Imagery is eye candy to the consumer. Their eyes will catch the imagery before they consider the font and color. The image will also incite the initial feelings that can galvanize or repel the consumer.
Who doesn’t like a stock image of Mr. Business Professional clicking away on his laptop? Don’t resort to Shutterstock’s first page, and don’t use popular image ideas to promote your brand, social media posts and online content. Originality sticks out and creates a permanent brand image in the consumer’s mind.
Why? Because the Internet is jam-packed with overused photos, photo-types and visual displays of professionalism. Too many brands pick generic pictures, and too many brands fail in capturing attention when it’s needed most. If it’s overly familiar, the consumer’s attention will glaze over and they will move on quickly. Your images must be a part of your company’s unique story that is told through its branding. A good story is an engaging story.
It’s important, too, to use a family of images. Even if you’re promoting your brand’s content online, it shouldn’t cease to present photos beyond the first click. That said, a proper family of images flows. It doesn’t clash with itself. Avoid mixed “themes” with your brand’s photos. A cross-mix of images can, indeed, aid a brand’s proposal or “vibe,” but if each photo is unrelated—or is of a different image quality—the business will look untidy.
Conscious design decisions should be prioritized, too. Brands failing in the graphic design department use phallic imagery by mistake. Or, they try to prioritize simplicity and accidentally wind up with a swastika-looking design. Again, avoid any swooshes. They’re too over the top.