The recognition of the brand not only creates logos and colours. The way to photograph, frame and select illustrations affects website consistency, offers and promotional materials.
Define the role of images in communication
The photo can document the implementation, show the product or build the mood. It is worth distinguishing these roles before a common style is created. The photograph of the actual project should not be replaced by an accidental illustration suggesting the performance of the work that the company did not carry out.
When preparing the identification for the company from Warsaw, collect existing materials and indicate shortcomings. Some photos may require a new frame or a smoother machining, and some will have to be done from the beginning. Not every inconsistent image can be improved with the color filter itself.
Prepare some clear rules
The direction can be described by the type of light, background, frame proportions and way of presenting people or products. The rules should help the person choosing the next material, without requiring any interpretation of the entire brand strategy.
- Determine when to use the picture and when to use the illustration.
- Show examples of proper and incorrect framing.
- Include a space for text if it is to appear next to the image.
- Keep the natural colour of the product compatible with the presented product.
Check images in target formats
A wide banner, article card, and vertical publication need different frames. An important piece should not disappear after the screen is narrowed. When you shoot or prepare an illustration, it is worth predicting several applications immediately, instead of saving each format with a random cut.
Maintain description and origin of materials
With files, store information about the authorship, usage and presented project. This allows you to select the right material without conjecture. A wider order of resources describes management of visual identificationThe consistency of the images does not mean their identity. The aim is to make further materials fit the character of the company, maintaining the truthfulness and readability of what they show.
