Marketers will tell you that what you "say" to your target audience needs to "speak" to them. Your message needs to convey benefits that appeal to your potential customers.
Not only does your message need to resonate with your target, but your IMAGES need to reinforce that message: focusing on your potential customer's wants and needs.
The fitness apparel and equipment industry is a prime example of this principle. Let's say you manufacture and sell lightweight running shoes.
You SAY "lightweight" in your message, but your image shows the a close up of the shoe perched on a rock. There is nothing "lightweight" about a rock.
Even if your words say it, if your images don't convey it, there is a disconnect in the message to your prospective buyers.
The ultimate goal is to present your product professionally creating an image that transforms a prospective customer into a loyal customer.