Good web design is about thinking beyond the usual restrictive threshold of traditional template designs. As well as considerations of usability and functionality aesthetics and visual impact are essential to allowing the website to portray the right brand image and deliver the desired message. A picture can say 1000 words, this is fundamental to web design as there are huge volumes of messages and communications being delivered in quick succession to the users viewing space. It only takes a split second to catch the viewer’s eye and seal the deal which could potentially lead to closure of a major source of profit.
Similar to an artist that uses oil paints to craft into a masterpiece, a web designer needs the right tools to design with. Sometimes even a good web designer can reach a brick wall if there is a lack of decent assets to design with. The reality is that due to the nature of the business not all companies have access to high quality resources of imagery or artwork, or have a marketing agency consistently churching our marketing material. In fact most new businesses, without huge capital injects, will struggle to acquire the creative design elements often demanded at enterprise levels.
However, like the touch of God, help is at hand! Through good photography, core marketing messages can be delivered that offer compelling incentives to your viewers and best of all it doesn’t have to cost an arm and a leg. Quite often the main cost of custom artwork production is the post touching processes and digital rendering for large, high resolution graphic design whether it is for web or printed literature. This doesn’t mean that you have to employ a professional photographer for a few days to collect the images you require, unless of course you really want truly unique photography and can justify the cost.
Instead there are various online stock photography resources where you can purchase and download royalty free, high quality photography. ‘This is a great starting point when considering the creative process of your website, and once you have a decent photo library to work with you can then utilise it in many ways such as in printed marketing collateral for example’.
However, selecting good photography is not something you can just do with your weekly shopping. It requires a careful, critical, selection process to ensure what you are paying for is the right imagery for your web design. Done well and you unleash a whole new level of design for your website, done badly and it can be disastrous for your brand.
Here are a few tips for selecting stunning photography for your website:
- Research your competitors. Spend plenty time finding out what type of imagery they use and finding good images for your own website. Do they use it well? Could you be different? Is there anything they aren’t doing?
- Try out different photo libraries, each one has its pros and cons, see which one works best for you.
Some to try are: - Try to think differently i.e. don’t use common phrases, think outside of the box. Rather than describing an object when searching think about emotions. By tapping into the sub conscious through design you are more likely to peel away the layers of the viewer’s mindset and thus increase conversion.
- Consider acquiring the help of a professional design company when it comes to selection of photos for your brand. Quite often they will have better access to various resources and be able to offer advice as to what imagery works for your target market.
- Photography is an art, so don’t be afraid to get creative and experimental with choosing your photos. Often the craziest of ideas can spark a transition from a bland identity to a visually dynamic organisation. Nike didn’t necessarily make it in the marketplace because their products were any good, although I’m sure they are, but their image right to the very core of their brand was resonated and customers want to buy into that image.
Remember, “Identity provides unique tangible and intangible elements that make up its corporate brand” (Balmer 2006). Your identity should resound throughout your business and is fundamental to business success. Hatch and Schultz (2003) suggest that Corporate Branding is a result of: Corporate Culture, Corporate Image and the Corporate Strategic Vision.
So now hopefully you are considering the use of photography in your website more than just a glance over but as key characteristic of your marketing model and fundamental to your business strategy.
Also remember to use what you have already. It is not necessary to invest in lots of new material if you already have a stock of usable photography. Unless your existing library is completely dire there is usually something that can still be used. Any experienced web design company will work with you to get the right photography whilst always focussing on the end result – creating a stunning looking website!
