Jan Tichý: Fotografie na webu pomohou chytit zákazníka za srdce

50 milisekund. Jen tak málo stačí pro první podvědomé ohodnocení vizuální stránky webu a toho, zda se uživateli bude líbit, nebo ne. Během následujících pár sekund se rozhodne, zda na vašem webu zůstane nebo půjde jinam. Fotografie vám pomohou zajistit, aby uživatel na vašem webu zůstal.

Fotografie je součást celku

I když se podle toho, co jsem výše napsal, může zdát, že vizuální stránka webu je pro první rozhodnutí nejdůležitější, není tomu úplně tak. Jedním z rysů současnosti je multimedialita, kdy vedle sebe existují grafické prvky, text, fotografie a video. I když to může znít banálně, je důležité, aby všechny tyto prvky byly ve vzájemné shodě.

Když se podíváte na web advokátky Ilony Černochové, během několika sekund pochopíte, že tím hlavním, čím se zabývá, jsou právní služby ohledně nemovitostí. Zároveň hned vidíte, s kým budete jednat. Vhodná serióznost je podpořena tlumenou barevností a vstřícnost upřímným úsměvem. Přehledný grafický návrh postupně dávkuje text, fotografie a ikony tak, aby se návštěvník rychle zorientoval a vstřebal potřebné informace a emoce.

Fotografie by měly odrážet vaši celkovou marketingovou a komunikační strategii. Jen tehdy budou fungovat.

Jedinečnost a autenticita

Pokud máte správně nastavenou marketingovou strategii, je určitě již sama o sobě jedinečná a původní. Proto byste měli být již ochránění před nápadem sáhnout po fotografiích z fotobank. Ačkoliv jsou cenově velmi dostupné a řemeslně kvalitně provedené, jsou, hrubě řečeno, na jedno brdo. Nemluvě o tom, že stejnou fotografii může použít i někdo jiný.

Výhoda vlastních fotografií je nasnadě. Můžete styl zcela uzpůsobit vlastním požadavkům, můžete přímo představit sebe, své služby, zaměstnance či prostory, kde podnikáte.

korejzova

 

U služeb tak abstraktních, jako je advokacie, se přímo nabízí sáhnout po fotkách z fotobanky. V advokátní a patentové společnosti Korejzová a spol. se ale rozhodli pro vlastní focení. To jim umožnilo v ilustračních fotografiích na webu pracovat s vlastním logem, kanceláří i lidmi. Zároveň jsme pak fotili i jednotlivé členy týmu. Jejich fotografie jsou tak jedinečné a autentické svým obsahem i stylem.

A když zákazník zavítá do reálných prostor společnosti, bude se cítit důvěrněji, protože prostory a různé detaily v nich již, byť i nevědomky, viděl.

Pomocná ruka fotografie

Aby to nevypadalo, že mám jen příklady černobílých advokátů, pojďme se podívat ještě na dva příklady využití fotografií, které pomáhají při propagaci podnikání, ať jednotlivcům, nebo firmám.

Pro Margit Slimákovou, specialistku na zdravotní prevenci a výživu, jsme nejprve fotili portréty v ateliéru. Ty se dají snadno vložit do grafiky webu či letáků. Poté jsme fotili u ní doma a na zahradě. Její kuchyň i zahrada je přehlídkou jejího zdravého životního stylu a nafotili jsme tak spousty portrétů, které vhodně ilustrují její životní přístup. Portréty potřebovala i pro PR komunikaci, když poskytuje rozhovory do médií.

V případě společnosti Albertov Rental Apartments, která pronajímá apartmány, se jedná o hmatatelnou službu, jež se dá snadno zachytit. Ale kromě fotografií interiérů jednotlivých bytů bylo zapotřebí u propagačních fotografií zprostředkovat i pocit pohodlí a bezstarostnosti a představit šíři služeb, kterou firma nabízí.

margit albertov

 

Fotili se proto technici při opravách, uklízečky při úklidu, recepce, či i jednotlivosti, jako kávovar a široké vybavení kuchyně. Klient tak získává konkrétní představu toho, jak apartmány vypadají, jak jsou vybavené i jaké služby jsou nabízeny. Či dokonce, jaké osoby může potkat. Od samého počátku se tak buduje vzájemná důvěra mezi zákazníkem a vaší službou.

Ať jste nezávislý profesionál, provozujete bistro, spravujete boty či vlastníte optiku, jedinečné a autentické fotografie v souladu s marketingovou strategií vám pomůžou na webu zaujmout a získat zákazníky.

Doba čtení 4 min.Publikováno: 27. 1. 2017Rubrika: Osobní značkaŠtítky:

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Autor: Jan Tichý

f0e004a4d65277f4170d3f91a876aecf7bf0ee23001a554122eeb0183a3a226c?s=72&d=identicon&r=g
Jsem portrétní fotograf. Fotím portréty, které jsou přirozené a krásné. K portrétovaným přistupuji vždy s laskavostí a citlivostí, ať fotím jednotlivce, hudebníky, sto zaměstnanců nebo reklamní foto na web.

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