Marshall McLuhan once said, “The medium is the message.” This refers to the idea that the way you present information says just as much as the information itself. It’s an important consideration to make when designing your next set of marketing materials or website content. Design elements and images often act as the hook that gets a reader to peruse your copy. Without that initial attention grab, you’ll never be able to communicate your valuable information to your audience. The message you’re trying to convey should determine the package in which it arrives. So, how do you determine which medium of communication to use?

Stills Capture Moments

Visuals are vital when it comes to getting your message across. People respond to images more so than text. Some sore of visual can help draw readers into explanatory copy. Still photography is great for capturing a moment in time. Whether it’s a finished product or the expression on the face of a satisfied client, photographs encapsulate the emotion of an instant. A great picture can be the headline to your website — serving as a lighthouse to potential customers for a long time.

Video Captures the Process

Sometimes an important piece of your business can’t be distilled into a single frame. If it’s a distinct process that makes you unique, capture that with video. How-to videos are engaging ways to inform your audience while directing them to your own services. Additionally, videos often have the benefit of audio accompaniment. If there is an audio component to what your business does, video is a good option.

Text Fills In the Details

Well-written text is still a valuable asset when it comes to explaining your business or product. You still need engaging copy to hold readers’ attention. Think of your text as the spacle that holds your marketing materials together.

Need Help Deciding Which Medium to Use?

When it comes to making a big marketing or branding decision, consulting a professional is always a good idea. Professional photographers and videographers understand creative direction and communication, making them valuable aids in the decision-making process.

Doug Davis is a professional photographer and videographer working in the Dallas area. His studio space, D-Squared Studios, is fully equipped for staging creative shoots. For more than 20 years, Doug has worked with major brands as well as individual clients to tell their stories with a variety of media. Contact Doug at D-Squared Studios in Dallas, TX by phone at 214-746-6336 for professional photography and videography services.