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.
Curious about what we could do for you?Get Your Free Strategy Audit
Get fast, useful and no-nonsense digital news from our industry experts.
Content marketing via eBooks and downloadables is a great way to create value and solve prospect's problems throughout the buyer journey.Read Article
As a marketer, if you’re not using YouTube as a marketing channel, you’re losing out on potential leads. Here's how to optimise your YouTube videos for SEO.Read Article
The answer to the question around core messaging is something you need to consider for your business and more importantly your prospects.Read Article
For each new subscriber, we give a treat to one of our four-legged friends. Please check your inbox and confirm your email to be sure you don't miss anything.
You can get the latest agency news and follow us
on all our social media platforms below.
Complete the form below and
we'll be in touch nice and fast.
Complete the form below and
we’ll be in touch nice and fast.