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A Revolution in Coolness for the Mature Market

Get specific tips on using photos for best marketing results.

Photographic images are the advertiser's friend – they're interesting, engaging and help the consumer visualize what a product or service means to them.

When targeting the mature market, photos are no less valuable. Yet too many advertisers fail to consider how use of photos should be tailored to appeal to their key demographic.

Certain guidelines are easy to implement:

As a rule, older consumers respond better to one or two large images than multiple, smaller ones. Think big picture: dramatic images that capture attention swiftly and hold it.
Focus on people rather than inanimate objects. In particular, realistic images of healthy-looking, mature persons work well. Try to incorporate humans into any pictures of buildings or products.
If you want advertisements that stand out, splurge on original images. You want pictures that convey the essence of your product.
When centering on images of people, think about whether you want to show large groups or individuals/couples. Each has its advantages, depending on what's being promoted: a sense of community and solidarity is evinced with group photos, while narrative styles that focus on one or two people can help consumers relate the scenario to their own experience.

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