How to Choose Images for Your Print Marketing Campaigns

Photo by Michael Burrows

When it comes to print marketing, the type of images you choose can significantly impact your campaign's effectiveness. The right image can grab your audience's attention, evoke emotions, and convey your message, while the wrong one may lead to disinterest or miscommunication.

But deciding to use images in your print campaigns is just half of the picture – pun intended! You also need to decide what kind of image you’ll use and ensure you have permission to use it, whether it is free or paid.

Read on to learn more about the types of images you can use in your print campaigns, what separates quality images from bad ones, and how to determine if you’re in the clear to use them.

Image Types

When you think of the word “images,” different (literal) pictures may come to mind. And that’s precisely why it’s important to understand the different types of images you might want to use in your campaigns – the word “image” can mean different things.

Here’s a quick look at the 5 most common image types and when you might want to use them in your print marketing efforts.

1. Photographs

Photographs are perhaps the most common and versatile image type and likely what you think of when you think of “images.” They capture real moments, products, or people. Photographs are excellent for showcasing tangible products or creating a personal connection with your audience. Use high-quality images that align with your brand's style and tone.

2. Illustrations

Illustrations are hand-drawn or digitally created images that offer a unique, artistic touch. They work well when you want to convey creativity, imagination, or a specific artistic style.

3. Infographics

Infographics are similar to illustrations but specifically provide a visual representation of data, statistics, or complex information. They are perfect for explaining processes, providing statistics, or simplifying information for your audience. You may choose to include icons and symbols – simplified images that represent specific concepts, actions, or ideas – in your infographics to make them easier to understand and digest at a glance. Use infographics in brochures, reports, or educational materials to make information more digestible and engaging.

4. Charts and Graphs

Charts and graphs are invaluable when presenting data. They make statistics and trends more accessible and visually appealing. These can be used with or without accompanying infographics.

5. User-Generated Content (UGC)

User-generated content, such as customer photos or reviews, can add authenticity to your print marketing materials. UGC showcases real people enjoying your products or services, building trust and credibility. Displaying UGC in your catalogues, flyers, or product packaging can influence potential customers' decisions.

Image Quality

As with most things, the quality of images used in your print marketing materials matters. Poor-quality visuals diminish the overall impact of your campaign and draw the wrong kind of attention to your brand.

Firstly, images in print need a higher resolution compared to those shared via digital outlets. A standard guideline is to use images with a resolution of at least 300 dots per inch (DPI) to ensure sharp and crisp prints. Low-resolution images can appear pixelated or blurry when printed, which we can all agree isn’t a great look.

You’ll also want to consider the physical dimensions of your print materials when selecting images. Images that are too small may appear stretched or pixelated when resized to fit a larger space. Conversely, using oversized images can result in overused print real estate and slower printing processes.

Finally, take time to examine your images closely to ensure they’re sharp and free of blemishes or unwanted objects that distract from your message. Pay attention to details; even minor imperfections can become more noticeable in print. If necessary, consider image editing and retouching to enhance image clarity. If you’re using stock images or other royalty-paid options, be sure you know whether or not you’re able to alter the image in any way.

Image Licensing and Copyright

Most people know this – but pulling images found randomly on the web isn’t a safe bet unless you download them from a paid stock photo database like Depositphotos, Adobe Stock, or an editing platform like Canva. (Royalty-free options like Pexels and Pixabay may also offer acceptable images.)

It’s important to know of any copyright requirements and what kinds of images you have permission to use. Some options may be free or cost a small fee; others may be quite expensive, depending on how you intend to use them. Some may seem perfect for your campaign but are out of reach due to copyright restrictions. Ignoring the legal fine print when using images is a recipe for disaster, so it saves money to know the rules.

Here are several important copyright terms to know:

Royalty-Free Images: Typically purchased from stock photo websites or agencies for a one-time fee. Once purchased, you can use them in your materials without recurring fees. However, they are not entirely free of restrictions. Always review the licensing terms to understand how and where you can use them.

Rights-Managed Images: Specific licensing terms where you pay for the usage rights based on factors like the image's size, placement, and duration of use. Rights-managed images are often of higher quality and may come with exclusivity options, ensuring that competitors won't use the same visuals during your campaign.

Public Domain and Creative Commons: Images that are not subject to copyright and can be used freely for any purpose. Creative Commons licenses vary, but they generally allow for usage with certain conditions, such as attribution or non-commercial use. Because of this, Commerce Commons images are generally not good for business projects.

Original Content: Content you create yourself or through a third party for your own use. This might involve hiring a photographer, illustrator, or graphic designer to produce custom visuals tailored to your campaign. Original content gives you exclusive, full control over the images you create, and you have no restrictions on how you use them.

Images are the icing on a print marketing cake.

In the world of print marketing, images play a pivotal role in shaping the perception of your brand, conveying your message, and connecting with your audience. Your choice of image type – be it illustrative, symbolic, or representational – and its quality should align with your campaign's goals and your brand's identity.

By carefully considering these aspects, you can create visually appealing print marketing materials that are effective in achieving your goals. Just as the icing enhances the flavour and presentation of a cake, the right images can elevate your print marketing campaigns to new heights, leaving a lasting impression on your audience.