| BIG BRAND TECHNIQUES
Are You Alienating Buyers With Your Photos?
Inclusive photos help your target market picture themselves buying
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 "At bottom every man knows well enough that he is a unique being, only once on this earth; and by no extraordinary chance will such a marvelously picturesque piece of diversity in unity as he is, ever be put together a second time."
FRIEDRICH NIETZSCHE
-------------------------- We've talked about photography in this space before, but let's talk about an element that's important when choosing photos of people. The most beautiful thing about the human race is its diversity. As individuals we're unique, and as a whole, we're a mix of everything: age; gender; skin color and size. When choosing photos of groups of people to use in your marketing materials, be sure to include all types of people. This isn't only because representing all facets of the human race is the right thing to do - it also makes good business sense. When your target market sees a person in your photos who looks a little like them, it's easier for them to imagine themselves buying from you. There are exceptions, of course. If your product or service is targeted to a very narrow slice of humanity and you want to help them identify themselves as consumers of your product or service, by all means, look for photos that show that particular group. In most cases though, small businesses aren't targeting such a narrow group. Pick photos that represent all type of people: both genders, all ages, different skin tones and body shapes. It's the right thing to do, and it makes good business sense, too.
 PAMELA WILSONBig Brand System
Please share this newsletter with your friends:  PS: I'm ready for another round of reader questions. Have a burning design or marketing question you'd like to see answered in this space? Email meand I'll tackle it in an upcoming issue. |
DESIGN SCHOOL
Typeface Diversity is a Bad Idea
As mentioned above, it's important to choose photos that represent the diversity present in the human race. When it comes to type, however, it's best to be less diverse.
Even in the hands of experienced typographers, a web or print page with more than two different typefaces starts to look scattered, unpredictable and disorganized.
I have been asked if the typeface used in your logo design "counts" as one of the two typefaces I recommend you use. I don't count your logo typeface, so pick no more than two in addition to the one used in your logo. Make sure whichever typeface you pick blends visually with the one in your logo. For more information on combining type, see this post.
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Highlights from Around the WebRead more Big Brand System thinking at these blogs: Five Design Mistakes that Crush Copy (And How to Fix Them): Are you making any of these five design mistakes? Find out, and learn how you can remedy the situation in this guest post at the Copyblogger blog.
IdeaMensch Interview: I was honored to appear on the pages of the Idea Mensch site. Find out what I do during my elusive "spare" time, and learn a little more about the Big Brand System course, which launches in June.
2Chicks Seal of Approval: Yolanda Facio and Candy Zulkosky aren't afraid to be a little goofy to get their point across to the home-based businesses they target, and I appreciate that trait. They both worked with me individually, and to my surprise, proclaimed me the newest recipient of their "2Chicks Seal of Approval."
Read back issues of the Big Brand System newsletter in the archive.
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P.S. The date is set.
The Big Brand System course and member site will launch on June 21, 2010. If you'd like to find out first when it's open for students, visit this page and type in your name and best email address. A limited number of spots will be available, and people on this list will find out first when doors are open, and get the course for a lower price than anyone else.
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