What type of imagery is more impactful: Product or Lifestyle?
CPS develops interactive touchscreen presentations for clients to use in customer-facing environments. Our SalesTouch product (used in sales and leasing offices) frequently displays neighborhood amenities — schools, shopping, dining, recreation, etc.
We’re often asked, “What do you think? Should we use pictures of the outside of the location or a map or something different?”
|Wouldn’t you like to find out more about living in this neighborhood?|
The same question can be asked more generically, “What types of images motivate consumers: product or lifestyle?” since motivating a consumer decision is the ultimate objective of the image.
Opinions vary all over the map.
Those advocating for “product” say that type of image creates a communications path and link with the product.
Others suggest “lifestyle” saying those images can instantly illustrate an unrealized need in an uncomplicated fashion.
In a somewhat informal poll, using marketing blogs, lifestyle appears to be the most prevalent. Karl Adrian said it well, “Rule of thumb: first, sell the heart, then the mind, then the wallet with product benefits and pricing.”
What do you think?