#What are the diferent types of imagery skin#

Featuring older people (50+) in your campaigns, helps your marketing reflect the real world, and gives you a greater chance of tapping into this increasingly important market.ДЄccording to market research, over twoвЂ‘thirds of consumers say it is important to them that the companies they buy from celebrate diversity of all kinds. Older consumers are a powerful and growing demographic, but a study conducted by YouGov found that 79% of people over 50 donвЂ™t believe they are accurately portrayed in advertising. Marketers often overlook this universal truth-we all get older.

Highlighting the individual, rather than their physical or cognitive impairment, reflects the reality that millions of consumers live active, dynamic lives in spite of visible or invisible disabilities-and they, and the people in their lives-deserve to be recognized. Imagery that features people living with disabilities, can help shift away from stereotypes and good intentions, and focus instead on the richness and complexity of their real lives. Using imagery that portrays people in all their shapes, sizes, and complexions can connect with audiences in a way that feels very authentic-every brandвЂ™s goal. Traditionally, marketing and advertising have promoted unrealistic body types from predominantly young, white models. Showing realistic and diverse bodies is a bold and inclusive step that can help your campaign stand out and even boost brand perception. Showcasing LGBTQ+ people (the umbrella term LGBTQ+ encompasses a panoply of orientations outside of heterosexuality) in non-stereotypical careers, enjoying parenthood, growing older, and more is another way to bring diversity and authenticity to your brand. Portraying people of diverse sexual orientations means more than images of same sex couples and rainbow flags.

Imagery featuring people of different genders can be a powerful tool to add more diversity to your marketing. Conventionally defined as masculine and feminine, gender is complex and fluid and has grown to encompass androgynous, trans, other identities. It can help to think of gender in two ways- gender identity, how you see yourself, and gender expression, the outward expression of gender identity. Promoting gender diversity once meant incorporating images of strong, independent women, but gender is a broad concept encompassing attitudes, feelings, roles, and behaviors. Showcasing this in a truly diverse way means featuring people from a wide range of racial and ethnic backgrounds, including mixed race and multiple race origins, as well as indigenous people and others from under-represented groups.

#What are the diferent types of imagery skin#

Race and ethnicity encompass a potentially limitless combination of skin colors, cultural traditions, and national origins. Here are just some of the factors to consider when making your visual content more diverse. DeloitteвЂ™s вЂThe Value of Diversity in AdvertisingвЂ™ study 2019 found that brands with the most diverse casting in ads saw higher stock growth-44% average stock increase over the past 2 years, and GoogleвЂ™s 2019 study on inclusive ads found that 64% of people took some sort of action after seeing an ad that they considered to be diverse or inclusive.ДЄ 2020 approach to diverse imagery goes beyond the tokenistic portrayal of different races and depicts an array of people in non-stereotypical ways. Sure, thereвЂ™s a social benefit, but itвЂ™s good for the bottom line too. More than a trend, this triple-digit boost shows that diverse imagery is a necessary tool to help brands show that they understand and respect their audiences-not just as potential customers-but as dynamic, authentic individuals who also share much in common. A 2020 study found that searches for diverse workplace, diverse group, and multicultural group grew by more than 160% from 2018 to 2019.*

Why? Because consumers are more diverse than ever. Photography and video that portrays people of different races, ages, ethnicities, body types, abilities, and more-is increasingly important to successful marketing campaigns. Using diverse imagery is one way to achieve it. This вЂњrealnessвЂќ makes your marketing feel authentic. That often means reflecting their lives and aspirations-not retouched or staged. All great advertising or marketing campaigns, no matter what they are selling or what company theyвЂ™re promoting, have one thing in common-they connect with the target audience.