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According to studies, 83% of learning occurs visually, 90% of information transmitted to the brain is visual, and images are processed 60,000 times faster in the brain compared to text.
Recently, Finland-based commercial photographer Antti Karppinen of Alias Creative collaborated with Paytrail, a leader in the Finnish eCommerce payment systems, on a visual strategy to define their new brand. Antti shot over 2,500 images over two days in Istanbul, Turkey, keeping keywords in mind that could be conveyed through images and speak to the consumer.
The stock was first narrowed down to 700 images, followed by 250 selects, which formed an image bank that was divided into commercial and editorial images. The final images were retouched and Paytrail is now using them in all of their marketing, including websites, power points, banners and flyers.
Antti gave us his thoughts on having a visual strategy:
It is really important to stand out from today’s “image noise” and differentiate from other companies. The case of Paytrail shows that this can be achieved by creating a unique visual strategy defined by the core values of the company. The key is not to just take random pictures or buy them from stock banks but to analyze the company´s values, goals and needs, and build a visual strategy off of ideas. Visual strategy is not about a single photoshoot or individual images. It is about a long lasting campaign that creates a backbone for the company to communicate to a bigger audience through a unified, personally themed image bank. And it works.