Delivering a message to the audience in the web is a task that requires creativity. The copywriter has to be creative in a word choice, grammatical structure, and additional components of the posts. Words do help readers to understand the delivered message, but the effect of the written post can be reinforced by visual materials. A copy for web should be well complemented by an image. The last is to strongly correlate with the text. Placing purely decorative, not-related to the essence of the text image may seem simpler, but it is the solution that will not bring a positive end effect.
A Complementary Image
On contrary, the image that complements the copy, visualizes the story that is told, is a powerful image. As the audience in the internet today often lacks time, concise and visual signs are the ones to which people pay attention to. Image is strictly an important element that can help to summarize the story, give a hint, and make the post more attractive. To achieve this, the writer has to take image-choosing seriously. It is as hard a job as writing a text is by itself – read how to do persuasive writing which attracts the audience. A good scenario of actions to consider is:
- Think of a thought to underline. A copywriter needs to think about a message, an idea or a general storytelling plot that he/she would like to reinforce with the right image. It is important to be very concrete in this task and to choose the essence that has to be highlighted by the image. There is no need to seek an image that talks about several ideas or concepts. If the writer wants to draw attention to a very important thought, he/she should put only it into a spotlight.
- Color palette choice. Colors play a fundamental role in the way people perceive the information. A bright, positive idea represented in black may give a negative feeling to the person who looks at it. On the contrary, sad thoughts are perceived more positively, if presented on an image in bright colors. The second concept to consider here is branding. When choosing an image or a post, a writer should think about the palette that is used to represent the business he/she writes for. Maintaining the color palette across the imagery and business materials is essential to grow a consistent brand.
- Explain the image. The images for web posts are better to be explained by the copywriter. This is valuable for the Google work with the post, but also it is very beneficial for the audience. This is particularly the case if the image does not appeal directly to the thought a writer wants to explain. One sentence of such a description beneath the image will be enough. Imagery has a strong influence on the audience. It is crucial to choose the images with the precision and explain well the meaning of it.
If a right photo is considered than the copy will deliver a stronger message, and it will be better understood by the audience. The images are subjects to copyright. It is crucial to endorse the author of the image or to indicate the source the photo was taken from.
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