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
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.
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