When considering photos for your website, brochure or other communications pieces don't forget that what you choose NOT to show can be as interesting as the stuff you show. Sometimes more so.
This photo is by Robert Frank. It's a part of his collection "The Americans." It's title is "Parade – Hoboken, New Jersey – 1955." The photo is of the side of a building showing open windows where two people are watching a parade pass below. The person's face on the left is in partial shadow and the person's face on the right is obscured by the flag, which drifts across the open window at the exact time the shutter opens. Many photographers might think that Frank missed the shot. But no, that's exactly what he wanted to happen.
Why? Because the photo is much more interesting because of what it doesn't show. A photo showing the people in the window watching the parade would be normal, average, predictable and forgettable. And our brains have become adept at ignoring these kinds of messages. Our frontal lobe simply says, "nothing interesting here, move on."
But the fact that the faces do not show makes the photo interesting. We wonder about who they are and what they look like. Our brain tries to move away the flag or bring light into the window so it can fill in the blanks. This process is called "franking" and it creates a much more interesting photo and from a marketing point of view, it creates a sticky photo…one that causes the viewer to pause and consider.
Now take a look at this photo:
By using the very same technique, the photographer creates interest. How many camp web or brochure photos have you seen full of kids in canoes. And there's nothing wrong with those photos (but more on how to improve those photos later this week) but they've become normal and predictable.
By showing an empty canoe, especially in a communications piece designed for an adult retreat facility, the photo actually creates interest and draws the viewer in. The viewer will put themselves in that canoe and begin to imagine what it would be like to paddle across to the island. And what's on the other side of that island? All interesting…and sticky.
Remember, when choosing photos for your communications you can either be normal and predictable or remarkable and sticky. Choose wisely. Don't forget "franking."
I like the different perspective. Thanks for another good, thought provoking, post.
Photography is storytelling. As a photographer / storyteller bringing in the viewer and encouraging interaction is my primary goal, creating places that allow the viewer to fill-in the blanks from their perspective makes the world I have created their own.
Much like the canoe photo asks the viewer to imagine the experience of paddling alone or with a person of their choice rather than watching someone else have the experience, which for me only makes me glance then move on.
Great post, I look forward to more of your thoughts and perspective on creating “sticky” marketing communications.
Thanks for the lesson. I’m going to send Sophie here to learn more. At first I thought it was a post about what we don’t show, but God does knows. That sort of thing. Got my interest. Have a great day. And yes , it made me want to go to that lake and canoe!