An image is one of the closest ways we can come to experiencing a destination without physically going there. Good, strong images will influence someone’s decisions, expectations and emotions before they even set foot at the location.
Here are a few reasons for using great imagery online, how to make the most of it and how to get the best shots possible without breaking the rules.
We’ve got something to shout about! It’s not just us that think so – readers of Rough Guides have voted Scotland the most beautiful country in the world.
Use images to set the scene, convey mood and emphasise tone of voice. The style of your photos is a great way to convey your brand and let people know what to expect.
Add a human dimension and re-enforce the connection. Photographs of an excited family, a group of friends over dinner or someone who has just climbed to the peak of a mountain let the viewer put themselves in the scene and entice them to come and experience Scotland for themselves.
Mix it up a bit
A holiday is an experience and choosing a destination is an emotional decision. Tell your story with high impact photography and lead your viewers on a journey of your product.
The best way to create that visual journey is through using a variety of images. This is about showing what a visitor can do and experience. Use establishing shots to show off the location in full and mix these with the closer shots that show the unique details. These combinations tell a story about what is on offer.
Use social media
Social media isn’t just a great way to promote your product yourself. It’s also a way to let other people do it for you. If you can inspire users with amazing imagery, then they will promote it for you – channels such as Instagram exist to share images.
Finding images and ensuring they are legal
These days it can be tempting to grab an image you like from the internet. Copyright law exists to protect the creators of media from theft and misuse of their work so it’s important only to use images you own or have permission to use. If you’re in doubt, don’t use the image. If you’re not a photographer yourself, there are a few ways to get great images you can use.
Hire a professional photographer – although this can seem like an expensive option, working with the right photographer allows you to shape the style and get a high quality end result.
Pay a minimal amount for images using a Stock Library – from as little as a few pounds you can purchase rights to use high quality images.
VisitScotland’s image library – an extensive bank of photographs which you can apply to use if you are promoting Scotland as a tourism destination.
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