Creating Effective Imagery For Your Brand
Whether you’re looking to give users a more pleasurable experience or create more visual appeal, images can be a useful tool when marketing your brand. Just like any other tool, it takes careful consideration to pick out effective images. If you’re using stock images or taking your own, here are a few simple tips you can use to bring images to their full potential.
Image With a Purpose
The saying that any image is better than no image can lead to meaningless visuals that confuse users. When considering an image, make sure that it serves a specific purpose. Often a successful image has more than one purpose. Images should be appealing and also showcase a product, show your team in action, or illustrate a concept or service. Like in the above photo, images can be used to give customers a feel for the atmosphere. If you have a concept that may be new to customers, demonstrate it with a photo. Don’t just think of an image to fill space or add contrast, instead consider how a photo can add to or compliment your message.
Real People Win
According to A/B testing done by Basecamp, a web app company, happy people attract users. Using photos with people create a welcoming presence and can help direct users’ attention. Real people looking in a certain direction or pointing at a product can help guide users to a call-to-action or important information. If you’ve decided to take your own photos or hire a photographer, consider taking photos of your team so customers can become more familiar with them.
Quality Over Quantity
While this point may seem obvious, it’s worth mentioning that a clean, crisp photo is more effective than a blurry image. Pixelated images are a result of low-resolution photos being displayed larger than intended. To avoid this, always match the resolution with the size of the images. Typically on the web, images have a resolution of 72dpi, but for larger images, a higher resolution will be needed to create a clear image. Keep your images balanced; too many large images can be overpowering and increase the loading time for that page.
An effective image is about more than just quality. What you name your image is just as important. SEO isn’t just for content. Images can generate a lot of traffic, and the right file name will make your image easier to find. For some examples, just do a simple image search for pecan pie and you’ll see that many of the file names will include some variation of the search words. Oftentimes, the file name will be descriptive, explaining what’s in the image, and will include any relating keywords.
It only takes a little extra work to create effective imagery, but the results are sure to be beneficial. Take the time to make sure each photo has a purpose, has a search friendly file name, and is a quality that won’t be pixelated.
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