Editor’s Edge Feature - Nüage Designs

Fun fact: There are over 1.8 billion images shared daily…that’s a lot. Kristi Drago-Price, founder of Editor’s Edge, knows that and thinks it’s kind of awesome. She also thinks that your images now need to be worth waaaay more than a thousand words to compete with all those selfies and cat memes!

That’s what Editor’s Edge is all about – finding (or creating) the perfect visual content to represent your brand and connect with your ideal clients to make your business a great success. That can entail anything from photo shoot art direction to re-branding or even just curating your images better. We sat down with Editor’s Edge to get a sense of how visual content curation can really up the ante and it was eye opening!

They curated a styled photo shoot for us, for anything from digital to print, showing us how the right images can tell the right story so that your brand rises above the rest. Get ready to take some notes to #sharpenyourbrand!

Nuage Designs: Why is image curation so important?

Editor’s Edge: We are in the midst of a visual revolution! Visual content is processed 60,000 times faster than text and with just eight seconds to grab a person’s attention (or, slightly less than that of a goldfish), creating compelling visual content is the only way to stand out in an over-saturated market. It’s crazy but a viewer will remember only 10% of what they hear, 20% of what they read and 30% of what they see.

ND: What elements should be included in the telling of a styled wedding story, such as on a business website or for editorial?

EE: Styled shoots are all about providing the viewer with inspirational ideas and eye candy. In general florals, cakes, table settings, stationery and the occasional fashion item are what potential brides/grooms are looking for – something that they would tear out to show their wedding vendor.

ND: Is there a balance to strike between overall shots, details shots, bride shots, etc. in a photo gallery?

EE: Yes, you need a little of everything to show range. Think of it like a movie; you need to set the scene, introduce characters, go in for the close up and use transitional images to get to the next scene. You are telling a short story with a gallery of images (key word is short story), like a trailer to the movie.

ND: What should be the goal with each gallery of images?

EE: Your goal should be to make the viewer feel something in 3 seconds or less. I call it the Liz Lemon/Tina Fey “I want to go to there” feeling. Backstory on that – Tina Fey was on Fallon and explained where that line came from. She was up late on the computer researching family vacations and clicked on Disney World. Unbeknownst to her she heard “Oh Momma I want to go to there!” which came from her daughter who had sneaked out of bed. In one 3 second click Disney World created all the feels!

ND: How many images do you recommend when curating a gallery? Is more always better?

EE: This is a question I receive all the time and I wish there was a set equation. It really depends on how a gallery is presented and viewed. For example an overview grid style gallery can have more images because the viewer is absorbing content quickly whereas a slideshow should have less images because viewers don’t have patience. Think of yourself when you are browsing online. How many clicks before you move on? You need to present images that say more with less clicks/swipes.

Editor’s Edge Public Service Announcement: While trendy, sideswiping galleries are the WORST. Viewers need to have control of speed and have a sense of how many images are there. Sideswiping galleries should only be used as a decorative element.

ND: How often do you recommend going through to update online portfolios/galleries to keep your brand fresh?

EE: I suggest every 3-6 months so by years end you aren’t overwhelmed. Curating your own work is not easy. You need to treat is like exercise. First you need to drop the weight (remove images/galleries that no longer represent your brand) and then you can go in and sculpt (re-organize images).

ND: Do you encourage curating your visual presence on social media?

EE: Yes! Social media, specifically Instagram is an outreach of your brand. Consistency is key. Instagram has even replaced blogging for many brands.

ND: How can images on social media drive business?

EE: We are a multiscreen society. Potential clients are looking at your brand from all angles. I use the Zappos example. When you find a pair of shoes that interest you, you can click to see them from all angles, read the reviews and in come cases watch a little video of a person wearing those shoes. Couples will “stalk” potential vendors from all angles (not just your website) and Instagram is one of those angles. It is like a mini portfolio.

ND: Where do you look for “eye-candy” as inspiration in your work?

EE: I have to say living in NYC there is “eye candy” all around! Walks in the park, visiting museums and even the fonts used on subway ads can inspire. You just need to open your eyes and absorb.

ND: How does an edited, curated brand presence grow business and help reach the ideal client?

EE: What you put out is what you will get back. If you no longer like working at a particular location then don’t show it! Only put out what you would do again in a heartbeat.

ND: What’s on the horizon for EE?

EE: We just completed a rebrand Editor’s Edge including a new website. It was an interesting experience to put myself in my client’s shoes and feel the feels of such an intense process. Hunkering down, swallowing my own advice and basically saying, “God, no wonder people hire Editor’s Edge this is SO hard!” It is exciting (and nerve wracking) to put your brand out in the world. I’m looking forward to working with new clients to discover their visual voice and sharpen their brand.

ND: Any advice you’d like to leave us with as we continue to explore our own visual brand?

EE: Taking the first steps to discovering your brand’s visual voice can seem daunting. You are not alone.