Pathos: The Emotional Brain

August 27, 2021  •  Leave a Comment

Way back when Aristotle was studying and teaching, he understood that people tend to make decisions with their emotions first, which he called pathos. Current studies show that approximately 90% of decisions are made based on emotion, then rationalized (which I’ll touch on in another post).

This is something to keep in mind when reaching out to your emotional buyers with your branding photo session: we want to stir the imagination and emotion (I like “hope” best), and establish common ground and empathy with their problems. Help your potential clients with this process! Start with your “why,” then back it up with features and benefits.

If you look back on my posts, whether on social media or here on the blog, you’ll find I’m always trying to serve with some emotion, share a silver lining, and show that I can help with a variety of problems (from hiding an extra ten pounds to building your personal brand).

Let's work together to tell your brand story in pictures that reflect your mission and vision, as well as your “how.” Imagine what it would be like to have a bank of images that you can use to emotionally reach your audience, sharing the reasons behind your business and creating in them a desire to sign up for your services or purchase your products, because they feel connected to you. 


Miss the intro post? Find it at

Ready for some great photographs? Let’s get to know each other over coffee (or smoothies… or milkshakes…), and talk about celebrating your life’s true beauty in images you love. You can reach me at [email protected] or (434) 226-0365, and let me know when and where you'd like to meet!

My Promise: Together, we will create amazing photos you’ll want to share. How do you want to be photographed?



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