It’s not uncommon for me to save two or three versions of the same photo while editing. Even on the simplest subject, a change in contrast or saturation can really impact the overall mood of the photo.
Tone is something that, as IMC professionals in various pockets of the field, we all implement differently. While a photographer may rely on lighting, a graphic designer on typeface, a copy writer on word choice, and a brand manager on media channel selection, all leverage tone as a tool for their craft.
As a reporter, I find that my lead sets the tone for a story.
Whatever the medium, a tone can produce results if it resonates with the audience. Analytics firm Curalate studied more than 8 million Instagram images to discover that those with a blue tint received 24 percent more likes than other colors.
Here’s my question: Is leveraging tone an art or a science?
-R
WVU IMC Blog 