Getting that perfect picture for your campaign is like finding a dance partner. They both have to be in sync. So, who leads this dance? Our attention would first be captured by the photo, which in turn would drive us to read the message.

But to make heads turn, you must turn to the audience you are trying to reach. But it is important not to generalize your audience, because you will end up with generic looking photos.The secret to avoiding this mistake would be to research the personal interest and values of the core customer: This will help understand the mood of the piece. Will it be crisp and clean, or will it be grungy?
Ideally the customer is the brand and the brand is the customer. They share common interest and values. That's why the customer identifies with the photo and the message.
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basketball photos: Jupiterimages
grunge texture: istockimages


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