We’ve all heard someone we know say, “Oh, that side of my brain doesn’t work,” when referring to their ability to be creative. And yes, on occasion, once we get to know them better, we discover neither side operates particularly well, but I digress. Many people are simply afraid to be creative, suppressing that part of their brain for fear they’ll discover just how inept they truly are in this area…see George Bush.
This right side/left side of the brain concept is an important one to consider when it comes to this industry as we are now asking many of these “non-creative” types to produce items like photo books, collages, DVD slideshows and the like. This is a crowd that for years had been dropping off a roll of film at the counter and coming back an hour later to get an envelope of prints…and they were giddy with that.
What I’d like to address in this space is the fact that, given the chance, something rather magical happens when you place these aforementioned left-siders in front of a computer monitor/kiosk with their own images and gently guide them through one of these photo gift processes. While we certainly won’t deny the power behind a 4×6-inch print, we have to say there is a much deeper reaction present when the typical consumer creates a collage, photo book or DVD of their personal images. The emotional attachment/reaction to a personalized photo product is powerful stuff indeed. Have you treated yourself to the delightful reaction that results from putting images from something as commonplace as a backyard bar-b-cue to music and playing the slideshow on a TV? It’s Coppola-esque.
I’m mentioning all this, in part, as a reaction to a statistic I recently eyed from Lyra Research that claims, to this point, less than 10% of the U.S. population has created a photo book. I believe that figure is cut in half when we start talking about items like DVD slideshows. While awareness is a big reason for these startling numbers, I think the right side/left side concept will continue to play a major role in the continued slow climb for those numbers, though climb they will.
The job then, presented to both retailers and manufacturers, is to unlock that creative side that lurks within all of us. The process behind many of these photo gift products is amazingly addictive and, like the old Lays potato chip slogan, no one will eat just one. A photo book of a summer vacation will undoubtedly lead to one of Thanksgiving and Christmas. The photo collage of the 50th anniversary will surely lead to one of little Billy playing soccer…and so on.
The point is, the water is never as cold as people think it is, and this is especially true for those that merely stick their big toe in and declare they’d rather die than take the full plunge. Getting your customers engaged with these new photo opps is the hard part. Looks like at least some of the right-siders have jumped in and more will surely follow. Those left side thinkers might be a bit more difficult as many of them may still be locked within the sanctity of the 4×6 print.
I myself have always been a big fan of the simplistic beauty of a photo print and have to admit that I often found something a bit hokey about many of the photo gifts of yesteryear. However, a few photo books of the family and a musical DVD slideshow of my kids later and I’m hooked. Okay, as a devout right-sider, perhaps these products were my photo destiny, but I dare say, once this horse was led to this creative water, I drank and I drank and I drank some more.
