Content Syndicate is in the business of words. Crisp, customized content that has the power to make a significant impact on the reader. But in today's media-driven world of instant gratification and miniscule attention spans, it would be naive to believe that a powerfully written piece is all you need. In the current communications scenario, words without imagery is cake without the toppings of cream and strawberries on the side. Yes, photographs are vital in bringing that 'yummy' factor to the table.

Thing is, the two can be the best of bedfellows, and there needn't be a clash of creativity when you're talking images and words. Imagery can be a powerful companion piece to the written word - elucidating a point of view, highlighting a particular cause, putting a memorably human face to a story. Depending on the nature of the project, the photography can even take the dominant position in a particular piece, overpowering the written word to create a canvas that stays in the viewer's mind.

The key is to make sure that your imagery and story go hand in hand. That the photograph is relevant to the piece it's accompanying. And that it integrates itself into the fabric of the story you're trying to tell. There are a few handy ways to ensure this.

STYLISH IMAGERY TO COMPLEMENT YOUR STORY

Don't go with 'Apples': If your ad headline's screaming out 'new blog software packs a punch', it's very 1978 to go with the photo of - you guessed it - a punch! It's called hitting people on the head, and most of them don't take very kindly to it.

Walk far from the madding crowd: A quick browse through brochures for a particular industry, say shipping, and you'll be at a loss to identify which brochure represents which company. A key culprit to this is the same predictable imagery being used by all of them. Make yours stand apart by going with iconic, thematic photography. A shipping brochure doesn't need to be packed with ships. How about exploring a theme of soaring waves, horizons, or even an old-age nautical theme? Separate yourself from the crowd.

Be flexible with your usage of imagery: Communication for a real estate company will need to be image-intensive - lots of vanity shots of the company's projects, with additional lifestyle photographs, and the like. Carrying minimal copy. On the other hand, a catalogue for a technical product will probably need to be packed with info, keeping imagery down to a picture or two. Decide on usage based upon the project.

Think Royalty Rich: If exclusivity matters to you, but you don't have much time for a photo shoot, royalty rich photography is an excellent choice. You can choose from thousands of photographs, and buy the one you need exclusively for your company alone.

Put the right image in the right place: For pieces such as magazine articles, it's imperative that the reader's eye is led from the picture to the words, without the chain of thought being halted at any stage. The design cues should lead the viewer from one part to the next, and where the image is placed becomes just as important as what the image actually is.

Aim for synergy between the pictures and words: If your written piece is veering towards, say, the nostalgic, the images can subtly complement it by being placed in monochrome or two-toned shades. Similarly, images for a brashy website or a blog can be completely out there - highlighted, imperfectly cut-out, put through dark light treatments, and such.

Images + Words. In perfect tandem, they can be quite an irresistible combination. And the only way to ensure your story gets into the hearts, minds... and eyes, of your audience at large.