by Bill Tancer, General Manager of Global Research Experian Marketing Services

The Importance of Visual Image

During my days of practicing trial law, I dabbled in the pop psychology of neuro-linguistics. The thinking was that to effectively communicate with a jury I would have an advantage if I could identify if a juror processed information visually, emotionally or through sound. While I can’t remember all of the specifics of the practice I do remember that I identified as being primarily visual in the ways that I process information, and that I was in the majority.

Throughout my later career as a writer, analyst and speaker, I can’t underestimate the importance of visual image. When analyzing large amounts of data I tend to use data visualization tools to find pattern and outliers.

I met Misti back in 2003 when I was conducting research for my employer on how to effectively market to small business owners. I was immediately struck by Misti’s passion for her trade, so much so, that she served as an inspiration for me to develop my own love of capturing images, which I now practice as a street photographer.

Knowing Misti over a decade, she has taken numerous corporate headshots for me as well as the back cover photo for my two books Click: What Millions of People Are Doing Online and Why it Matters and Everyone’s a Critic: Winning Customers in a Review-Driven World. I’d never think of using another photographer, primarily because I’m very picky about how a portrait, book jacket cover photo or headshot looks.

You see I have this theory…

Take a minute and log onto a random corporate website and look at the “About Us” section and then scroll or click to “Management.” Now take a look at the executive portraits. Then take a look at the corporate head shots on Misti’s page. Notice the difference? Yes Misti is a technically superb photographer, great lighting, great composition, but there’s something else.

My theory is that a portrait is not just a static image; it’s a conversation between the photographer and subject. If you look closely at Misti’s work you’ll see a sliver of that conversation, the way she makes you laugh or think during a session. Misti and I have something in common; we’re both visual people. As a visual processor of information, I can immediately see how her work is more than just a collection of static images. It’s about the connection that she has with her clients and friends.
 

About the Author Bill Tancer, General Manager of Global Research Experian Marketing ServicesA New York Times Best Selling author and former online columnist for TIME magazine, Bill Tancer brings more than 15 years of marketing, market research and corporate strategy experience to Experian Marketing Services. As the general manager for Global Research, Bill leads a team of research analysts providing cutting-edge research and insight into online consumer behavior and the application of online competitive intelligence.Bill’s analysis of the online landscape has been quoted extensively in the press, including the Wall Street Journal, New York Times, USA Today, Business  Week, Television Week, Forbes Online and CNN Money. Bill is a frequent guest on CNBC, and has been interviewed on MSNBC, NPR, Dow Jones Marketwatch, CNN Radio and CBS Radio, and ABC News’ hit series 20/20.To learn more about Bill, visit his website www.billtancer.com