We get creative. You get results.
Arresting images can work for you or against you
An image conveys a powerful message that works for you if chosen well and against you if chosen carelessly. We recently came across examples of each; oddly, both use heart-related imagery.
The ad by Devito/Verdi for Abington Memorial Hospital is a winning combination of overlaidgraphics and a clever headline: "The power to repair heart valves is closer than you think." The idea that Abington is near Philadelphia, the heart of the area, is simple enough to engage readers without making them work too hard to "get it."
The image in the car window ad for Maryland Respiratory Group seems like a cruel joke. The words say "Service from the heart," but the graphic says "Bring us your beating heart and we will flatline it for you."
- DO remember that pictures are worth 1,000 words, making them a powerful vessel for your message.
- DON'T choose an image that undermines your message.
- DO look for interesting visual connections that can make an image both arresting and meaningful.