Who are the people in your neighborhood? Even in big cities, we see the same people all the time. These “everyday” people, be they baristas, Uber drivers, florists or grocery clerks, make the world go round.
And they’re exactly who should star in your next campaign. Today’s savvy consumers, bombarded by photography 24/7, know we’re not all supermodels. They’re more visually fluent than ever before and far less likely to buy into “picture perfect”.
What are they attracted to? Digital Arts Online recently called this style of advertising photography “idealized authenticity”; an aspirational real-world without the bad hair and poor framing often seen on social media.
By using aspirational—but still realistic—lifestyle images, your target audience can build a lasting impression of your brand. Get them to see themselves in your fitness ad or banking commercial or wellness blog post and they’ll be more willing to open their minds and wallets.
Younger consumers especially are more into spending their dollars on shared moments and experiences than possessions. But they still need to purchase products and services and are looking for a “sense of realness” with the brands they support. To establish trust, use images of real people in casual, real-life situations.
This really is the antithesis of old-school stock photography, a rejection of what the Walrus calls “calculated soullessness”. Pregnant woman with green hair, piercings and tats, wearing Cons? Check. She’s not “everywoman”, that’s for sure. And that’s ok. Project optimism, determination and hopefulness with genuine, slice-of-life moments even with imperfect lighting, exposure or setting.
Looking for winning visuals for your creative? Aim to illustrate the quirky people in your neighbourhood, in their very real lives. A little mess never killed anyone.