Sandra Niehaus from Closed Loop Marketing

This article continues a series of guidelines to help you with website image selection. In Part 1, Sandra  covered some general principles to consider, including the image’s mood, uniqueness, content quality, and contextual cropping. In this article she discuss’s ways to use images to support and reinforce a business brand.

Before we look at how images can support your brand, let’s back up one step and look at your brand itself. How clearly can you describe your brand? Do you know what qualities you wish it to convey? If you were to summarize your brand with only four descriptive words, what would they be? And, even more importantly, would your target audience agree with your assessment?

At a strategic level, image selection is simply an outgrowth of foundational marketing principles. Once you’ve solidified your brand’s  ’personality’, message, and unique value proposition, you’ll be able to judge not only images but colors and copy as well against those standards and select what fits best.

As an example, let’s take a look at two fictitious company brands and their targeted characteristics…..

The full article can be read here along with the images she refers to.  Enjoy it.  www.wilsonweb.com