Humayun 1

Sehar Humayun
Ashley Humphries
ENC 1101-0002
06 March 2015
Images- The attention grabbers!
The word image is a broad term used to depict the visual perception of an object or a
person. Images and pictures leave a deep impact on the viewers and their delineation and
presentation in a beautiful way can be mind-blowing! We observe in our daily life that beautiful
images play an important role in achieving a particular task. A student who writes neat and clean,
and presents his work in a decorative way is sure to seek more marks than the student who
doesnt care about the embellishment of his work. The same case applies to the other fields of
life specially business and sales management. Many large companies have sales promotion
departments in which the employees are paid thousands of dollars only due to their proficiency
of developing new and interesting images for attracting the audience. No doubt, it is not an easy
task. The professionals gain this position by acquiring a higher education and practicing for a
long time in this field. It seems to be a left-handed play, but it takes a couple of months to build
an idea that would hit the responsiveness of observers.
Images and visual data value a lot! Its just the way of presenting the image that leads
towards the success or failure of the required goal. It is not just a matter of inserting the image
into the text, it is the appropriate selection of the image and the right position at which the visual
data should be set that demands devotion and full analysis. A beautiful image of a sexy porn star
inserted into the grief news of her death would surely leave an awkward impression on the
viewers. Similarly, the advertisement of a makeup brand demands a smart and good looking

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model with proper makeup so that she can urge the observers on the use of that makeup brand to
look charming. Thus, beauty together with appropriate presentation appeals to eyes and can grab
minds, hearts and pockets too!
The modern age is an era of competition and fast life. Nobody has enough time to spend
a couple of hours in the understanding of a single task. In fact, everybody tries to find the
shortest and the simplest paths to accomplish his tasks. The business companies which take into
account the priority of their customers and develop such ads that are captivating enough and take
just a while of the viewers for the complete acknowledgement of the message conveyed are at
the peak of success. The marketing department is one of the busiest departments of any company
or industry and serves as the backbone for its incomes and earnings. In fact, the promotion of a
product is much more difficult and worthy than its production!

If you have an online store, issue press releases or even just have a Facebook business page,

then here are 6 reasons to publish images and photos as part of your business marketing tactics.

Jeff Bullas in 2012 put forward his views as:

1.

Articles with images get 94% more total views.

2.

Including a Photo and a video in a press release increases views by over 45%.

3.

60% of consumers are more likely to consider or contact a business when an image
shows up in
local search results.

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4.

In an ecommerce site, 67% of consumers say the quality of a product image is very
important
in selecting and purchasing a product.

5.

In an online store, customers think that the quality of a products image is more important
than
product-specific information (63%), a long description (54%) and ratings and reviews (53%).

6.

Engagement rate on Facebook for photos averages 0.37% where text only is 0.27%
One of the worlds richest and the most famous company is McDonalds. The popularity
of this company depends on its logo. The logo has served as an attraction-appealing tool for
McDonalds. Whether a person likes fast food or not, but he knows McDonalds and cannot stop
himself from appreciating the M which is the heart of this company. According to Lisa Be,
Yes, the M for McDonalds and there really isnt another meaning. In the 60s, McDonalds
wanted to change the logo but their design consultant and psychologist Louis Cheskin insisted
that they left the golden arches. According to BBC, he said customers will unconsciously
recognize the logo as symbolism of a pair of nourishing breasts. Whether this is true or not,
their logo is one of the most recognizable in the world.
McDonalds logo has made such a great place in the heart of people that they have changed the
style of writing the English alphabet M and write it in the way as the McDonalds logo M is.

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Picture taken from www.en.wikipedia.org

This logo has been created employing a deep psychology of character style and color
combination. The logo has not been such a popular one if it did not accompany a tempting color
scheme. The color red has been used using the fact that it serves as an appetizer. Yellow
represents happiness and joy. Both of these colors altogether make mouths watered. The
restaurant would not be such a popular if there was not a visual representation of a
charming logo with beautiful colors inside. Even if a person is not hungry, but when he passes
across a McDonalds restaurant he feels appetite due to the eye catching and heart grabbing
appearance of the restaurant name.
Brain Honigman in 2013 said that:

When designing a logo for your business, it's important to take into account the way people
interpret color. It's the right time to ask, what kind of emotion do I want my brand to convey?
This infographic from Logo Company, a logo design firm, helps clearly illustrate what emotions

are invoked by certain colors using the logos from top brands as an example. Psychologists have

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studied how people are affected by colors for years and found a strong correlation between

colors and emotional responses, further driving home the point that choosing the right color is

crucial in determining how your brand is viewed.

For example, restaurants like McDonalds, Pizza Hut, KFC, Wendy's and Popeyes use red in their
logos to stimulate hunger. Black, white, silver and gold are often used in the logos of luxury
brands like Chanel, Prada, Michael Kors and others to enhance the feeling of sophistication.
When it comes to designing a logo for your business, let this be a guide for the direction of your
color palette. What four emotions do you wish to convey when someone thinks of your brand or
sees your logo? Write these down and see where they fall in this color wheel of emotions.
Remember, this is only one of many aspects of the logo design process to take into account.
Now, here is the importance for the combination of visual and textual data. Only text is
simple and most often it is boring. It lacks interest and has no charm in it. Moreover, it loses to
grab attention because people feel it difficult and time consuming to spend couples of minutes to
read the whole text. If there were a long sheet of paper explaining the qualities and uniqueness of
McDonalds from the other food chains, how dull would this concept be? What about the people
who cannot read? What about the small children who have no regard with the merits or demerits
of anything? They just want the beauty and the captivating images. A large number of
McDonalds fans is the kids group. McDonalds have been successful in becoming the most

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favorite place for this little kids because of the fun area they it provides for children. Moreover,
there is a McDonalds joker who wears a dress of red and yellow combination of colors as the
logo of McDonalds. He is really the love of the children. Whether the children are hungry or not,
their parents are agree or not, they are tenacious to go to McDonalds to play with the joker. This
characteristic of McDonalds has made it different from all the other food chains. There is not
any other restaurant with such a fun for the children. Consequently, all the other fast food chains
are popular among the adults and McDonalds is well-known among the kids.

Image from http://images.sodahead.com/

The images of burgers, ice creams and other eatables in the McDonalds menu increase
the hunger and catches the heart of the viewer to purchase them. Even if you are driving
somewhere and you happen to see a big advertisement board showing the images of McDonalds
fast food on it, you will surely divert your attention and be forced to consider it.

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Max Boloty (2014) emphasizes on this ideas as:
If you run a restaurant, bar or caf you know how important your menu is. It is the first
introduction to your food that a customer gets and having great pictures can make a world of
difference. In this multicultural place that we live in, in a city full of tourists and international
business travelers not all of whom speak great English, how do you attract them into your food
establishment with ease? Everyone can understand a photograph; the phrase people eat with
their eyes has never been so relevant. Most people like to see a photo of their food before they
order so they know exactly what they are getting, and for those from a different culture who are
not familiar with your style of dishes this is even more important.
According to Dr. Lynell Burmark, Ph.D. Associate at the Thornburg Center for Professional
Development
Words are processed by our short-term memory. Images, on the other hand, go directly into
long-term memory where they are indelibly etched.
Sometimes the food is not so delicious when tried, but the visual appearance makes it
mind blowing for the viewers. These are the traits and tactics for a successful business! These are
possible due to the images included in the advertisements. If there is been no images and no
enthralling logo of the restaurant, people may or may not try it. Perhaps, they would not try
thinking that if the advertisement is such a dull one, so does the food!
BTI BRAND INNOVATION inc. in 2013 presented a report that:
Food photography, more specifically, is an element that we at BTI Brand Innovations Inc. give
a lot of importance to. Marketing for clients like KitchenAid Canada, Teriyaki Experience, and
Fruit 66 means that the appearance of beautiful food can sometimes be the driving factor in our

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designs. For the KitchenAid consumer, the image of perfect pasta on an elegant plate will give
them impression that they too can create food like this in their home, with KitchenAid
appliances. The image of juicy slices of beef on top of fresh vegetables or soft white rice tells the
Teriyaki Experience consumer that fast food can also be delicious and healthy. For Fruit 66
consumers, the image of the different fruits shot together itself will authenticate their claims of a
beverage made with real fruit. Food photography conveys a great deal when used correctly,
and appeals to the consumers emotions- making them stop, look, and feel they just cant go on
without what they are looking at. We see it used almost everywhere, from package designs in the
grocery aisle, to billboards along the highway, to spreads in magazines, and menus in a
restaurant. A beautifully executed food photograph will make the consumer stop, look and feeland is guaranteed to do so within your 3-second window.
It has been said that food photography, of all other commercial photography specialties,
is the most difficult. A lot of creative thought, careful planning, and artful execution go into
producing the perfect food shot. Food photography requires the understanding of light, camera
angles and lens selection- and how they can all be used to enhance the look of the food. It often
requires a team of people following a creative process to ensure that the perfect shot is created.
The success of McDonalds due to its colorful logo proves that image without text can survive
because it conveys its message easily and completely, but text without image cannot survive in
this world of today. The fast and modern world of today cannot tolerate to waste a lot of time
in text. The relationship of visual and textual data thus makes the task entertaining & interesting!
References
Jeff Bullas. (n.d.). 6 Powerful Reasons Why you Should include Images in Your Marketing
Inforgraphic. Retrieved from

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http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-imagesin-your-marketing-infographic/
Lisa Be (n.d.). 15 Famous Logos And Their Hidden Meanings. I Have No Idea About #4.
Retrieved from
http://www.lifebuzz.com/logos/

Brian Honigman. (24 Jan 2013). The Psychology of Color in Logo Design (Infographic).
Retrieved from
http://www.huffingtonpost.com/brian-honigman/psychology-color-designinfographic_b_2516608.html
Max Bolotov. (24 Sep 2014). ACMB Photography: Why good food photography is important for
restaurants & lounges. Retrieved from
http://www.acmbphotography.com/importance-of-good-food-photography/
BTI BRAND INNOVATION inc. (24 Sep 2013). Eating With Your Eyes: The Importance of
Food Photography. Retrieved from
http://blog.btibrandinnovations.com/?p=117