Step Two: Foolproof Photos
Environmental advertisements, websites, and outreach materials typically use photographs in an unbalanced way — too much nature photography, and not enough faces and photographic examples of the behavior you want. Because a picture is worth a thousand words — you should focus your attention on good environmental photos before you focus on your environmental writing.
Here are four categories of photos that are foolproof — they’ll help you get the response you want:
Faces
Humans automatically behave in more socially conscious ways when they detect a visual pattern resembling a gaze
That’s how the Washington Post summarized an article about effective advertising and communication that appeared in the Journal of Human Nature. You should act on this finding by putting at least one picture of a face — big enough to see the eyes — on every page. Humans are better than other mammals. Mammals are better than birds. Birds are better than fish, reptiles, amphibians, and bugs — but fish, reptiles, amphibians and bugs are better than nothing.
Photos left to right: NRCS, ifyouwonder, USACE, mikebaird
Fixes
Monkey see, monkey do — so environmental advertisements and websites should show pictures of people solving the problem, not causing it. You get bonus points for showing people solving the problem in the company of friends and family, and with smiles on their faces.
Photos left to right: Faceless B, Eric Eckl, Cinto2, Eric Eckl
Families
Pictures of families relaxing and having a good time together outside appeal to Americans from all walks of life — they can see themselves in the picture. Pictures of athletic individuals, engaging in high skill activities, using expensive equipment, in faraway places, appeal to a much more limited and elite slice of the public. Most simply won’t see themselves in that picture.
Photos left to right: jakesmome,lakewoodrat, Eric Eckl, skidrd
Foes
The work of the conservation community arouses suspicion from some quarters, particularly people involved in certain industries or recreational pursuits. You can help those those people feel welcome and included in your effort by showing pictures of them — acting responsibly — in your environmental advertisements, website, and outreach materials.
