But be sure you 'provocativeness' stems from your product.
You are not right if in your ad you stand a man on his head just to get attention.
You are right if you have him on his head to show how your product keeps things from falling out of his pockets.
" Bill Bernbach One of the biggest challenges today's marketing teams face is balancing the need to entertain with the need to inform.
It's easy for companies to fall into the trap of choosing provocative images designed to catch the viewer's eye without considering how that image actually relates to their brand during printing and production.
If the company doesn't take the time to consider how those images relate to their brand, however, their customers will.
What You're Printing is a Reflection of Who You Are-At Least, It Ought to Be In the Bernback quote above, the author warns companies against using images when printing their ads that have nothing to do with their product.
There are two strong arguments at play here:
- A product that fills a need is interesting enough to your target audience.
If you can't think of any way to represent the way that product fulfills a need, maybe it's time to go back to the drawing board and figure out whether you're meeting that need after all.
- The whole point of adding visuals to your ads is to show your customers what your product can do.
Think of it as a small taste of your potential portfolio and choose your images accordingly.
That's their call to action.
But they also want those images to offer a deeper understanding of your product, your company and what you can do.
If your products keep things from falling out of their pockets, awesome! Stick a man on his head.
If your product has nothing to do with men, heads or defying gravity, it's time to step back and take a good look at what you're trying to tell your customers.