Would you like some art with your message?

Maybe it’s the art lover in me, but I respond much better to a message or article when accompanied by a graphic image or photograph. The interplay between words and images is a compelling combination. Each reinforces the other.

Graphics and photos add dazzle and depth to brochures. They make marketing postcards pop. Photos especially bring a story to life in annual reports. Graphics on websites underscore the intent and draw the reader in. It’s an immersive experience. Imagine you are walking into a forest. You see the trees (the copy) yet you also see the canopy (the art that frames the message).


Recently, I saw a special exhibit at the National Art Gallery in Washington, D.C. It was by Andrew Wyeth, an American artist (1917-2009) whom I wasn’t familiar with. I was with a friend who had taken art history in college and knew a lot about the artist (see accompanying photo.) I learned much from her shared history.

I relish looking at paintings and trying to discover the artist’s intent. Yet, I find it helpful to have a bit of lore to enhance my appreciation. Viewing the artwork and reading about it are both visual actions, yet combined they become a multi-sensory experience.

Andrew Wyeth, special exhibit: National Gallery of Art

As a communications consultant, I thrive when working on projects that require me to tell a story; reveal someone’s personality and passion through a profile; explain the benefits and features of a service; or make the case for a worthy cause that compels donors to support the vision. Much of these projects are copy intensive; yet there are ways to add an image (photos or graphics) that deepens the message.

Think of what these art elements (aka: visual information) could do for your next white paper. Many people don’t gravitate toward white papers because there’s all that ink on white paper. Yes, you’ll learn something but it also tends to be a rather tedious experience. My team and I can make white papers more compelling with imagery that reinforces the message.

Graphics alone: think logos, are pure visual communication. Yet, when graphics need to be paired with their partner: words, my designers are masters at adding perception to your message, stories and corporate reports.

Please share your experience about how the interplay between words and graphics motivated you or prompted you to take action.

Let them taste the ham

What started as a somewhat silly conversation in the car led to some deeper insight about marketing and what sells.

While driving home from a dinner party with my sister-in-law and adult daughter, we started talking about food. I mentioned that I never knew the differences between what could be considered common foods, such as chocolate (now I know) and ham. I then relayed this story:

Recently I was at the deli and asked for ham. The counter woman replied, “Do you want Virginia ham or Bavarian ham?” I said, “I didn’t know there was a difference.” I then asked, “What kind do you like?” She replied, “Bavarian.” I would have chosen Virginia ham because that’s what I knew. So, then I asked to do a taste test to determine if I could be persuaded to try something new. After trying both, I found that the Bavarian was a bit smokier and tastier than the Virginia ham, and I made a choice that I otherwise wouldn’t have.

Photo by Liz Cezat, Cezat Creative Resources, Inc.

After I finished telling this story, I was surprised when my sister-in-law – whose figure rivals that of a teenager because she monitors everything that she eats – said, “I want some ham when we get home.” This was after dinner, mind you, and it was about 11 p.m. when we got to my house, where she was staying as a guest. It amazed me that I had convinced someone to try something just by talking about an experience related to it.

The lesson? Appeal to one’s senses when you are persuading someone to try something new.

I don’t know how to do that with a brochure but here goes: Imagine holding in your hand a brochure with real paper. Is it thin or thick? Does it feel cheap or elegant? Does it have texture? Are there photos in it? Are the photos colorful and exciting? Do they relate well to the products or services detailed in the brochure? Do the subheads entice you to want to read more? Does the copy guide you through the offering from beginning to end without smacking of guile? Are you motivated to find out more about this company by visiting their website? Are you intrigued enough to consider how their product or service could help you or your business?

How important is it to break through the barriers of communication and get someone to try something new – particularly your product or service? The appeal to one’s senses is a powerful sales tool.