The psychology behind Compelling before and After pictures

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1. Background

The importance of before and after photos in the pigmentation business, especially for powder brows, hairstrokes, and microblading, has sparked much attention and debate among artists. This article is based on insights from interviews with 131 experienced artists in the EU, the UK, and the US conducted from 2018 to 2023. These interviews and digital marketing data from Powderbrows.io form the basis of our analysis. Additionally, two psychology degree holders examined the results, providing further insights into marketing transformations.

We aim to differentiate effective strategies from fleeting trends in using before and after photos. Despite varied backgrounds, artists generally agree on what makes compelling imagery. However, aligning personal observations with empirical data from social media and internet campaigns shows which practices yield tangible results.

This article aims to help novice and seasoned artists understand which approaches resonate with clients. It's about recognizing and implementing evidence-backed methods, ensuring your work impressively appeals to your target audience.

2. Insufficient analyses

Many artists analyze their posts' performance too little

Brow artists often post their work online in traditional ways. However, systematic growth requires a thoughtful approach. This involves posting different results from various procedures tailored to the materials and goals you wish to achieve. We've created an ultimate guide that outlines all possible post types for powder brows, hairstrokes, or microblading artists.

This guide uses real-world examples and insights from artists who consistently upload pictures to their accounts. Our conclusions draw from over 200 interviews with artists and clients, analyzing 2400+ posts and concrete data on how client engagement has translated into financial gains for the artist.

3. Before and after vs. After only

Solo or Versus? Definitely versus

Using before and after images in digital marketing for powder brows, hairstrokes, and microblading is crucial. The choice between posting only the after-picture or both before and after images significantly affects engagement and customer acquisition. Based on thousands of examples, our analysis shows that before and after pictures generally lead to more traction, engagement, and an increase in new paying clients. The effectiveness of this approach varies, with observed ranges between 56% and over 300%.

The power of before and after images lies in their psychological impact. They address every stage of the conversion funnel. By showing the before picture, artists create a relatable context for potential clients, illustrating the problem or need. The after picture's transformation demonstrates the solution - the artist's skill. This combination effectively narrates a journey from problem to solution, resonating deeply with potential clients.

In essence, before and after images encapsulate the problem, the proposed solution, and the successful outcome in one compelling visual story. This approach taps into viewers' desires and needs, making it a potent tool for artists in this field. The following sections will explore the reasons behind this strategy's success.

Before and After psychological mechanics are explained

Understanding the impact of "just the after photo" versus "before and after photos" is essential for artists wanting to showcase their work and attract potential clients effectively.

Just the "After Photo": A Picture of Perfection. When potential clients see only the "after photo," they view it as ideal beauty, like admiring a masterpiece. However, these images lack context, similar to admiring a famous sculpture without knowing its history. For instance, presenting an idealized image, like Michelangelo's David, without context might seem unattainable.

The Limitations of "After-Only Photos”

Two main issues exist with "after-only photos”.

Lack of contextual baseline. Without a "before" image, potential clients may not appreciate the transformation's significance. They see the perfect result but can't visualize the starting point or extent of the change.
Gap between the "after-photo" and the client's problem. This gap transforms seem distant and abstract, hindering the client's ability to relate their current state to the depicted outcome.

The Power of "Before and After Photos

” The value of "before and after" photos lies in the "before" part. It acts as a bridge, making the transformation relatable and attainable. Clients who see the "before" image can better understand and visualize their journey toward the desired result.

Revealing Empirical Observation

In an experiment with 120 women considering semi-permanent pigmentation, almost all appreciated the aesthetic appeal of an "after" photo, but few believed such results were achievable for them. Including the "before" image significantly increased the number of women who felt the results were attainable. The "before" image makes the transformation real and relatable, bridging the gap between their current state and the potential outcome.

Thus, combining "before and after" photos showcases the artist's skill and plays a crucial psychological role in convincing potential clients that such transformations are achievable for them.

4. Before picture mechanics

In powder brows, hairstrokes, and microblading, the "before" picture is critical in attracting potential clients. However, the effectiveness of these images varies depending on the transformation it portrays.

The Impact of Minimal Transformation in "Before" Pictures

The before picture might work against the artist when the transformation isn't significantly noticeable. Potential clients might perceive the initial state as decent enough, making the procedure seem unsuitable for those with more severe brow issues. This perception gap makes it difficult for clients to see the procedure's relevance to their situation. If the transformation is too subtle, omitting the before picture is sometimes better.

Simply put, when potential clients see a "before" picture that appears too good or shows minimal issues with the brows, it can lead to a disconnect. They might think, "Her brows were decent; she needed a little touch-up. My situation is much worse. This might not work for me.”

This response stems from the client's perception that their brow issues are more significant than what's depicted in the "before" picture. As a result, they might doubt the procedure's applicability or effectiveness for their needs. The key is to select before images that reflect a range of starting conditions, including those that appear more challenging or severe. This approach helps more clients see themselves in the before scenarios and believe in the potential transformation, increasing their confidence in the service's effectiveness for their needs.

The Worse, the Better. Is It True?

Interestingly, our research shows that most women view their eyebrows more critically than they objectively are. This self-perception is crucial in how they relate to before-and-after transformations. When potential clients see a before picture depicting a worse situation than their own, such as severely over-plucked or asymmetric brows, they often find it more relatable. This might seem counterintuitive, as one might expect a worse starting situation to deter potential clients.

However, the research indicates a stark contrast in before-and-after pictures is more compelling. Only a tiny fraction of women found a significantly bad starting situation unrelatable. In contrast, a vast majority saw it as convincing evidence that they qualified for the procedure, increasing their motivation to pursue it.

5. Understanding dual self-perception

Psychological research into self-perception reveals a nuanced understanding of physical attractiveness among women. While women generally rate their overall attractiveness positively, they often assess specific features, such as eyebrows, more critically.

This could be attributed to feature-specific self-assessment, where focused attention increases awareness of perceived flaws. Additionally, social comparison theory suggests that women might critically evaluate individual features against societal standards and media representations. This dual perception illustrates the complexity of self-perception, where a general positive self-assessment coexists with critical views of specific physical aspects.

In simplest terms, when it comes to overall beauty, most women see themselves among the more attractive ones (although it is a mathematical impossibility). At the same time, when it comes to specific features and details of their appearance (such as eyebrows), they compare those against high standards generated by society and often view their situation regarding this detail as even worse than it is.

Female perception paradox

Most women view their overall beauty positively, often placing themselves among the more attractive individuals, a perception that defies statistical probability. However, they tend to be more critical when assessing specific aspects of their appearance, like eyebrows. This shift in perception is influenced by societal standards and media portrayals, leading them to see these particular features as less than ideal, sometimes even more negatively than reality.

6. Ability to relate to “bad beginnings”

When shown a transformation where the beginning picture depicts a worse starting situation than theirs, women fully accept it as a legitimate portrayal of change, concluding that they qualify. It can even be said that the saying, "the starker the contrast, the better," does hold. Only 1.9% of women thought that the terrible starting situation was "too unrelatable compared to their brows and might give them second thoughts if the procedure is for them," whereas 95.4% agreed that this is "a convincing proof that they qualify for the procedure and increases their desire to take action and go for the procedure.”

In other words, the key to understanding this dynamic lies in the psychological impact of transformation. When women see that a significant improvement is possible from a poor starting point, it reinforces the belief that their own, less severe conditions can also be effectively addressed. A worse starting condition in the before picture is an extended bridge, making the journey to the desired outcome seem more attainable and realistic.

Comparison to a bridge

Comparing to a bridge, starting from an even worse situation can be likened to a bridge stretching over a chasm and simply being longer on the side of the woman with bad brows. This means that when someone wants to “get to the other side” over the chasm, they do not mind if you provide them with a longer bridge stretching to the ground they do not need. The key is that they get to the other side.

Thus, it is true that the worse the initial situation in the “before” pictures, the better. It is not a psychological obstacle for a woman when she sees that her brows have been improved from an even worse starting situation.

7. Problem-solving approach

The Psychology Behind Brow Enhancements

The success of showcasing transformations in Powder Brows or Microblading hinges on understanding why women seek these services. Many artists focus on technical perfection, such as the pixel roundness in powder brows or the symmetry in microblading or hairstrokes pattern. However, clients often seek more than just technical excellence. They are looking for a solution to a problem they face with their brows.

Clients Seek Solutions, Not Just Enhancements

For most clients, opting for powder brows, hairstrokes, or microblading is not just about enhancing their beauty but finding a solution to a recurring problem. They view these procedures as a way to improve their appearance, alleviate the daily hassle of applying makeup, and reduce their overall concerns. This perspective aligns more with seeking relief, akin to a painkiller, rather than merely opting for an aesthetic enhancement, like a vitamin.

The Need for Transformation, Not Perfection

Our team, which includes professionals with experience in aesthetic surgery, has observed that it's rare to find a woman delighted with her natural brow shape, similar to concerns about nose shape. Fortunately, unlike nose shaping, brow transformation is a less invasive and more accessible solution. Hence, artists should focus on presenting apparent transformations from the “before” state to the “after” state, where the problem is removed.

The Importance of the 'Before' Picture

The "before" picture plays a crucial role in this narrative. It should realistically depict the initial state of the brows, even if it's less than ideal. This approach emphasizes the transformative power of the procedure. It's not about showcasing the brows as 'bad' but instead highlighting the significant improvement that can be achieved. Clients relate more natural, relatable transformations than to unattainably perfect results.

8. Constructing perfect transformations

Capturing the “Before” Picture Effectively

The art of crafting an impactful before-and-after transformation begins well before placing the pictures side by side. It starts with how the “before” picture is taken. A common mistake is capturing the client looking too cheerful or excited in the “before” photo. This can diminish the perceived impact of the transformation, especially if the client appears tired or neutral in the 'after' photo. To counter this, ensure the client maintains a neutral expression in the 'before' photo, avoiding overly happy or excited poses.

Emotional Consistency

While many guides suggest capturing the client's excitement in the 'after' photo, it's more effective to maintain emotional consistency for a transformation photo. The client should not appear significantly happier or more severe in the 'after' photo compared to’. The focus should be on the transformation of the brows, not the change in the client's emotional expression.

The Mirror Technique: Simple Yet Effective

The classic approach of having the client hold a mirror and look into her own eyes while the artist takes the photo through or beside the ring light remains a tested and proven method. Despite its simplicity, this technique effectively showcases the transformation without unnecessary distractions. The key is to ensure that the client's expression remains neutral, highlighting the transformation of the brows.

Navigating Trends and Maintaining Consistency

While current trends like having the client pull her skin upward from the temple can be experimented with, it's crucial to maintain consistency in postures, angles, and lighting between the “before” and “after” photos. This consistency ensures that the focus remains on the transformation without external factors influencing the viewer's perception. The goal is to showcase the transformation of the brows, ensuring potential clients understand the extent and impact of the procedure.

Thus, creating an effective before-and-after transformation requires attention to detail from the beginning. Maintaining a neutral emotional expression, using proven techniques like the mirror method, and ensuring consistency in all aspects of the photos will help artists effectively showcase their work and the transformative power of their procedures.

9. Close-ups vs. complete face

The best approach: take both pictures

Many artists have considered the effectiveness of close-up photos of brows versus pictures where the whole face is seen. After studying this question intensely, the short answer is that artists should take both types of pictures: close-ups and full-face shots. Their use depends on the circumstances and the client. To be more precise, the effectiveness of these pictures often comes down to the actual facial features of the client.

Pretty women make better marketing materials

Pictures featuring aesthetically beautiful facial features are more effective. Despite attempts to demonstrate that photos of women from similar age groups, demographics, or psychographics would have greater resonance, the evidence did not support this. Consistently, people respond more positively to images of women with classically beautiful features, irrespective of their demographic backgrounds.

Therefore, the guideline is straightforward: use full-face pictures with beautiful facial features and opt for close-ups otherwise. Based on our research, this finding suggests that the appeal of classically beautiful features transcends demographic boundaries, although we welcome differing viewpoints or challenges to this conclusion.

Longer “after-photo sessions”

In the simplest terms, artists should capture full-face and close-up shots when taking after-pictures in the brow business. In the current competitive landscape of 2024, spending extra time to take various quality pictures is worthwhile. Many experienced artists now enhance their clients' hair and makeup before taking these photos. This step ensures that the after shots are flawless, showcasing the detailed brow work at its best.

Quality is critical, and while taking numerous photos is beneficial, focusing on their quality is crucial. Artists should strive for well-composed, clear, and professional-looking pictures that align with their brand’s aesthetic and message, enhancing their brand identity and appeal to potential clients.

10. Diamond transformation

Don't underestimate the value of a single before and after picture.

Research indicates that a single, outstanding before-and-after transformation can sometimes be precious. The ideal subject for such a transformative result is a woman with inherently beautiful facial features but initially poor brow conditions. Experienced artists acknowledge the worth of these transformations, with some offering free procedures or even paying directly to such suitable candidates.

The gift that keeps on giving

These remarkable transformations can generate substantial revenue, potentially amounting to tens of thousands of dollars over time. Artists often reuse such 'diamond transformations' in their portfolios because of their proven effectiveness in attracting clients. Attempts by some artists to replace these images or heavily promote alternative ones usually reaffirm the unmatched success of the original transformations.

These “diamond transformations” captivate potential clients, consistently yielding impressive results. When promoted effectively, they become powerful tools for generating leads. Therefore, artists are advised to treasure these images, repeatedly using them to maximize their impact and attract new clients. Thus, it does make sense to always look for such models and to be prepared to pay them well to come to you.

11. Additional practical suggestions

Horizontal vs. vertical When arranging before-and-after pictures, the debate often arises: is a horizontal or vertical layout more effective? After analyzing over 5000 cases, we found no clear advantage for either. However, horizontal layouts are more impactful when the before picture is on the left and the after picture is on the right. Placing the after photo below the before picture in vertical arrangements yields better results.

Single image vs. Carousel

Regarding the format of posts, the question is whether to use a carousel (where users scroll through images) or a combined single image. Our extensive research indicates that while carousels may engage viewers longer, they're less effective in highlighting the transformative effect than a single combined image. Our studies show that transformation is perceived 2.4 times more effectively in a single image. However, there is a caveat. Namely, in some environments such as Instagram, combined picture format becomes too wide horizontally, thus the ideal approach is always to craft both: separate more square foramtted single images for Instagram, and combined before and after pictures for other channels such as websites and Facebook.

Relative size of before and after images

Another key finding concerns the relative size of the before-and-after images. While they can be equal, the after picture can be slightly larger (about 10-20%) but not vice versa. Among other aspects, this is linked to the psychological preference of many women for “bigger eyes” in images, making the after picture more appealing when slightly enlarged.

Although the “bigger eyes” phenomenon is just one of many reasons such proportions work best, there are multiple other reasons. Often the research is even unable to enclose them all, what has been empirically proven however, is that images with proportionately larger before picture do not yield so good results.

Face position on the pictures

Regarding the angle and position of the face in photos, various approaches don't dramatically impact effectiveness. Nevertheless, facial shots perform best, especially those of equal size and placed side by side. Two specific observations emerged from our research.

Before and after should have a similar angle; images rotated at significantly different angles from the original shot are less effective. Use of different angles. Occasionally, altering the face positions in pictures can boost engagement, mainly if an artist consistently uses a specific style. Thus, while extreme rotation is not advisable, periodic variation in face positioning can be beneficial.

12. Conclusions

Crafting impactful before-and-after transformations in the powder brows and hairstrokes industry goes beyond following trends; it requires an in-depth understanding of the underlying psychology. This article merges artist observations with empirical research and psychological analysis to uncover effective strategies.

Our studies conclusively show that combining before-and-after photos yields better results than showcasing only the outcome. This effectiveness stems from the potential client's ability to grasp the magnitude of the transformation and relate it to her situation, realizing a similar change is achievable.

Contrary to some artists' beliefs, a “worse” initial situation in the 'before' picture enhances the effectiveness of the transformation. This phenomenon aligns with the psychological pattern where women perceive their overall attractiveness as above average while being more critical of specific features, like eyebrows.

The focus in presenting transformations should be on solving the client's problem rather than highlighting technical proficiency. Clients value practical solutions over intricate details like stroke patterns or pixel visibility.

In capturing before-and-after images, the quality of the 'before' picture is as crucial as the 'after' one. Maintaining consistent emotional expression in both photos is vital, emphasizing neutral expressions rather than overly cheerful ones. Quality and consistency trump trend-following and a simple technique like having the client look into a mirror can achieve this.

Both full-face and close-up images should be captured. Full-face photos of women with aesthetically pleasing features tend to be more effective. Some transformations, especially those featuring models with attractive facial features and poor initial brow conditions, can become valuable assets, often driving most business. In such cases, artists may offer free procedures or even pay for these “diamond” transformations due to their high return on investment.

Regarding photo layout, the 'before' picture should not be larger than the “after” one, and occasionally, a slightly smaller “before” picture is more effective. Whether the photographs are arranged vertically or horizontally doesn’t significantly impact their effectiveness, but consistency in orientation is essential. Changing the angle of facial shots over time can add variety to social media feeds and enhance engagement.

Therefore, a deep understanding of the psychological aspects, combined with strategic photo capturing and presentation techniques, is crucial for maximizing the impact of before-and-after transformations in the brow industry.

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