Content and Images

easy rider bikeTake a moment and study the image to the left. It is something we pulled off the web to start a brief discussion about the relationship between the written content and any images used with it. Images, be they graphics, photographs, or illustrations can enhance the written content, make the material more attractive and more targeted.

But the images must complement the content, support the message without distracting the reader from the message.

So what works? You need to write the content first. If you are writing a marketing piece, a brochure or promotional flyer, develop a positioning statement with features and benefits, identify the target audience, the tone, word length and reading ease — and then write.

Once you have approved content, then you can search for images that will compliment the content. Maybe the client has images they want to use, or you hire a photographer. If you go on-line and copy images, make sure they are royalty free. Don’t violate copyrights.

Finally insert the images at an appropriate place within the content so they complement the wording closest to the image. Otherwise, poor placement may distract the reader and the photos lose any hoped for impact. And the photo of the “Easy Rider” chopper? An example of poor use of images. It has no ties to this article.

 Comments welcomed!

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About Bob McCarthy

Originally from the Northeast, I now call Southwest Florida home. I have been a professional copywriter and editor since 1979, both freelance and in house. I have had article published in regional, national and international magazines. Plus, a video for which I wrote the script won an industry award as Best Training Video.
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