The Importance of Images in Equine Advertising The familiar cliché, "A picture is worth a thousand words," is correct. Difficult to describe details are visible at a glance in a photograph. Using an image in your print advertising quickly and concisely shows a potential client what you are marketing. Choosing the images to represent your equine business is an important marketing decision. Close attention must be paid to the purpose, quality and submission requirements for the photographs used to market your horse, farm or services. PurposeWhat type of horse/discipline/service are you advertising? The images used to promote a halter or performance horse should best represent the standards and trends in their respective group. Know your breed/discipline, study magazines for the current trends and choose the image that best demonstrates your horse's specialty. A farm or service is difficult to portray with a single photograph: make the image count by showing interaction as well as performance or plan on choosing several images for one layout. Advertising images should grab your attention and also be an accurate representation of what you are marketing. QualityThere are two ways in which images can be judged for quality: first is by technical standards and the second is by visual appeal. For judging technical standards; check that the photograph is in focus, the colors are harmonious, lighting is balanced not shadowed or harsh and also for conformation distortion. A lens with an insufficient focal length or improper camera angle may cause the horse's features to appear distorted. Digital files need to be large enough to offer high quality print resolution. If sending a print, a glossy finish is best for reproducing the image in advertising materials. Visual appeal is subjective, in general an effective advertising image will have the subject filling the frame without losing ears and hooves, horse and/or rider are appropriately turned out and the background is complimentary and uncluttered. Another equestrian or professional photographer may have an unbiased opinion when it comes to choosing the images to best represent your horse. SubmissionContact publications well in advance of your desired print date for submission specifications and guidelines for advertising. Publications have specific guidelines on digital file sizes and dimensions of photographs as well as for completed ad designs. Planning allows you to arrange a photography session with ample time to receive quality images in the sizes you need. A common and potentially expensive error of equine businesses is to overlook the legalities of using images in advertising. If your image shows a trainer, rider, handler or student with the horse protect yourself by having your human model sign a release that allows you to use their image to promote your business. If you are using professional photographs, permission is required from the photographer to reproduce the images in magazines. While some photographers bundle a usage fee with the purchase of an enlargement, others do not and you will need to purchase a license to use and reproduce the images for advertising purposes. Knowing your legal responsibilities and the publications’ guidelines in advance can save you money, time, frustration and help you keep the focus on your marketing plan. A poor quality photo costs just as much to use in advertising as one of the highest quality, but the negative impact it may have on your business is immeasurable. Show your potential clients an image that matches your drive for quality and positively impact your marketing goals. Article by: Rebecca Baucus www.rebeccabaucus.com EPNet Founding Member The Equine Photographers' Network (EPNet) is an international listing of working professionals offering promotional, private and art photography as well as design and video services for the equine market. Check their directory at www.equinephotographers.net to find a professional that can meet your promotional and private imaging needs. The Network's website hosts session preparation tips, an international directory of equine photographers, an informative newsletter on equine photography, updates on current workshops and information on additional network offerings.Established April 2001, Our mission is to promote members in our market and encourage professional integrity and career development through education, communication and support. Contact Carien Schippers for further Network information: 607.865.5215 email [email protected]. © 2003 Equine Photographers Network - www.equinephotographers.net- (607) 865-5215 Resource for Equine Image Needs • Online Education and Peer Support • International Directory • Online Gallery and Newsletter • Workshops
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