Imagery is crucial to how you present yourself to your audience, communicate your message and build your brand. It is just as important as your logo and other elements in your visual brand style guide. Unlike your logo or colour palettes that have set parameters for different applications, imagery needs to articulate your content, whether that’s information or an offering, in a way that makes it identifiable as your brand.
Combining photography, icons or other graphics to highlight and reinforce your content, brings variety and interest. Your brand might shun photography altogether and use stylised illustrated characters, but all the visual elements need to be cohesive, and all these elements need to be created or sourced. And make it quick.
In an ideal world for a large company with long lead times, all imagery would be bespoke. Photographers, videographers, and illustrators would be briefed to create all these elements, for the sole purpose of your EDM or squeeze page. It would be unique.
In the real world, for smaller campaigns with quick turnaround times, you browse the shelves of the stock site of your choice. You purchase and download your chosen assets and start plugging them into your placeholder boxes.
You can’t always get the image you want. Often, I find myself looking a the potential an image has to be reworked for a project. Can I retouch that bottle out? Can I break this apart to be animated? Can I extend that background for copy space?
It pays to consider the following when browsing stock libraries:
Contracting professional photographers or videographers to create and/or collaborate with you on tailored creative is not a sign of weakness! They make it their business to communicate ideas visually. In return, you will get bespoke creative, on brief, on brand and just for you.
Lucie is a creative extraordinaire and avid wearer of bandanas.
Lucie’s flair for designing great user experiences is built on a rich creative career. Over the past 15 years, she’s worked in graphic design and web design for studios with a variety of clients, both on a freelance and in-house basis. Lucie is brilliant at working with colleagues and clients to visually communicate messages in a crystal clear way, whether the end product is a squeeze page, EDM or online ad set. She says the art is in bringing together images, design and content, then tinkering to bring it all together in a single cohesive piece that’s tailored to the online environment.
When Lucie isn’t applying a killer winged eyeliner on the train, she’s sketching fellow passengers while they aren’t looking. We’d be a bit creeped out if she wasn’t so damn cool.
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