- Images are the most important element on a page or screen.
As human beings,
we are hardwired to look at an image first,
determine what it is,
and then scan for words and shapes.
A brand is defined not just by the logo, color, and type,
but by the content and style of imagery.
This can be photographic or illustrative,
and be unique and recognizable to your brand.
Looking at the brand attributes
is the first step to determine what the images should be
and what they look like.
First, what is the content of the imagery?
This should be consistent on all visuals.
For decades, Coca Cola used illustrations
in a specific style,
depicting people facing the viewer,
holding a Coca Cola
and engaging in a healthy all-American lifestyle.
Apple skillfully employs an image style
of beautifully lit products on a white background.
That's been the approach since the brand's beginnings.
The brand typography evolved from a version of Garamond
to Apple's own custom typeface,
but the style and content remains the same.
The message here is about the beauty and simplicity
of the product,
not a list of 100 features.
Nike's brand message of celebrating the athlete,
both professional and amateur,
has worked for 40 years.
The imagery supports the communication
with a content,
and the style of high-end professional photography
adds a layer of professionalism and quality.
Consider if the images were candid and casual.
It's an interesting approach,
but the message is more connected to the idea
of being down and dirty, being real.
If the content is the product itself,
is it well designed enough to be the hero of a photo?
Is the message about the incredible design and uniqueness
of the product and brand,
set alone on a white background?
Or is it about enhancing the audiences life
and needs to be shown in a setting?
And then of course, what style?
Color?
Black and white?
Realistic?
Grainy?
The choice is often about the attitude of the brand.
Formal, casual, funny,
irreverent, and others.
One of the great responsibilities and benefits
of being a designer,
is our role in creating public messages.
When it comes to including people in the imagery,
we're able to make sure
that we represent the range of all people in the world.
Inclusion of diversity will not only reach a wider audience,
it also reinforces the message
of community and responsibility.
Few brands don't want these attributes
to be associated with them.
Let's jump to a place
where I've decided that the brand message
should include a wide range of people
doing every day activities,
and communicate the brand message,
for example, honesty.
I now need to decide what style of imagery is best.
Should the images be black and white?
Technicolor and posed?
Realistic and candid?
Or illustrations?
Black and white might read as historic or nostalgic.
Technicolor and posed will seem more posed and inauthentic.
But people who don't look like models
photographed with realistic color
probably says honesty best.
The brand has multiple attributes
that could be used for this decision.
Usually there will be a priority above the others,
but like color, images are subjective.
Trust your gut
what feels right.
If you're uncertain about an image approach,
work with a sample application to explore several styles.
It's often a good idea to have two or three options
to present to the client,
even if it's to show what doesn't work.
This will help you and the client
to make the decision.
It also helps bridge the gap
between client and creative,
and gives him or her an investment into the project.
After all, it's their brand,
and they know it better than you can.
They may not be able to define a visual concept verbally,
but will respond viscerally
to the content and style of images.