It's been said that "a picture is worth a thousand words". Not only does your message need to resonate with your target, but your IMAGES need to reinforce that message:
And that's focusing on your potential customer's wants and needs; creating desire for your product based on the presentation of it; and drawing attention to the most desirable feature.
The fitness apparel and equipment industry is a prime example of this principle. Let's say you manufacture and sell lightweight running shoes and cross-country runners are the ideal prospect to purchase your product.
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.