What They See Matters

Guide features visual communication recommendations based on audience research and tips for testing images on your campaign. Five takeaways include: Use images your audience can recognize as local; Include elements that help your viewers relate personally — like homes, activities, or people; With online action appeals or ads to new audiences, be careful of images that spark interests unrelated to your ask; Accompanying text can create impact, but the image comes first; and Juxtaposition can be effective.