1. Storytelling images You’ve heard the phrase, “A picture is worth a thousand words,” and it’s true. You can tell a story almost instantly with the right image. Ads for Heinz Hot Ketchup, for example, show a french fry with a burning tail. To advertise its distinctive headgear, Hut Weber Hats pairs an image of a 1920s hairline and a small black moustache next to the same image with a bowler hat cocked to the side, making the simple vector image instantly recognizable as Charlie Chaplin. The text restates the story the image has already told: “It’s the hat.” Images tell stories, and when it’s the right image, it only takes one.