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How to Create High-Engaging Visuals for Your Brand

If you’re setting up a new website, app, or social media channel— and whether you’re launching a new brand or revamping an existing one— there’s no denying that visuals carry a great deal of weight.

Product pictures matter, whether you’re showcasing a pair of jeans that you’re selling or your SaaS interface. The branded imagery you choose— including logos, informational resources, and social media profile pictures— all carry a great deal of weight, too.

This is what drives the team over at Snappa, including the Jonny Hughes, the marketing and brand manager. In this post, Hughes shares some of his best advice about creating high-engaging visuals for your website and marketing channels.

Jonny Hughes is the Marketing & Brand Manager of Snappa. He loves making content that gets people excited about creating online graphics, and he especially enjoys forecasting new and exciting design trends for Snappa’s online readership.

Why Branded Imagery & Colors Are So Important

You hear a lot about “branded images” and “brand colors.”

These are visuals designed to represent your brand. They may include logos, but it’s also about the overall visual aesthetic.

Do you have a specific illustration style for your blog posts or your YouTube thumbnails? Or do you have a branded color palette for all marketing materials?

It can go a long way in helping to establish brand awareness, but it can even make a difference when it comes to a first impression from customers.

Choosing A Visual Style for Your Brand

Whether you’re creating a new brand, undergoing a rebrand, or just updating your visuals, it’s important to be intentional about the visual style you choose for your business.

A pastel, flowery website is going to appeal to a different audience than a dark site with sharp, minimalistic designs. And that’s what you want— to create a specific impression that will appeal to your target audience.

And when you do that, you need to think about whether or not your visuals align with your brand story and the product itself.

Take a look at these examples and you’ll see what we mean:

Why Businesses Need Diversity in Product Images

It’s a general best practice to have a variety of different product images on your site— especially if you’re selling physical goods.

You might, for example, have an image of a t-shirt on a neutral background, and another of the mannequin wearing a shirt. You might have multiple pictures of a model wearing the shirt from multiple angles.

This helps the customer understand what they’re buying.

This goes for SaaS brands, too. Multiple images of your interface and different features can help customers make a buying decision.

And don’t forget that your own branded, professional images aren’t the only ones that should be on your site. User-generated content (UGC) should be placed on product pages, either in the review section or a special featured content section, as it can increase sales significantly.

Which File Types Businesses Should Use?

One mistake that businesses make when creating their websites or social media content is using the wrong image file type— and believe it or not, it actually does matter.

Jonny stressed that each has pros and cons:

In general, these are good guidelines to follow:

Why You Need Diverse Image Types

You need diverse visuals even outside of just multiple product images.

Your website and social media marketing can benefit from using a variety of different visual types, including:

This goes for any marketing platform, and for your website, too. Changing it up will make it increasingly likely that you’ll successfully capture your audience’s attention— especially since you likely have multiple audience segments at different stages of the sales funnel who will also respond to different images.

What Brands Can Do to Make Their Images SEO-Friendly

Image optimization may not be the first thing that comes to mind when you’re considering search engine optimization (SEO), but it can play an important role.

Adding alt text to your images is one of the most important steps you can take.

You also want to consider the image file size and type. As we already mentioned JPG files can be beneficial, because they’ll create the smallest file type while still offering high-quality images. This prevents your site loading times from slowing down, which prevents your site from taking a hit in the SERPs since loading speed is a core ranking factor.

Final Thoughts

Images and copywriting alike make a powerful first impression on new customers, and it can impact your relationship with existing customers. Taking the time to be intentional about creating strong, diverse, and branded images that align with how you want your customers to perceive your business is essential.

It all comes down to understanding your audience, and your diverse audience segments. When you can do that and create images designed to appeal to them, you’ll be off to a good start.

Want to learn more about your audience segments? See how MyTracker can help!

Tags: audience segments marketing analytics personalization web analytics