People, People, People

Admittedly,this is a pet peeve.

Recently, I sat through a presentation given by a graphics design expert on the subject of “designing the perfect proposal.” I learned a lot during that hour, but I just couldn’t get behind one of the presenter’s key recommendations for designing a perfect proposal: include pictures of people, even if they are anonymous, in every proposal document.

“People love to see people in proposals.” He probably told us that five times.

I’d agree that it can be helpful to include photographs of the project team to breathe life into a proposal, especially if the client doesn’t know the individuals. But that use of images is not what the presenter was talking about.

He was referring to the stock images that already litter too many documents and Web sites. We’ve all seen these photos: a group of people huddled around a computer screen in a conference room, or two business people in suits and hard hats pointing at an unfinished building.

To me, that always seems fake and a waste of precious space. Now, I’m not saying there is no place for images in documents or on Web sites. But if an image doesn’t help clarify the value you’re providing, it’s an unnecessary distraction.

I routinely beat gratuitous images out of any document I create. Of course, I could be totally missing the boat—it wouldn’t be the first time.

Comments

[Eric Sohn]

Graphic elements in proposals should be limited to corporate logos, tabular or graphic data presentations or other elements that directly relate to either the problem being addressed or the solution. If I were to receive a proposal with pictures that didn't add value, it would be a significant strike against the professionalism of the responding company.

[Marcia Williams]

I personally don't like photos of buildings. Staff photos are apppropriate when introducing staff along with their credentials and/or expertise in brochures.

[Andrea Harris]

Unlike a brochure, a proposal is a very personal, one-on-one vehicle for communicating with someone. I can't imagine doing something as impersonal as adding stock photos of total strangers.

[Michael Martine]

I agree. Stupid closeups of computer keyboards, meaningless globes of the earth, handshakes, circuitboards... SAVE US!