Transmitting information is the primary objective of all communication. Whether in the context of professional human relations or for purely marketing purposes, communication is an integral part of our lives. Originally essentially oral, the art of communication has evolved and merged with the the media arts, which is the eighth of the 10 arts.
Our society has evolved exponentially with a succession of trends over the last decades. This evolvement has made it a real challenge to get and keep the attention of an audience. To counter this challenge, pictures have appeared as one of the most effective solutions for better interaction.
Technological progress made on camera, the main instrument in the art of photography, has enabled a significant increase in the number and quality of pictures taken. It is estimated that 3.8 trillion pictures were taken in the entire history of mankind until mid-2011, as compared to 1 trillion pictures taken in 2015 alone. From 2015 till date, with the democratization of smartphones, even more images are created through photography.
With the emergence of social media like Instagram, it's easy to see how a simple picture used effectively can have a real impact on its audience. We have all found ourselves buying a hamburger just because of the mouthwatering image posted by a restaurant. This has even significantly contributed to the birth of a huge new industry: The influencers business.
A simple post of a picture on a celebrity's account with huge followership to promote a brand or product can cost up to 500,000 US dollars. Unfortunately, some companies don't really use it wisely and instead try to make you believe something that is completely false. Imagine your disappointment if you book a hotel room with sea view after seeing a post, and find out later that the beach is actually several kilometers away.
God doesn't get into the details, but the photographer does. The semantic properties of an image are the most important determinant of its use. Every picture taken is meant to evoke an emotion. This constitute a powerful tool for marketers/communicators as emotion leads to action. That is why every detail counts.
The choice of an image in a communication strategy is particularly important, because if it is well chosen, anyone regardless of his/her origin, language and culture can picture the message being conveyed. Details such as the colors, the scene, the frame among others can arouse a wide panel of emotions in the viewer. In addition, pictures facilitate memorization. Numerous studies highlight how a picture can make the understanding of information easier and its assimilation more fluid.
In a nutshell, photography is much more than a technique of immortalizing events, it is also the ability to transmit a certain energy with a single click.
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