The first impression counts
Photographs or illustrations are ideally suited to transmit emotional messages: Most people are visual beings – images are processed cognitively faster and remembered better than writing, which the brain first has to decipher. When conveying corporate or brand values, the visual language is therefore of major importance. A consistent picture style contributes significantly to the perception of the brand; this includes aspects such as the Kadrage, perspective, color climate, styles such as Depth of field, back light, etc.
Depending on the design, the image style can convey a wide range of feelings and impressions with which the brand wants to be associated: is it approachable, friendly, low-threshold, for example? Or edgy, trendy, provocative? Reliable, precise, innovative? Exclusive, high quality, sophisticated? In combination with brand design and tonality, the image style conveys the character and positioning of the brand in the literal sense at first glance.
Images have to do justice to the brand
In addition to the visual language, the visual content of course also needs to be carefully defined and checked for the desired message. Optimally, motifs and looks are defined as part of the branding process in order to produce the image material in a shoot. In this way, you can control all aspects and create them exclusively for your own brand, starting with the choice of the photographer whose handwriting fits the visual concept.
If material from image databases is used, it makes sense to refrain from choosing stereotypical, overused or too obvious motifs: symbolic images of handshakes or puzzle pieces that fit into each other say nothing specific about the performance and added value of your brand, and an essential goal of branding is to differentiate. Adequate visual language in the context of the corresponding brand design, on the other hand, has the power to distinguish a brand from the competition and even to load and make unemotional products or content accessible.