Words may stay with people but it is an effective image that makes a lasting impact.
Words will always have their place but imagery can speak volumes.
What can take a 1500 word essay can be done with a single photograph.
Should I keep on like this?
We all have heard it, “a photograph can say a thousand words” and countless reiteration’s of the phrase. So, if we all hear it, why don’t we use it?
Think about it!
You are handed a brochure. The brochure is the typical black and white, photocopied way too many times, piece of paper. It spawned from a badly used word processor template. The forcefully posed politician with a ridiculous smile also accompanies it. It has a long-winded text of the politician’s origin along with a list of issues. It is almost always on coloured or textured paper.
We have all seen those brochures. Some of us throw them out without even taking a second look let alone a first. An effective brochure is designed with a specific message. The brochure could move metaphoric mountains. Without a clear message, the brochure ends up being used as fire-starter.
Small Exercise
Think about this topic: the environment.
Environment is a good topic for the public arena. Now, for something specific… responsibility is important. Environmental responsibility sounds pretty catchy for this exercise. Since this is just for arguments sake, let’s attack resource development and how it is imperative to protect the environment for future generations.
Let’s move on to image brainstorming.
Descriptive words or phrases will help define the imagery required for this mock brochure. Perspectives of the voting public and the politician should be emulated or empathized. When thinking outside of your own mind and trying to feel what the recipients are feeling, ideas that can relate are abundant.
Here are a few words and/or phrases to describe potential imagery:
- Images of children happily playing outdoors;
- Wildlife of all sizes occupying their ecosystem;
- Archived images of our ancestors on the land; and
- Images of resource development leaving scars upon the land.
Words are not even being considered at the moment and yet I think the message of environment being important is easily communicated. Images such as these can offer more than just support for text. They share a message faster than a paragraph of eloquence.
This is just an exercise, many politicians do not use environment as part of their platform. But I think you can easily understand that using images could create meaning quickly and effectively. Relying on words to share meaning is not effective in the world of brochures.
You may be asking how does a person or company start to collect potential working images? The simple answer: commission a photographer to build an image database.
Terrence
“Mr Jabbee”








