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Imagery & Graphics

Creating rich and eye-catching images and graphics is imperative for your website/social media. Imagery tells your customer your story at a glance. It helps bring your product to life and encourages interaction with prospects and clients.

Why This Matters

Interesting and eye-catching images can make or break a website or social media platform so be sure to put some thought into the pictures you use. There are a lot of things to keep in mind before adding a picture to your website or to a social media platform. Images should be seen through the lens of your brand and the voice of the platform you are putting them up on. This also applies to any graphics or ads you use or create.

Images and Voice

Images reflect your brand. Do you have brand standards that specify what kind of images you will be using – what is the look and feel of your imagery? Does it include people from a distance so that the audience can insert themselves into the scene? Does it include smiling faces that match the demographic of your audience. Images have a voice and a vibe – make sure that matches the look and feel and language of your brand.

Social media platforms have their own language and aesthetics. You wouldn’t post a photo that is at home on Instagram stories to LinkedIn. Not only are you thinking about images in terms of your brand, you also need to match the voice of your audience to the platform.

Using Images Legally

If you’ve found an image online that you like and want to use, keep in mind that someone could own the rights to that image, and if you use it without permission, you can face serious repercussions, including possible imprisonment for serious offenses, and fines of up to $150,000 per infringement – if you use the same image multiple times, you could be fined for each instance of that image being used. Even if you are using an image that you’re not intentionally using illegally, it’s still considered copyright infringement, so make sure you are using images you’re allowed to use.

Product Photography

Do you have photos of your products?
Do you know someone who can take photos of your products?
Do you have videos of your products in action?

Services Photography

Do you have photos of your office/location/waiting room?
Do you have photos of your clients using/receiving your services?
Have you sourced royalty and licensing free imagery?

Graphics

The same voice applies to any graphics you create or use. Is the typeface chosen very casual when your brand is very professional? Is the layout and colour very messy and chaotic when your brand is about simplicity. These are all things to consider when choosing any type of image to represent your business, whether photograph or graphic.

Resources

The Essential Guide to Using Images Legally Online – If you’re not sure where to find ‘legal’ images to use, this guide will walk you through the steps needed.

Creative Commons – Provides free licenses for creators which replaces, in most cases, the copyright, allowing individuals and businesses to use images for their digital media. Check their FAQ’s for more information.

How To Take High Quality Product Photos With Your Smartphone – A guide to taking better product photos with your smartphone.

Taking Business Specific Photos (for your Google listing & beyond) – Resource on types of photos your business might showcase and why.

The Ultimate DIY Guide to Beautiful Product Photography – Shopify’s guide to product photography.