How do you get it right?
- Your images should be designed to generate engagement with your chosen audience.
- Your image style should say something about your core values.
- Your image style and palette should complement each other.
Chris: Let’s talk about how you do your image style, and how it all works.
Matt: First off, which is the same for most branding, it’s about understanding your audience. So making sure your image style properly connects with the people you’re trying to communicate to. So, if you’re a very friendly, happy, family-orientated business – and that’s the kind of audience you want to connect to – you should reflect that in your images, and not go too suited and booted and too bland with your imagery. So, combining your whole branding and your image to talk to your audience is key.
Chris: Following on from that, it really should follow your core values. So if you’re a legal person, it needs to show that you’re very good at your job, and you’re going to win all your cases.
Matt: By core values here, we kind of mean the top level of your brand philosophy, so your why, how and what messages, making sure that the image is in harmony with those messages, and the rest of your branding really, to make sure it all glues together. And in turn, it’s also worth thinking about and being aware of your colour palette. So you don’t want your images to clash horribly with all the other colours you have on your visual communication.
Chris: We’re not saying that everything on a certain brand needs to be blue or anything, but if your brand is an outdoors brand then you’ve got colours in your logo which are going to be earthy tones, so you need to follow that through with all the images on your site as well.
Matt: And actually, when you start looking at your branding, it’s often worth starting with your imagery before you get to your colour palette, because in some ways, it’s a good way of defining that colour palette – to get all of the images together and see what common tones you’re using. You can colour pick from them and make sure you’re not getting anything that clashes and it all sits nicely together.