I guess here's where my thematic elements would gravitate for posters specifically aimed at awakening female non-shooters or shaky anti's to the reality that armed home defense is a possibility and something worth thinking about. Most will transfer to concealed carry posters as well. The key is to actively intend every facet of the image to support, but not interfere with, the underlying message.
That's why I've been picky about putting cool "gun people" stuff into posters I feel aren't really
aimed at gun people.
For the models and surroundings:
"Normal" looking women, simply but not mannishly or shabbily dressed. What we as shooters wear to the range is not what most people would wear
anywhere. The target of the poster needs to be able to project themself into the models place, not distracted by "I would never wear that". If a non-shooter associates gun owning/carrying with real inconvenience or ugliness, they are going to have a mental block spring up. Our typical gun show clothes are the model for "don't dos".
added: I haven't seen an Oleg model yet who wasn't one form or another of the American "everywoman" so that isn't an issue. I
have had issues with some of the more militant clothing choices though. But for a decision, I would ask a panel of the ladies reminding them of the target audience. Anything most of them said "Well, I and most wouldn't have worn it then."
probably shouldn't be used.
Also, the setting needs to be something that resembles a mid-line catalog, average America but lived in. Something a person could look at and say, I could live there, sleep on those, drive that, shop there, etc.
For the guns; rifle, shotgun or pistol:
Non-military, definitely not "tactical" in any way - Like it or not, in much of the country "assault rifle" IS a dirty word. A poster aimed at getting people to begin just thinking about
any gun positively is
not the place to fight that battle. Baby steps.
Base guns, no optics or add-ons - Grampa didn't have a laser sight or forward handgrip on his deer rifle or duck gun. Dad's .38 in the shoebox on the closet shelf didn't have a light mounted on it.
Probably blue and wood, not plastics and stainless - We want to evoke Barney Fife, Grandpa and maybe Magnum PI, "safe" gun associations. Ultramodern guns are just sci-fi movies and cop shows, not the house next door. Your neighbor, the one who owns <gasp> a GUN, owns a scoped Model 70 or a 10/22.
For long guns:
Not oversized or overly complex - although as non-shooters gain experience and get training they can handle anything they want, a non-shooter will not be able to identify themselves in a picture with something that
looks like it is heavy or awkward.
For handguns:
Usually use revolvers - due to commonality and that "older, safer" feel. I know a LOT of girls who are somewhat afraid of guns simply due to ex-boyfriends, family members or male acquaintances waving them around or acting like jerks, they now associate "gun" with "scary jerk man". Most gun jerks I know have the hot new pistol, revolvers are what "good guys" carried, the old safe male images.
Make them realistically and proportionately sized - yes, women can carry N-frames or might want a long barrel. Non-shooters know what they've seen, cops and good guys have medium frame, blue, 4" bbl mid-caliber revolvers. (Jerks also tend to own the big shiny magnums, cause they're "tough") Same rules apply for autos, if it looks awkward, you're interfering with the identification. Take care that the autos are also asthetically pleasing. I have shot almost everything at least once, but regardless of uber-efficiency I own and carry guns with classic lines and abstract beauty.
Women don't
need only smaller guns, no mousegun extravaganda necessary, but a larger gun is on average intimidating to the non-shooter (til they shoot one, then many take quite to them
).