We’ve all heard the old saying that a picture paints a thousand words and it’s never been a truer statement than when it comes to the images you choose for your brand. Some people enjoy choosing images, others prefer to leave it in someone else’s hands but the fact is that image selection is a vital part of your brand message.
Like it or not, images send a powerful message, and it’s your brand imagery that your audience sees before they read a word of text. If the image is sending a different message to your statements, you’ll end up with a confused brand identity and you’ll leave your audience unsure about what your message really is.
There are however a few simple steps you can run through when choosing images for your website and other brand collateral. Here’s a few tips:
One – Is the image appropriate for your brand?
If you sell building materials it’s probably not a good idea to sprinkle your website or Facebook and LinkedIn company pages with images of the latest fad.
Miley Cyrus’ twerking episodes may be of interest to your Facebook friends but they are unlikely to resonate with your brand message. Similarly if you don’t actually sell lingerie then lingerie models on your website may not send the right message about your brand.
The market is literally drenched in content and it’s important that you stand out from your competitors – but in a way that reinforces your brand attributes and doesn’t confuse the heck out of your audience. Indiscriminate or inappropriate images can distract your audience and create confusion and uncertainty.
If your brand’s target audience is limited to teenage girls then a liberal dose of Miley Cyrus may be appropriate, but otherwise try to choose images that reflect your business values, brand attributes or are simply product related.
Don’t be afraid to use images of your business itself – the production process, the software, the garments, the floral arrangements – whatever business you’re in, you’re no doubt proud of it so here’s your chance to show it off.
Two – Does the image send the right message?
It’s really important to make sure that your imagery conveys the right message. Your message context sets the mood and tone for what your potential customer is about to view.
Think about the story of your brand, the brand personality, values and attributes. Try to make sure that your images reinforce everything you want your brand to be about.
Three – Is the image clever or memorable?
It’s worth taking a little extra time to choose images and snappy sentences that will stick with your audience. Use surprising or different images and try to stay away from images that are common for your industry.
Many business to business websites are a prime example of the lack of energy that goes in to selecting images (boring suits shaking hands or staring into a computer are not unusual and definitely don’t have any interest factor).
So have a think about the images you’re using on your website – maybe it’s time for a spring clean!