Imagery and visual assets

Images influence perception quickly. Good imagery supports credibility, clarity, and engagement. Poor imagery creates doubt.

What imagery should do

Images should reinforce the message, support understanding, add context, and build trust. Decoration without purpose rarely helps.

Stock vs custom imagery

Stock images can work when chosen carefully but often feel generic when overused. Custom imagery feels authentic and reflects real experience. Choose based on what supports the message.

Common imagery mistakes

Imagery fails when images feel staged, visuals do not match the message, too many images compete, or file sizes slow the site. See Image optimisation.

Imagery and performance

Large images affect load times, mobile UX, and conversions. Optimise. See Website speed and UX.

Icons

Icons should clarify meaning, remain consistent, and support scanning. Overuse reduces impact.

Imagery and trust

Real imagery builds confidence. Generic imagery can feel dishonest. Trust affects conversion. See Trust signals.

For next steps, see Common design mistakes and When to redesign.