2 B. (8 marks) Explain in detail how the image(s) strengthens the post from a digital marketing perspective. You may reference: 

• Attention economy 
• Scroll behavior 
• Visual hierarchy 
• Brand perception 
• Trust building 
• Emotional triggers 
• Information processing 
• Conversion influence: Be analytical. 

This is not a design reflection. This is marketing reasoning. 

This choice of imagery in this post strengthens the post overall and ties everything together. The Image is front and center and in full colour as opposed to being blacked out, so that it catches your eye right off the bat, drawing your eye to the center of the page. This helps increase the reader’s attention span. As we discussed in class, first impressions are made within 50 milliseconds of seeing the ad, so getting their attention quickly and keeping it is crucial. This is also why I opted to put the image in front of the text, so that you see the image first, then read the text behind the athletes to get the full effect. This is an element of visual hierarchy and understanding how people read. This differs from the pattern because that is about how people read lots of words; images change the way people perceive information and, therefore, also change the way people read when there are visuals present. 

The emotional triggers of the image also complement the text. As I talked about briefly above, the image is meant to instill a sense of purpose and individuality, making the reader feel like the main character. This makes them feel like they are important, or rather, they don’t feel the way they want to know how they can feel that way. Athletes are different from non-athletes; they understand the hustle and being driven and wanting to stand out, and the message that we are trying to give them is that they can feel that way, progress, and be seen at Catalyst Photography. This also aligns with the values and branding of Catalyst Photography. We want to give our clients that feeling of being important and being seen and celebrated. It sounds cliché, but if we can make them feel that way and elevate their confidence, that is why they will keep coming back to us. This element of having repeat customers is important to our business, as sports are seasonal, and we want to build a strong year-round clientele, so having repeat customers gets us more work every season.

The font choice is also meant to complement the image as well. The reason for this is cohesiveness, so that they play off of each other. The font is strong and built, which is in alignment with the subliminal messaging we want to give to our viewers and how we want our athletes to feel. This also helps with brand identity because we want to be associated with that feeling of being strong and bold, and we want our clients to feel that way as well, and we want prospective clients to know that’s how they are going to feel when they choose to ally with Catalyst Photos.