Last time we discussed branding and visual style we learned the importance of an effective color palette. Today, we’re diving into the visual aspects of branding once again, and this time we’re exploring the importance of brand imagery.
Just like your color palette, the images that you choose for your branding are important in bringing your brand together as a whole. You’re sure to find yourself needing images for your website as well as your social media. Just try having an effective online presence without them!
But where do you find your images, and how do you go about choosing them? Fortunately, it’s easier than it sounds and there are tons of options available to suit nearly every style and budget. First, you’ll want to choose the source you use:
Hire a Photographer: Budget permitting, you can hire a photographer to help you create your own original images. Using your own uniquely created photos puts you at an advantage by helping you stand out from your competition. However, be sure you do your research, and make certain you choose a photographer that suits your style. When using this option, it’s also important that you and your photographer have a clear, agreed-upon vision of what your imagery should look like.
Use Stock Photography: If hiring a photographer is not in the cards for you, using stock photos can be an inexpensive and effective solution. Stock photography isn’t what it used to be, and there are some truly fantastic sites out there that offer beautifully styled stock photography that is either budget-friendly or completely free.
When considering stock photography as the source of your brand imagery, note that you also have the option of purchasing premium bundles of styled stock images. Bundled stock images make choosing your brand imagery easier by taking the guesswork out of making sure that all of your images work together.
Here are some excellent free stock photography sites:
For premium stock photography and stock photo bundles, try these sources:
Whatever source you choose, here’s what to look for when you choose your brand images:
Color and Effects: Use your brand’s color palette for guidance here. Your images should contain similar or complementary colors to your brand palette. Be sure to compare the images you want to use with your brand colors and make sure that they are working together. You also want to be mindful of any special effects your images contain (such as filters, etc.) and be sure that those effects are working harmoniously with the rest of your brand’s visual style.
Emotion: Pay attention to the overall mood of the image. What feelings does it evoke? Do those feelings align with the rest of your brand’s messaging?
Target Audience: Will the image(s) attract your target audience?
Cohesiveness: Do the images you choose work well together? Do they work with the rest of your brand’s visual style? Pay special attention here, especially if you are using stock imagery from a variety of different sources.
Consistency: Make sure the images you choose are consistent in style, mood, and overall color. Don’t go from using bright and airy images in one blog post to dark and moody images in the next.
Now that you know just what to look for, choosing your brand images should start feeling like a much less complicated task. There are tons of sources to explore, so take some time to have a little fun and find what works best for you. Once you have your brand images nailed down, you’ll be one step closer to building a brand that is complete, professional, and polished.
For a more complete list of great stock photo sites, click here.