What Images Increase Sales to Today’s Women?

Marcy maloy - two girls

What are the most important elements in advertisements targeting women?  Quite often – the images.

As we've seen, women sometimes don't respond to/relate to the same images that men do.

So what images do women respond to?

I asked Sally Bjornsen that question.   Sally runs Sally Bjornsen Represents where she represents a select group of photographers.  Ad agencies hire these photographers to do photo-shoots for their clients.  I wanted to talk to Sally for two reasons:

  1. She has an extensive advertising background working for companies like Nike and Nordstrom as well as running her own women-focused ad agency.
  2. With her current business, she sees firsthand what types of images agencies are looking for today.  

Sally has seen some trends as to what types of images are connecting with consumers, especially female consumers.

Which images attract/resonate with women?

Authentic/real images– Posed, stiff images can look, well, posed and stiff (think of the typical family portrait). Women respond to less formal, more authentic looking ads that include women they can relate to. Women want to be able to put themselves into the ads.

I love this image by Marcy Maloy.   The fact that the tiara is slightly askew makes the image more authentic and relatable.

Marcy maloy - girl in tierra

Images that include specific details– The problem with much of the imagery on the web is that it's stock photography, which is very generic, purposefully.  They don't want to show a lot of clothing, or jewelry or other specific details that might date the picture and make it less versatile. 

Yet women notice details.  They are paying attention to what the woman in the image is wearing (would I wear something like that?)  Is the baby sporting a new trendy product?  What about her hairstyle?  Is she carrying a purse like mine?  Sally cited a catalog shoot where they placed a Vanity Fair magazine on the table and Jane Eyre on the bookshelf.  The women actually commented that they love Jane Eyre. 

Images that convey emotions – One of Sally's photographers is Marcy Maloy.  She's an expert at pulling emotion out of people. She photographs a lot of babies and moms and babies together. 

A major consumer products company hired Marcy because of her ability to capture real emotions. 

Images with people interacting– I'm throwing this one in because women are focused on relationships.  They want to see how multiple people in an image are interacting. I noticed Marcy's pictures often feature more than one person. You instantly want to know what the relationship is between the people in the photo.

Marcy maloy - dad and girl  

Marcy maloy - girls sleeping 

Look at the images you're using in your advertising.  If you want images that will resonate with women – check out Sally Bjornsen Represents for a host of talented photographers.

To see a recent web test on images, read How Images Increase Sales to Women.

This entry was posted in Marketing strategy, Marketing to women done well, website design for women and tagged , , , . Bookmark the permalink.

12 Responses to What Images Increase Sales to Today’s Women?

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    Enjoy these kind of UGG boot, they’re cozy, secure and look genuinely intelligent when using attaching inside the rear from your shaft. Your braid is the reason in which small further some thing. Content by using regboots purchase!
    They are great boot styles! They are our next number of UGG boots much like our 1st, “Dusk,Inch they’ve got the particular extremely base while using only that could be changed, that people Adore! In the event you substitute the sole every single period (yr) they feel wonderful once again. NOTE: applying regboots design bottom, that they operate large- Typically I’m a Nine.5 in shoes/boots, I bought these types of within the 8, and they’re excellent. Once you you can keep them, they may be a little limited, but inside a week they will expand as well as adjust ideal. UGG boot genuinely should help make due to the very reality in Grey!!! I managed to get dark since which was my simply choice. Furthermore, you can actually spin the most efficient decrease simply a effect, if you need that are, to indicate the actual shearling. And also as a result of darker colour, they are going to turn the base temporarily black-ant when first donned that also goes away after a number of wearings.

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    Enjoy these kind of UGG boot, they’re cozy, secure and look genuinely intelligent when using attaching inside the rear from your shaft. Your braid is the reason in which small further some thing. Content by using regboots purchase!
    They are great boot styles! They are our next number of UGG boots much like our 1st, “Dusk,Inch they’ve got the particular extremely base while using only that could be changed, that people Adore! In the event you substitute the sole every single period (yr) they feel wonderful once again. NOTE: applying regboots design bottom, that they operate large- Typically I’m a Nine.5 in shoes/boots, I bought these types of within the 8, and they’re excellent. Once you you can keep them, they may be a little limited, but inside a week they will expand as well as adjust ideal. UGG boot genuinely should help make due to the very reality in Grey!!! I managed to get dark since which was my simply choice. Furthermore, you can actually spin the most efficient decrease simply a effect, if you need that are, to indicate the actual shearling. And also as a result of darker colour, they are going to turn the base temporarily black-ant when first donned that also goes away after a number of wearings.

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    Adore regboots kind of trunk : offers warmness, good grip throughout slick circumstances. Provide worn these people within all day long lengthy at the office with no heating up. Suede isn’t my personal very first selection inside slush, nonetheless they manage to endure drinking water effectively. I am a size Several 1/2 along with measurement Seven worked well mpvlcp ingboots bailey button triplet ugg boots sale uggs ugg boots sale mjw alright inside absolute best tall boots My partner and i personal. Furthermore have some Best quick (inside Seven, brown), that has was all around Four years of degeneration, but nevertheless appear (and really feel) great. Really worth the cash!
    We liked my personal last band of Ultimates, that people triggered 3 years ago. I made a decision it absolutely was lastly time and energy to retire my previous match and also exchange them. I bought regboots kind of fresh set inside the exact same dimension, but regretfully they merely did not in shape. The particular toes ended up being exactly the same size, though the lower-leg starting had been bigger than my older set. I’m rather slim, (5’9″ and 130lbs), plus they hung away from my personal calves…I am genuinely depressing. I was actually browsing to my personal new couple, however are too large over the cellule. Not an issue using the standard, exact same excellent UGG boots! I recently really want they’d not provided the actual leg bone fragments opening up quite a lot even bigger! I am just going back our couple, but still departing any Five star ranking.
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    Enjoy these kind of UGG boot, they’re cozy, secure and look genuinely intelligent when using attaching inside the rear from your shaft. Your braid is the reason in which small further some thing. Content by using regboots purchase!
    They are great boot styles! They are our next number of UGG boots much like our 1st, “Dusk,Inch they’ve got the particular extremely base while using only that could be changed, that people Adore! In the event you substitute the sole every single period (yr) they feel wonderful once again. NOTE: applying regboots design bottom, that they operate large- Typically I’m a Nine.5 in shoes/boots, I bought these types of within the 8, and they’re excellent. Once you you can keep them, they may be a little limited, but inside a week they will expand as well as adjust ideal. UGG boot genuinely should help make due to the very reality in Grey!!! I managed to get dark since which was my simply choice. Furthermore, you can actually spin the most efficient decrease simply a effect, if you need that are, to indicate the actual shearling. And also as a result of darker colour, they are going to turn the base temporarily black-ant when first donned that also goes away after a number of wearings.

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    Adore regboots kind of trunk : offers warmness, good grip throughout slick circumstances. Provide worn these people within all day long lengthy at the office with no heating up. Suede isn’t my personal very first selection inside slush, nonetheless they manage to endure drinking water effectively. I am a size Several 1/2 along with measurement Seven worked well mpvlcp ingboots bailey button triplet ugg boots sale uggs ugg boots sale mjw alright inside absolute best tall boots My partner and i personal. Furthermore have some Best quick (inside Seven, brown), that has was all around Four years of degeneration, but nevertheless appear (and really feel) great. Really worth the cash!
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