The importance of using imagery, expert advice with Stuart Brunton

“Research consistently shows that images are one of the most powerful tools in digital communication. They capture attention faster than text, evoke emotion, and are more likely to be remembered.”

Stuart was also keen to stress the importance for Scottish tourism businesses of using imagery that stands out in a crowded digital market – it can often be the deciding factor in whether someone clicks, shares, or takes further action.

“Dramatic landscapes, vibrant cities, and authentic moments help potential visitors imagine themselves in Scotland. Visual storytelling can also enhance your brand perception through using consistently striking visuals. Every image must work hard to inspire and put Scotland in the mind of the viewer.”

“When capturing images for VisitScotland our aim is to tell a story that resonates emotionally and visually. We aim to convey a sense of place, atmosphere, and experience. Whether it’s the serenity of standing by a loch or the buzz of an event, we want to put the viewer in the moment of how it would feel to be there.”

Stuart’s approach when capturing images for VisitScotland could also be applied to your business.

Things you should consider when trying to engage your customers include:

• technical aspects like light and composition
• including a human presence to give a sense of connection to the space
• seasonal imagery that showcases your business all year round
• using images which demonstrate the accessibility of the experience you offer

“Planning a shoot for VisitScotland involves detailed pre-production to ensure we capture the right content efficiently and effectively. This includes location recces, weather watching, coordinating people, and securing permissions.

“Collaboration with local partners helps us access authentic experiences, expert knowledge and assist with access.”

Your shot list should:

• align with your campaign goals, brand guidelines, and audience personas
• consider diversity and accessibility in casting and settings to ensure inclusive representation

For Stuart, being efficient and maximising the resources available results in quality images that can be used in different scenarios.

“Timing is often crucial considering capturing the right light, season, or event can be the difference in a good or great image.

“We also plan for multi-use content ensuring we get stills, video, and social-first formats in one shoot to align storytelling across our channels. This also gives us a range of content available to share with partners.”