Visual Images

Nothing succeeds in catching and holding a reader’s interest as quickly or forcefully as a well-crafted image. At their best, photographs, illustrations and information graphics can enhance and support your message. The right image can bring your words to life. The wrong image can kill your content before it is read. 

Here are some things to keep in mind when choosing images for your publications:

• One dominant image on a page is usually more powerful than several images of similar size. 
   
• Images can help you organize your content so that the reader can interpret your message. 

• Invest in the best image possible, making sure that the reproduction method you’ve chosen will do it justice. Cheesy clip art and bad photographs combined with poor quality printing are visual sins your readers won’t forgive. 

• Images should always, always, always support your message. If an image doesn’t move your idea forward, don’t use it. No image is better than one that sabotages your message. 

Photographs

High-resolution digital photographs work well for press releases. They are easy to edit, attach readily to emails, and can be distributed to numerous media outlets quickly and at little or no expense.  Low-resolution digital images will fare poorly in the reproduction process. Avoid using them.