A picture’s worth a thousand words, especially in the hospitality industry. Images bond a connection with our audiences and transport them elsewhere — even if it’s just for a moment. However and due to Covid, we now have to think twice before posting an image. The cheerful portrayals of packed restaurants, clinked beer mugs and intimate conversations we’ve stockpiled in a folder now catch virtual dust from going unclicked.
What images should brands be posting right now? Are you caught pondering between the “everything’s fine” pictures to the “this is the new bleak normal” pictures? Which one should you use?
Here at NOISE, we’ve done our research and the results are, well, neither. Let’s have a look and see what images you really should be using to bridge the gap between your brand and your audience.
Instead of showing off the happy worker eagerly waiting for customers, show the worker doing something that isn’t poised or staged. It could be a bartender cutting lemons, a manager taking inventory or a housekeeper washing linen. This gives users a behind the scenes look and an understanding of how your brand maintains its image.
WILD BLUE YONDER. From workout wilderness hikes to the ambience of tall palm trees swaying in the breeze, people are resorting to nature for their physical, mental and spiritual needs. As a result, it should come as no surprise that images of the great outdoors have provided a virtual oasis for those who can’t physically access it. That image of a lone person sitting on a park bench is no longer sad, but to many can be al-desko therapy. Wide open landscapes of beaches, oceans and sun kissed skies provide both the wonder and escape that so many crave right now.
CLEAN AND GREEN. Based on social media searches, users are all about accomplishing goals and leaving a lasting impact on the environment. Doing green things like planting plants and picking up trash are the footprints people are looking to leave behind right now. Some hypothesize that the younger generations of Millennials and Gen-Zers are using their green thumbs as a form of therapy.
In terms of thinking and planning ahead, nothing is certain. People want something tangible that they can depend on and care for. Images of dirty hands, blooming flowers and repurposing old items for are flourishing at the moment and providing hope.
EMPATHETIC RELATION. Life’s messy, especially now with millions of families living, working and even schooling inside the home. But instead of looking for an escape, many consumers are looking for something else — understanding. Honest images of vulnerability and frailty are more relatable to users now than the facade of the perfect moment. Think about it: kids are going to virtual school in pajamas, dogs are chiming in during conference calls and people are using digital backgrounds during Zoom meetings.
So instead of showing off the happy worker eagerly waiting for customers, show the worker doing something that isn’t poised or staged. It could be a bartender cutting lemons, a manager taking inventory or a housekeeper washing linen. This gives users a behind the scenes look and an understanding of how your brand maintains its image.
While trends come and go, one thing is for sure — the events during 2020 have changed the future. Here at NOISE, we’re committed to helping you identify those trends (Trendspottings!) and consistently push your brand ahead of the competition.