Your brain processes images differently than words. And when you use both words and well-chosen images in combination, you activate both parts of your viewer’s brain, which helps them remember your message over time.

But you can’t use just any old image. To use images effectively, first understand the two basic categories of images: literal and conceptual.

In many cases, literal images are perfect, and very appropriate. Literal images depict something as it is, in the best light possible. They work best for:

• Product catalogs
• Location shots
• Headshots

Images that are considered conceptual encourage the viewer to make a connection or fill in the blank between the image and the words you use with it.

See the video for a few examples. This category of images can powerfully cement your message in your viewers’ minds.

By the way, my favorite image editing tool is PicMonkey (that’s an affiliate link).

How about you?

How do you use images in your marketing? What do you find challenging about it? Let me know in the comments.

You can learn how to create website and social media images with the free resource found in How to Create the Best Web and Social Media Images.