THE RULE OF THIRDS – HOW AND WHY THIS SHOULD BE APPLIED TO MORE THAN JUST PHOTOGRAPHY

The rule of thirds – this is usually a phrase that we hear in relation to art and is often applied by artists when composing a photograph or artwork. Put simply it is when the image is divided into equal thirds both vertically and horizontally with the most important aspects sitting along the lines and the horizon at the top or bottom line. The thought behind this is to stop the image being divided in half by the horizon and to create eye catching pieces of work.

I believe though to confine this rule to art is a mistake. As a keen photographer in my own time, and a marketeer by profession, I have often found a synergy between the practices and it seems clear that many of the ‘rules’ have a use when exploring marketing too.

The rule of thirds does not just apply to artistic images or imagery – it also applies to a brand image. By this I mean the way that people see or may perceive a brand. And this isn’t just down to the logo, but the whole perspective, including: where the brand is placed amongst industry peers, the connection it has with customers, and sales success. These three things put together in the correct way make up an aestethically pleasing brand image, much like the correct thirds make up an aestecthically pleasing photograph.

SALES

Take the element of placement, which is central to the rule of thirds, and consider this from a marketing perspective focused on campaign content. It may seem the obvious thing to place the content or call to action that focuses on the end sales goal in the centre of every campaign. To many it could seem like the most efficient way to reach the goal, but this is not necessarily the case. Just like in photography, those campaigns that place the focus in one of the thirds instead of in the centre, create far more impactful results as people engage with the whole brand as well as the call to action.

When it comes to imagery, for example a logo, rather than forcing the image of the brand upon the customer, keep it in their constant peripheral while engaging with them over something else. Of course, one third of your marketing picture should always be business focused, such as advertising products over social media, but the other two thirds should be sending a different message, one that links to your business overall, but not explicitly.

The perfect marketing image focuses the customer on sales without them realising it. The other third draws their attention while the main business focus is still present to them on a subconscious level. A well-rounded picture of your brand is created, and sales increase due to the knowledge you’ve shown and the connections you’ve built.

CUSTOMERS

Engagement with customers is a vital third. Customers are part of the brand image, without them it is impossible to succeed. They act as part of your marketing strategy by passing on recommendations (or criticisms) to other potential customers, so you need them to blend in seamlessly with the rest of the brand image that you’ve created. Businesses that force products or services on customers build no trust. It shows that your number one care is sales and you don’t want your customers to think this. Interact with them on social media, with replies that aren’t purely about the brand. Like their comments and thank them for supporting the business to show that you are human. If done correctly, customers will highlight exactly what you want to those “viewing” the brand image, and more people are likely to use your company.

Competitions are a brilliant way to engage, as customers see it as a chance to benefit themselves and as a reward for their loyalty. Not only do you gain their trust, but you also develop a sudden and large amount of interest in your business. The more people see the competition from likes and shares, the more people there will be exploring your products or services. Two thirds created in one swipe of the brush! The end goal of increasing sales is met, but this goal was at the peripheral instead of central.

INDUSTRY PEERS

Acknowledging other industry leaders demonstrates that you’re aware that you’re not the only business in your sector and that you’re not afraid of this fact. Adding your own thoughts to ideas others have expressed places you as someone who is on their level and has thoughts that are a valued addition to wider industry conversations. Competition isn’t something to hide from, it’s something to face head on. This third creates a sense of knowledge within the overall brand image. An important aspect that is needed for both companies and customers to trust your brand.

The rule of thirds may seem like an abstract concept when applied to marketing, as you can’t see the different results on paper in front of you. Although, perhaps you can. Better reviews, more connections and growing sales profits are the final result and these are things you can compare to past attempts. If your brand keeps succeeding, then you’ve created a stunning image.