How do you use images to create emotional connections with your audience?

When I was working on my documentary In Search of Bidesia, my goal was to highlight the story of indentured migration during the British Raj in India. With no way to recreate the conditions or find video footage, I turned to B&W images sourced from the archives in the UK. These powerful photos completely transformed the narrative. The starkness of black and white brought the raw reality of the migrants’ journeys to life. The images added depth and drama, capturing the uncertainty, hope, and profound sense of loss from being separated from families and their homeland. This decision shifted the film from a simple historical account into an immersive, emotional experience that made the story not only relatable but unforgettable.

Knowing your purpose is the essence of visual storytelling. You need to know exactly what you want your audience to feel, what you want to convey, and what you want to achieve (CTA or CTF). In marketing, we often use CTA (call-to-action), but in recent years, CTF (call-to-feel) has emerged. The goal of visual storytelling isn't always action; it can also be a feeling. Once you know what you want to achieve, choose images that communicate your message. But always check with someone else to see if you're conveying what you think you are. I've often changed images after checking with the target audience.

Selecting the correct image requires thinking about all the possible ways an image could be interpreted. Make sure your image does not say something you do not intend for it to say... historically, socially, economically, and so on. Exploring all the possibilities is necessary.

This all boils down to feelings and emotions. What’s the immediate association when you see the image? You always want to appeal to some emotion in your audience. If the story is about travel, it's not enough to just have pictures of the destination or culture. You need to be more specific about the feeling you're addressing. If the story is about a vacation spot, you might want a picture of someone relaxing on a sunbed with a cocktail in hand. Something that communicates the feeling you're talking about. If you're giving tips on how to sleep on a plane, you need a picture of someone sleeping on a plane. If you're talking about traveling with kids, you'll want a picture of a family traveling smoothly, and so on.

Using images to create emotional connections requires careful selection that aligns with your topic, audience, and purpose. Relevant images should complement and enhance your message, evoking emotions that resonate with your audience’s values and needs. For example, travel stories benefit from vivid images showcasing destinations, cultures, and experiences, while health-related topics might feature images of symptoms, diagnoses, and treatment to evoke empathy and understanding. Steer clear of overused, generic visuals that fail to connect; instead, choose images that feel authentic and relatable.

Every image should have a purpose and a reason for existing in your visual story. The order, style, and size of images provide context to the story you are telling.

Klarheit vor Kreativität: Bei der Bildbearbeitung ist es entscheidend, sich auf Klarheit zu konzentrieren. Wir nutzen hauptsächlich Canva und Photoshop. Unser Ziel ist es bei einem Posting z.B. auf Instagram, ein klares, aussagekräftiges Bild zu schaffen, das unsere Botschaft unterstützt.

Level up your pics! Editing isn't about making them fake, it's about bringing out the best in them. Imagine that amazing vacation photo – a little cropping to ditch the power line photobomb, maybe a touch more brightness to make those beach colors pop. Now it's a masterpiece! Editing tools are like magic wands – you can add text to tell the story, use filters for a cool vintage vibe, or even put some funny stickers on your bestie's face. So don't be afraid to play around – a few tweaks can take your photos from good to "wow, how'd you get that shot?"

The most profound and obvious way that we emotionally connect with images is with pictures of people! People always engage our attention, and especially when their faces have a distinct expression that aligns with the desired emotional connection you are trying to create.

Using images strategically, I sought candid shots capturing genuine emotions. Focused on relatability, opting for diverse representation. Employed vibrant colors and evocative compositions, aiming to evoke empathy and resonance with the audience's experiences.