I had an interesting discussion with a client about an image on her website. I felt the image did not fit with the "brand" of her company. It was a close up of a naked woman's lower face and shoulders. She had one hand placed across her chest, her chin was slightly lowered and her shoulders slightly hunched.
To me, the image conveyed "vulnerability". This went against the "strong, take control" image of the brand. In the end, I lost the battle. It was just my opinion.
But what stayed with me was the power of that image. It got me thinking, when marketing to women, do images matter even more than when marketing to men? I don't think so when speaking of images in general. HOWEVER - when that image is of a person, I think it does matter more.