• 90% of information sent to the brain is visual
• The average person reads only 20% of text on a website page
• Visuals are processed 60,000 times faster than text
• Content with visuals gets 94% more total views
Crazy statistics, right?! We are living in a visual age, it’s true. Now, more than ever, it’s imperative that your brand imagery is in tip-top shape. Good quality photography and consistent imagery are up there on the priority list with a kick-ass logo and super tight copy.
Below are the 5 most important things to consider when it comes to selecting and producing imagery for your brand.
- Does the imagery resonate with your target market?
It is hugely important that your images convey the right emotions you want associated with your brand. This refers to the feeling of your brand. What emotions do you want to evoke with your branding and imagery?
- Consistency – my favourite word!
If you’ve worked with me, you’ll know that I am a little bit OCD when it comes to being consistent and projecting a cohesive image. For me, this is a deal-breaker! Every image used across your touchpoints should have a consistent look and feel – take note of the colours throughout, the brightness or darkness, are they sterile and clean? Or are they warm and detailed? etc, etc.
- Be different. Don’t worry about keeping up with the Jones’!
Be creative with your imagery and come up with something unique. It is important that you put as much thought and effort into the images that you choose as you do the written content of your brand. Check out what the competition is doing, and then blow them out of the water.
- Tone and Trust. Do the images you’ve selected reflect the personality of your company?
Describe your company in five words, and then ask yourself – can you use those same five words to describe the images you’ve chosen? If not, go back to the drawing board.
- Professionalism. Are your photos the very best that they can be?
If you’re not putting your best foot forward, why not? By showing your audience that you’ve invested in a good quality photography, you’re implying that you care about your brand and the product you’re selling. If your photos are sub-standard that implies sloppiness and a lack of professionalism. Remember, no-one else will care about your brand (your mum included), unless you do!