How to create imagery that captures your brand's aesthetic
Your brand's aesthetic is the visual language that conveys your essence, values, and personality to your audience. Creating imagery that captures this aesthetic needs deliberate thought, creativity, and a strategic touch. Whether you're a personal brand or a business targeting a specific audience, these steps will serve as your compass in crafting imagery that encapsulates your brand's identity.
Defining Your Brand Identity
Typically undertaken early in your brand's development, this process involves decisions about visual elements such as color palette and overall aesthetics that can be integrate into your images. Equally important is shaping your brand's voice or point of view. What values does your brand champion? For example, if your brand revolves around "crafting and making," it should be reflected in your visuals. This might mean using vibrant colors, incorporating bustling compositions, and featuring crafting supplies prominently. Conversely, if sustainability is a core value, minimalist compositions and organic, natural elements might be your visual language.
Infusing Your Style into Images
With your brand identity in place, it's time to infuse it into your images:
Colors: Make your brand's color palette is omnipresent. From backgrounds to accents, a consistent color scheme makes for a recognisable brand.
Lighting Style: The interplay of light and shadow shapes your brand's mood. You could opt for bold, well-lit scenes with edgy shadows or soft, moody lighting for an air of elegance.
Point of View: Your choice of framing narrates your story. Play around with camera angles that resonate with your brand's personality.
Set and Locations: If you have a dedicated set, infuse brand colors into surfaces. For real-life locations, curate styling elements that mirror your brand's essence.
Props: Every prop should align with your brand's messaging. For instance, a craft-oriented brand might use paper-made props, while an eco-conscious brand opts for natural, organic elements.
Compositions: Determine whether your imagery leans towards minimalism or thrives on a dynamic, chaotic arrangement.
Moodboarding for Inspiration
Moodboarding is a powerful tool. Platforms like Pinterest empower you to assemble a visual gallery that resonates with your brand. Begin with a broad board, pinning images that grab your attention. Then dissect them: is it the lighting, the colors, or the compositions that draw you in? Categorize your pins, and patterns will likely emerge. This exercise might reveal a preference for minimal compositions paired with bold lighting. By combining these elements, you'll shape a style uniquely your own.
Incorporating Motifs for Recognition
Once you've established styling devices unique to your brand, it's time to introduce motifs—repeated visual cues that become synonymous with your brand. These cues aid familiarity and recognition. For instance, consistently photographing your products against the same colored background or regularly employing a flat lay perspective are motifs that build a consistent visual identity.
Embracing Originality
In a world where trends sweep through like wildfire, your originality serves as your brand's secret sauce. While drawing inspiration from trends is fine, it's your unique interpretation that distinguishes you. Allow your perspective to breathe new life into established concepts. This originality not only sets your brand apart but also resonates authentically with your audience.
