|Purpose||Typical audience||Pros||Cons||Can you do it yourself?||Thinking points|
|A picture tells a thousand words. What more is there to say?||All DSM colleagues||Great imagery can be used in many communications channels to make an impact – here's a comprehensive gallery||Make sure you choose royalty-free images and that you follow our brand requirements||Yes – but remember to get permission from your subjects||If you plan to use a professional photographer, be aware that they can be expensive|
They say a picture is worth a thousand words – and for good reason. Smart choice of imagery can help you create a compelling and memorable message – whether used in presentations, posters, or to accompany a news article. Just make sure you follow our brand guidelines and advice to ensure you use bright, relevant and inspiring imagery that does everyone justice.
Check out the comparison notes below and weigh the pros versus cons. This will help you decide how to spend your time/ money for the best result.
If you’re using existing (stock) photography, there are a few important things to bear in mind.
If you’re briefing a photographer
If you’re taking the photographs yourself, most of these same rules apply – although it will cost you less! Be aware of light in particular. Try and ensure your subject has light directed towards them rather than behind them.
Things to keep in mind
If this a stand-alone initiative, then go ahead! However, if this is part of a wider initiative, you might want to take a step back and look at the broader communications perspective. A good starting point is our 9-step approach to creating your communication plan - which includes an overview of all the internal channels and tools.
Strong brands are consistent brands. Just think of the world’s best well-known companies. Why are they so instantly recognizable? Because their brand identity and experience is consistent and distinct wherever and whenever we come into contact with it.
The key elements of our visual and verbal identity on- and offline.