Construction materials are not always the most glamorous of products, let’s face it, no matter how much pride, energy, research and development one puts into a concrete expansion anchor, not many of your customers are going to have an emotional experience looking at a metal anchor on your website. It’s just something they need to fasten that chunk of stone to another chunk of concrete that will be buried inside a wall. It is likely that the project architect or spec writer who chose that product will ever actually ever see it in person. Therefore, you don’t need to use images of your products to sell to them right?
YOUR PRODUCTS ARE BEAUTIFUL
“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works” Steve Jobs.
When you show your products in your promotional materials, your installation instructions, your suggested details, the main goal is to show that the product is designed well. It will perform it’s function properly. The beauty of a functional object, which most construction products are, lies in it’s ability to perform. I see any well designed object as being intrinsically beautiful. If you don’t realize this, stop and look again at your products and see the beauty in them. If you show your customers ads, drawings, illustrations that draw attention to the beauty of the design – you just created an emotional connection leaving a positive impression.