Why Good Images Matter in Ads — and How to Improve Yours

High-quality images are crucial in advertising. They capture attention and evoke emotions. Not to mention, 67% of people say clear, professional images are “very important” when it comes to buying something, notes MDG Advertising.

Here at Zoe Marketing & Communications, we’ve helped hundreds of clients find vibrant, compelling images to do just that. And yes: This includes using so-called “stock” photography — an excellent tool that can get a bad rap. Here, we’ll touch on four image essentials:

1. Why good images matter in advertising
2. How to ensure proper image resolution
3. Tips for choosing effective images
4. How to use stock photography strategically

Let’s dive into how the right images can elevate your ads and drive better results.

1. Why good images matter in advertising

Words are essential, but compelling images often capture attention first — and draw people in. Your images should be relatable and can spark feelings like:

1. Excitement: “Oh, that looks fun. I want to do that too!”
2. Welcome: “This feels accessible and open to me.”
3. Warmth and calm: “I feel at ease about this.”
4. Intrigue: “Interesting! I wonder what that’s about.”
5. Comfort and security: “This looks like a safe place to send my child.”

The right photo can do more than just look good — it sets the tone for your brand and drives action.

2. How to ensure proper image resolution

Photos lose their magic fast if they’re blurry — or take too long to load. Clarity and size matter. Using images with the correct resolution ensures they look sharp and professional:

• Web use: Use 72 PPI (pixels per inch) for clear online images, and compress files to reduce load times without losing quality (tools like TinyPNG or Optimizilla can help).
• Print materials: Opt for 300 DPI (dots per inch) to maintain sharpness in print.

Always avoid enlarging low-resolution images, as this leads to pixelation and poor quality.

3. Tips for choosing effective images

Select photos that are well-lit, relevant and visually engaging. A few pointers:

• Positive visuals: Images of happy, engaged people can enhance your ad’s appeal.
• Avoid negative tones: Steer clear of photos showing disinterest or discomfort.
• Keep it simple: Avoid cramming too many people or elements into a photo, as clutter can dilute your message.
• Be authentic: When possible, use actual images of your business or customers. If taking your own photos, focus on natural lighting and clean, uncluttered backgrounds.

Here’s a good example from one of Zoe’s clients. This teen looks genuinely focused, with natural light spilling in from a window. The photo is clear and crisp:

4. How to use stock photography strategically

Stock photography — professionally shot images available for licensing — can be a lifesaver when used thoughtfully.

Online libraries like Shutterstock and iStock offer millions of options. To make the best choices:

• Align with your brand: Choose images that match your style and resonate with your audience.
• Avoid clichés: Skip overly staged or generic photos that feel inauthentic.
• Customize when possible: Add filters, overlays or text to make stock photos feel unique to your brand.

Next steps for elevating your ad visuals

The right visuals can captivate your audience and boost engagement. Need some help? Talk to us. Zoe can help you source or create visuals that align with your goals. Or, learn more about:

• How to create compelling digital ads
• How to take good photos for your marketing