Why You Must Use Imagery

JTN Article

Why You Must Use Imagery

When you’re creating anything client-facing that’s going to impact a potential client’s opinion of your brand, there are many components that need to be taken into consideration, one of the most important components being the visual side.

In a previous article about landing pages, we mentioned the importance of what your page looks like and how it affects your success rate. This same rule applies to all areas of your website, as well as your on and offline marketing.

So, why is it that imagery and the visual side of brands plays such an important role in creating success?

The answer is simple, JTN’s brand manager Karla says; “Branding is more than a graphic shorthand for corporate identity. It emerges from a company’s culture and values. It aligns with business strategy. And ultimately, it bridges the gulf between them.”

It takes a reader 3 seconds to decide whether or not they like a website, brochure, email etc. Those three seconds are the difference between them continuing to read the copy or moving on.


You need the images to do the initial attraction. If you remove all forms of imagery from a website like IBM, for example, a multinational technological company, then all you’re left with is copy.

For most people, a page full of writing is not only extremely off putting, it can often cause them to click off the page entirely. The images and graphics act as an aid for the reader, giving them an idea of what your company is about. Without the images, there is nothing for them to digest quickly and easily.

Finally, try not to overload your website or marketing tools with images. Although it is important to mix in imagery and graphics in and amongst general copy, it’s important to still have a message written.


Color is something that is usually considered and decided on at the beginning of a brand’s life. The colors are in keeping with the logo and will inevitably end up becoming the ‘face’ of the brand.

Coca Cola’s brand of red has become famous amongst any and all countries. The color is so significant to the brand that you only need to see the color alone to know what it is. Another famous color is the Hermes orange. Most fashion-forward people are able to recognize that orange from a mile away, again encapsulating the brand in just a color. Having this visual aid in their brands has been one of the driving forces of their success.

There are often two types of clients – the analytical kind who like facts, figures and copy that is more detailed, and the visual kind, who respond much better to images, color and short chunks of text. Try and tailor your client-facing material to suit them both.

If you are interested in implementing a more visually-friendly website or improving your imagery and branding in any other client-facing material, but are unsure where to start, let us know in the comments below or get in touch with a member of the team. We are more than happy to have a chat.

Why You Must Use Imagery
Ashley Jenkins

Ashley is a senior digital marketing specialist at JTN Group in London where she plans and executes high-ROI digital media and PR campaigns for B2B clients in high-growth industries including Fintech, Commercial Property, and Manufacturing. Read more about JTN Group.


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