Curiosity is the strong desire to explore, investigate or learn something new. We don’t always *need* the knowledge curiosity cultivates, but it fuels our insatiable appetite to understand the world.
Imagery that draws on curiosity disrupts the status quo and instills buyers with a sense of hope for a new experience or offers a glimpse into a new reality. Curiosity incentivizes our never-ending pursuit for better solutions to our problems or hints at easier ways of doing things.
We’re bombarded with visual information on a daily basis and a curious image will naturally set itself apart.
That’s not to say that an image should be used as clickbait.
It may succeed in “getting the click,” but the real goal should be enduring loyalty.
Brands that authentically communicate value with curiosity create long-lasting connections by positioning themselves as wells of opportunity.
A curious image will capture your buyer’s attention and stimulate them to take the action required to answer these three questions:
1. What is this about?
2. What’s in it for me?
3. Is it worth my time?
Here are three effective techniques you can use when shooting to create curiosity in your images:
1. Keep it simple: Don’t make your buyer work hard to understand what’s happening in your image; use product and props sparingly.
2. Add tension: Open the questioning loop with placement of your products and props. Negative (empty) space is a powerful tool here.
3. Make it mysterious: Use moody lighting to create atmosphere – add contrast and shadows.
Brands that are adept at creating curious imagery that stir emotions are those that see consistent sales month to month.
Natalie Napoleon is a photography educator and career pivot mentor for creatives.
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