Does your company video look like this?
Scientist with beakers? Check.
Blue-collar guy? Check.
Racial diversity? Check.
Baby? Oh, hell yes.
These images, often combined with a solemn voiceover, form the basis of one of the most enduring, and enduringly bad, ad and corporate video templates. Stock video footage firm Dissolve created a masterpiece with its own goods.
Read more on images and authenticity
The power of images lies in their ability to tell stories and evoke emotions. We want emotions because without them there cannot be an action or change in behavior. Therefore, the kind of image we choose for our story is critical to the success of our presentation.
When it comes to visuals, authenticity is one of the most important aspects to take into consideration. Gone are the days of classic corporate imagery, the smiling businessman in jacket and tie, the perfect-looking model, the rosy baby. It is not just about how polished an image is, it needs to feel real, credible, authentic, something our audiences can relate to.
A clear example of this is the recent trend towards more realistic women in advertising. Brands are increasingly moving away from polished idealizations of the feminine in favor of more authentic images of real women.
Getty Images’ Pam Grossman has some very interesting and beautiful insights to share on authenticity.