Everywhere I go I see visual media that often includes a person – typically advertisements for services…. Like, realtors, insurance agents, banking, etc.
Personally, it does not attract me to a business. I don’t choose a business based on how the people might look.
Why!?
In: 3
The main reason really is it makes the product seem more useable and lifelike, as opposed to the product actually representing itself truthfully.
By placing a product in a real persons hands we automatically assume usability, when that person is smiling we automatically assume that the product would satisfied our needs.
It is basically just human psychology really, it’s nothing more beyond that.
In some cases for example, playing with humans more.. exploitative.. instincts can also work:
I work in IT and my company does this
New article about new technologies that we can’t show pics of yet? Put the VP there – recognisable face in the industry so ppl will stop and read
I used to find it so weird but I’m used to it now
Ppl like pics of ppl
You might not choose a business by how the people representing the business might look, but unless you’re an outlier, you NOTICE ads and other promotional materials largely because of the people presented in them. Doesn’t mean that’s what you focus on or what you base your decisions on, but it is what draws your eye in the first place. Only iconic brands with iconic images (a Coke bottle, a Nike swoosh, the GEICO gecko, etc.) can largely get away with using something other than people to grab attention. Basically, most people just find scenes with people in them to be more worthy of attention than scenes without people.
And then for things like personal service businesses (lawyers, realtors, bankers), feelings of trust are critical. Like it or not, seeing a smiling face (especially if it’s the kind of face you relate to or seems familiar enough) helps people feel they can trust that person. May not be true, but if you feel good about what you’re looking at, you’ll look into their business further.
But you do.
that lawyer in the ripped jeans, long hair, tacky t shirt vs that nice well groomed person well dressed. Now that young lawyer vs that much older lawyer. Who is better. Who would you choose.
Well groomed, well dressed implies trust, security, know what they’re doing, friendly.
you make judgements all day, every day based upon how someone is dressed or look.
Everyone has their unique view of what they find appealing. While I can’t answer why you are attracted to a business based on a picture of the person or what they look like, I can answer why people are used in ads.
1. People are attraced to people
2. Smiles are a huge draw
3. If done well, it will resonate with the viewer
Sometimes, there are better ideas than showing a full face. If you notice in many ads, you’ll see someone’s hands, or they aren’t fully facing the camera. The intention is to allow you to visualize yourself as the target client.
When purchasing from someone, people often want to see who they are doing business with. So the business person or company needs professional images that clearly represent their brand.
When you buy the services you describe, they have very little chance to get you emotionally involved like food, cars, or clothes might. Most people will buy professional services based on how much they trust the company. Therefore, those companies will attempt to invoke trust by displaying images of people thay think you might perceive as trustworthy.
Now think about this: If not people, then which images for these services might be more motivating for you personally to buy professional services? Numbers are the only relevant image I can think of, and numbers scare a lot of people off or are too difficult to connect with emotionally.
others seem to be dancing around the notion [fact?] that advertising is not about informing you , rather it is an emotional appeal
Latest Answers