Using photo filters for visual marketing

How to Boost Your Visual Marketing Design by Using Engaging Photo Filters

blog-bannerAug 28, 2020

I don’t like Horror movies. They are scary and keep my heart racing, with my senses alarmingly sensitive to the sudden popping-up of strange faces. I don’t understand the scenes that make even the mornings look so chilly. The entire feel of the movie seems heavy and anxious.

Confused about why am I suddenly talking about horror movies?

It is because this article is all about photo filters. Let me further elaborate.

If you are brave enough to minutely watch the scenes of a horror movie, you will notice that the frames within the scene have a bluish tone. This tone sets the overall mood and emits a chilly, heavy vibe to the viewers. This is what an image filter does. It sets tone of different colors to further define the picture, image, or video clip.

In this article, we will delve into this very exciting topic of image filters. Here we will try to understand how this technique can boost your visual marketing design.

What does Visual Marketing Mean?

As we all know that the term ‘marketing’ comes with all the elements of promoting a business or services. Now just add ‘visual’ to it. Trust me; it makes a big difference because words become a spell when you express it with an image or a design. Yes, it creates magic!

Visual marketing can be defined as a process of promoting business through images, designs, videos, infographics, symbols, etc. Words that are incorporated with an image have a deeper impact on the audiences. So, visuals tend to be more convincing than just words.

Although non-verbal, images have the power to speak more loudly. This is because we can instantly interpret a message from a picture, informed by our emotional responses.

According to the psychologists, we tend to remember and retain more details when we focus on images that stir our emotions. Hence, it makes sense why the world of marketing chose to assimilate this idea and use it to create powerful strategies.

This trend of using visuals for marketing got augmented with the increase in the use of social media. Platforms such as Facebook, Instagram, LinkedIn, and Twitter, spread like wildfire, permeating into people’s lives and habits. The interactive space that these platforms offer increased user engagement. Hence, these spaces became apt pockets to fill strategic visual marketing designs. In this way, they converted many casual newsfeed scroll-ers to potential leads.

Pictures are central to the visual marketing strategy. Hence it is important to get the right picture for reflecting the appropriate message. Also, you need to set the right mood and feel that will accentuate the marketing message to its target clients. So, the pictures need to be calibrated to the right tone to give out a certain vibe. 

This can be achieved by using photo filters.

Photo with Filters and its Effect

Photo filters are a product of digital photography, with its roots in films. With filters covering the lens, the camera can capture images with its colors manipulated, as desired. This technique can also play with white balance, ensuring an added tone, altering the colors. 

Different colors have different meanings associated with them. If we try to understand color psychology, colors have the power to arouse certain emotions residing within us. These responses influence our mental and physical being. Hence, the mysterious associations, on which we naturally tend to react upon, made this theory relevant to other domains, such as films.

In films, to artificially evoke a dramatic scene and magnify its effect on the viewers, colors were added through filters. Let me give you an example.

Remember the horror movie I was referring to in the beginning. Let me show you a clip (climax scene) from that movie.

Photo Filter example for visual marketing

Can you feel the eerie vibe? Yes, it is coming from the bluish-tone, created from the light balance filters (cooling filter). Now when I change this bluish-tone to something bright and warm then the vibe of the image will change. Check it out.

Photo Filter example for visual marketing

See the difference! It almost seems like the protagonist is witnessing an angel rather than a demon.

This is the magic of filters…

Cinematic expressions, induced by colors, also got implemented in photography. This introduced photographs, which were captured and also edited with the desired filter, to the act of dramatizing moments.

Now let me quickly brief you about the two types of filters that are commonly used.

Types of Filters

There are primarily two types of filters that are used in both the visual art forms. They are Light Balance Filters and Color Filters.

Light Balance Filters involve the white balance feature of the camera. Based on that feature, the temperature of the light is altered to either add a cooler tone (Blue) or a warmer tone (orange) to the photograph. If you refer to the previous example, then you will notice that the movie clip used Light Balance Filters. With a cooling filter ( blue tone), you generally try to portray themes that are related to horror or thriller. Again with a warming filter (orange tone) you depict happy or cheerful moments like love or celebration. Also, if you increase the warming filter to red then the genre might change to violence or something related to aggression.

Color Filters are a bit different. They involve transparent colored sheets placed on the lens. This color reacts with the color captured by the camera, producing a very different image. At times color filters are used to enhance the natural colors that the camera wants to capture. For example, an orange filter will intensify the warmness of the bright sunlight. Again color filters are also used to bring out unnatural colors and brightness in the picture that are not normally present. Such as, a blue filter will amplify the reds and oranges present in the frame.

Importance of Photo Filters in Visual Marketing

With photography, visual advertisements started to inculcate filters in their ad pictures. This feature of adding and adjusting a picture with a distinct color to heighten the visual experience became extremely popular. Also, the complication of stimulating artificial color through device manipulation reduced with the advent of preadjusted filters. This further enhanced filters as a trending visual feature. 

Moreover, with social media ramping intense visual engagement across all the platforms, people are becoming more inclined towards a pictorial display of messages rather than a plain series of texts. Also, the constant bombardment of edited pictures on the social media platforms made our eyes sensitive to normal unfiltered images.

So, to make the visual marketing campaigns powerful and credible to the viewer’s eyes, the use of photo filters are necessary. With filters, your pictures will seize to be an ordinary snap. It will become a visual that echoes a very intriguing and engaging story.

Hence, if you are strategizing a visual marketing plan, then working with filters is a crucial part of that plan. After all, your target here is to influence your client’s emotions and persuade them to avail your product/services.

I know, with your android and apple devices, you may easily get access to filters. But to create a marketing document via phone or other available platforms might not give you the desired result. Also, purchasing editing software (Photoshop/Lightroom) will come with its bundle of complications, as it will take time for you to understand it.

So, let me propose another platform for you. Here you can not only design your visual marketing materials but you can also add the right filters. At DocHipo you will get tons of templates that can be customized and rearranged based on your requirements.

Using Photo Filters at DocHipo

When you sign up to DocHipo, you will be astounded by the myriad display of varied templates, arranged under different categories. Whether you want to design a poster or a social media post for your advertisements, DocHipo has it all.

Most importantly, at DocHipo you will get a series of wide-ranging filters. Also, you can adjust the elements to set your desired filter effect. Let me show you the range:

Photo filters for visual marketing in DocHipo

This is what I have created using my favorite filters. Look at how different tones set different moods in the picture.

Normal picture:

Image Template for visual marketing in DocHipo

After adding filters:

See the change. With filters, your images start to speak. Moreover, DocHipo gives you one platform where you can create your multiple design documents and do the appropriate filter adjustments.

To understand how to use filters in DocHipo, check this video out:


At Dochipo you can create and download a different range of document designs. Also, you have the option to add filters on each of these documents, irrespective of the type. Try it out yourself and thank me later!

Explore the domain and get amazed by what you can do and how your stills can narrate a story. You can also upload any picture and work on it at DocHipo as well. 

So, design and download your vibrantly edited documents for free. Ace your visual marketing strategies by using the wonderful templates of DocHipo.

Also, if you have any template request that you want us to add in our database, feel free to contact us!