3 An Aesthetic Niche
Images add immediacy, power, and clarity to communications, from stained-glass church windows to Michael Jordan billboards. Consider what images mean for a brand identity, and choose wisely.
The evolution of online stock photography and photo-sharing sites has given designers access to a plethora of easy-to-come-by images. Search iStockphoto for “guys in ties running through airports,” and you’ll find ample imagery to represent just about any business customer. But using these clichéd images won’t carve out a visual niche for the brand. It will merely add to the noise.
With everybody using the same pool of photos, it’s hard to use images as a unique differentiator or identifier. In response to this, brand designers need to ...
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