An image with a unique point of view can grab your audience’s attention. And finding an image with the right point of view can reinforce your message. Combine them, and you've got something that feels authentic (think fly on the wall) and fits your brand. An image shot from below can make the viewer feel small or powerless, even threatened, like when we look up into the vastness of space, or at massive old growth forests, but it can also make the viewer feel as if they're actually there.
An image shot from above, however, can evoke thoughts of protection, sheltering and caring, such as you would have towards children or pets. Plunge your audience into the scene by choosing an image where the camera has replaced the subject, such as an (unseen) patient in the hospital surrounded by hospital staff. Want your audience to quickly connect with your message? An image where the subject is at eye level with the viewer will help.