The Psychology of the Print

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There’s a big difference between consuming professional photography via a transient, temporary digital display on a screen versus a physical and tangible print product, and the activity in the brain associated with our emotions proves it. Scientists have cracked the code by studying the brain’s chemistry behind the emotional and psychological connection to print products and the findings are fascinating.

The good news is that you don’t need to be a scientist to help your clients understand the difference between digital photos viewed on a screen and printed photos and the emotional impact each has.

Just think of why you became a professional photographer. Certainly not to create transient, fleeting memories for your clients but to create memories that last a lifetime; to ensure your clients are able to relive and share their moments in time, stories, and special occasions again and again and again.

As a professional photographer, this is your legacy.

By simply guiding your clients with emotional-based facts you can logically, emotionally, and professionally help them make educated decisions about how they chose to preserve and relive their memories. And in the process, you will be conveying your expertise, knowledge, and professionalism that helps secure your reputation with your clients and referrals alike. Help your clients feel the difference between digital and print and watch your print sales sore.

We can all relate to tirelessly searching our cell phones for a certain photo of our child or pet to flash in front of a friend’s or loved one’s eyes or just view the photo for a moment ourselves. But then what? The memory is gone from sight until the next time it is searched and viewed again.

This ‘search and peek’ method of sharing and reliving memories may be OK for candid shots like selfies or last night’s dinner but certainly not for the milestone occasions that are meant to be shared and relived the right way. So, what is the right way to do it? The real question is:

How can you help your clients sustain the emotional impact and forever connection with their memories?

Here are some guiding principles:

  • Confidently and clearly share the message that milestone occasions and treasured memories are meant to be printed. You know this as the hired, trusted professional and your clients will appreciate your guidance and knowledge.
    • Digital photos on a screen are fleeting and volatile and simply don’t touch us physically and emotionally like printed photos do.
  • Share proof prints and printed products as part of your marketing materials, in your front facing client meetings, and in all selling opportunities.
  • Create a print expectation.
    • Build a portfolio of client images displayed in the home.
      • A wedded couple happily and actively gazing at (or holding) their wedding photos (framed prints , flipping photo albums, gifting products for family and friends).
    • Include print applications in your marketing and sales materials focusing on what happens ‘after the capture’.
  • Convey the message that the capture is just the first step in the memory preservation business. The second step is physically printing the memories.
    • The professional printed image is the ONLY way to ensure that memories last a lifetime and beyond.
    • Digital files can be lost, clouds drift off and hard drives crash.
  • ONLY offer packages that include prints with a surcharge for digital ready files.

By implementing a ‘print centric’ sales approach into every customer interaction you ensure that your clients will enjoy the emotional attachment to their memories for a lifetime.

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