The greatest motivation for my work as a designer is to see how a creative work can move people and involve them emotionally. The way I am, images evoke the strongest emotions. A snapshot can catch a whole moment and even let the viewer enough space for their own fantasy. The higher click-rate on content linked with an image shows that I’m not the only one like that.
Brands have always used images to emotionalize their products. But the digitization and changes in the needs and beliefs of our society force us to rethink how branding handles imagery.
In the past, brands were mainly perceived through classic advertisements. Campaigns were composed of headline, layout, logo, and image. Since corporate design had a broadly equipped toolset of colors, shapes, typefaces, and logos, branding focused less on imagery. Then, imagery — for example, in automotive — was the same old style for every competitor: car driving fast through a landscape, dramatic light, glossy colors.