Join our new series of fast-paced whitepapers, where you will get handy tips on image communication. Each whitepaper includes an image selection that fits in with the current theme.
We start with the word that's on everyone's lips right now - authenticity. If you want your communication to be perceived as genuine - you don't want to miss our tips on what to think about when making image selections.
For us it is important that what we learn is theoretically anchored, and with that in mind we are conducting this venture together with Kantar Sifo's expert semiotician, Karin Sandelin. (Sifo Kantar is Sweden's leading market research company). We asked Karin about her views of what a good image is, and how to get better at choosing the right pictures.
Hi Karin! Tell us a little about what you are working with?
I work as a semiotician, which means that I explain the things that brands, authorities and organizations are signaling through different forms of communication - images, colors, shapes, packaging, architecture, publicity, moving images, sounds, and everything we perceive.
Why is semiotics important?
Semiotics explain why you are perceived in a certain way. Therefore, it can help you communicate more clearly, honestly and more effectively. In this way, it helps us to understand each other and what we can expect from each other. It also helps us understand stereotypical expressions and how we can avoid them.
What is a good picture according to you?
A good commercial image carries a narrative supported by all the elements of the image, thus building a distinctive character. Then we can understand it. It's extra fun when the image contains ingredients that are not usually portrayed in this way.
In your opinion, what is the most common mistake when choosing an image?
I think it is when you choose a generic image. In other words, an image based on established perceptions of how we usually visualize the current subject. It probably does not build up your message, but works mostly as a complement. There is a high risk that it might even undermine your message and weaken your brand.