Better ad images with consistent style
In the advertising business, one often hears the word style, which simply means what the image expresses. It can be anything from the lighting in an image, the composition (placement of the object) different shades etc. The choice of style can change the perception of what the image conveys. You usually talk about a scale where realistic is at one end and abstract at the other.
Style of the picture
Similar style in all of your pictures allow a certain personality to be associated with your brand. This allows people to easily associate the image with your brand. Consistent use of a style increases the chance that people recognise the image and connect it with your brand.
Next time you see a major advertising campaign take a look at the style. For example. Volvo uses a Swedish landscape, a specific cold hue and dramatic clouds in the sky. Nike has dark and dramatic images with a lot of shadows.
More effective images
To work with a certain style is nothing new, advertising agencies for example are working this way all the time. But if you don’t work through an agency, you might just get great shots from your photographer that doesn’t connect with one another. To create aesthetically attractive images is one thing, but to create effective images is quite another. These images are also effective since they illustrate the company’s business areas.
Does your photographer find the common thread?
Ask your photographer to find a common thread (style) through all the images. This is why proper preparation is so important, which I wrote about earlier. If you already have existing pictures, ask the photographer to continue with the same style. The sample pictures in this article are created for the company Contestor. The images have a consistent style thanks to the quality of the light, placement of people, objects and colors.
Sketch images lets you see what you will get
Sketch images is something you create during the preparation of an image. Sketch images allows you to see what kind of style your images will have when they are done. This way you’ll get a preview of what it is that you really pay for. Below you can see the sketch images I created for Contestor before we started shooting.
All images have the same style
The consistent style continues through all the images. Even the portrait photos have the same lighting and colors.