In direct response design, a photo is more than just a pretty face to attract attention. It needs to be compelling enough to help move people to act.

That’s a tall order. So how do you choose photos that are up to the task? By asking yourself 5 key questions:

1. Does the photo support the message?

That’s its purpose – to reinforce the headline idea or product offer. So if the image doesn’t work with the words to send a clear message immediately, ditch it.

This simple photo that I composed for a religious organization does the job. It draws you in right away with symbolism that gives the copy more impact — the candles reinforce “UNITE” by how they touch one another.

2. Does the photo evoke an emotion?

Whether it’s a feeling of joy from being part of a solution or excitement in solving a problem — emotion drives action. A photo that “sells” makes the viewer feel something, and that emotional connection is what pushes people to click, call, or donate.

The photo above shows lit candles in the dark, which are associated with religious organizations and evoke a strong feeling of hope.

3. Does the photo show the outcome or benefit?

Symbolism works, but what if you’re promoting a product and you want to get more literal? Rather than showing the product itself in a vacuum, show the result of using it. Something as simple as this will get attention: Happy customers enjoying the product, as in this postcard I created.

4. Does the photo have strong composition and focus?

Whatever you choose, remember to avoid clutter. As you can see from the two photo examples I showed above, a compelling photo …

• Has a clear focal point.
• Uses contrast or lighting to guide the eye.
• Is well-framed for the intended layout (especially if text or a call-to-action needs to be overlaid).

5. Does the photo have “multichannel fit ability”?

When the photo needs to work across various print and digital sizes for a multi-channel campaign, it’s
 important to keep it simple with a central focus point. This way the photo can be easily reformatted from a horizontal format to a vertical one, a large image to small, and more, without losing its intent.

These are just a few tips on how to choose a photo that’s compelling enough to “sell” better for you. Want more? Read my blog post about the importance of context.