The importance of visual in content creation and how to secure the right supplierMay 9, 2014

MP9003875511We all know that content is king and the importance of fresh, dynamic and relevant content should never be underestimated.  But just what is content exactly?  Just as a company brand is about so much more than merely a logo, so too is content more than words and phrases. It is about photographs, videography, caricatures and even animation.  Basically, it’s anything that helps a brand communicate their message in a clear and compelling way – a way which keeps its audience coming back for more.

But whilst we often spend great amounts of time and vast sums of money crafting the perfect message, too often we still see badly composed photographs and home-made videos.  With technology rendering every person an ‘instant’ photographer, videographer or cinematographer, it’s tempting to forget that these areas of content creation require just as much strategic planning, forethought and professional skill as the company press release.  Whilst ‘selfies’ might be taking over the world, do they really belong on the pages of your company website or your social media feeds?

But where to start and how to ensure the best visual result for your company’s requirements?  “It all starts with the choice of supplier,” says Joachim Hambsch, founder and co-owner of Freshtake Creative, a photographic and videography studio based in the Western Cape. So be it product photography or studio photography, food photography or lifestyle photography or even corporate video production and film production, Joachim shares some fail-proof tips for choosing the right creative partner.

  • Partnership: Whoever is ‘creating’ your visual identity needs to be someone you feel comfortable with.  It needs to be someone who feels confident and understands the essence of who you and your company are in the world.  For it is here that the seemingly undefinable, yet critical, ‘magic’ in the world of visual will happen.
  • Experience: How long have they been doing this and who are their clients? Ask to see their portfolio of work and does the work they produce inspire confidence in you?
  • Cost: With so many ‘newbies’ passing themselves off as experts, it might be tempting to go with the cheaper option.  But it could be a costly mistake.
  • Smaller agency: However it is important to note that smaller agencies bring with them not only a lack of hierarchy and greater flexibility, but are also cost effective due to lower staff and overheads.  So whilst ‘cheap’ isn’t always better, neither does premium quality need to be unaffordable.
  • Technology: Are they up to speed with the latest technology; both on- and offsite, pre- and post-shoot?  Not only is relationship key, but when all is said and done do they have the means and capability to produce a quality result right to the end?

We live in an over stimulated world, with hundreds of messages via dozens of mediums being visited on us each day.  In fact over 900 marketing messages alone are received on average by people each week. It is therefore important to note how our brain processes visual messages much quicker, holding it for much longer than any other medium or stimuli. In fact, research carried out by the 3M Corporation finds that visual is processed 66,000 faster than text.

It makes sense therefore that the importance of staying current and using the best visual techniques available to not only capture the consumer’s attention, but effectively deliver one’s message whilst standing out above the “noise”, cannot be over emphasised.

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