It’s quiz time: What’s wrong with this image?
These people don’t look real – they’re too eerily pleased with themselves, too colour-coordinated, too stock.
They therefore don’t create a very authentic impression.
These types of images are unfortunately the go-to when it comes to financial services websites.
But it’s not easy to find the perfect image - you don’t want anything too realistic. No one really wants to see what pensioners actually look like with their liver spots and funny teeth – that would be depressing.
What you want is to strike the right balance between being authentic and aspirational so you can get people excited about what you’re selling. You need to show them how excellent financial planning fits into their life and that it gives them freedom, options, comfort and security.
Think of the most successful company in the world, our friends Apple. They show you images of sexy young things having a wonderful life thanks to the Apple product.
I know that’s not me wearing a flatcap, but I know I want to feel the emotion that dude is conveying. And I know how easy it is to get that.
People are making emotional decisions when they’re checking out a financial planning websites, so a calculator or a City of London skyline is going to leave them cold.
As is the image of two taught skinned pensioners who look as if they were once part of Pan’s People running along a beach.
But if you believe it is possible to be that happy while jogging then please use the above image with my blessing