10 images that have never been used by people with good taste
His Work / / December 26, 2019
Ira Astafieva
Art director of the communication agency why_effect.
Visual images are needed to reinforce the idea that we want to convey the meaning not just words. It's a great tool, but it is important to know how to use it correctly. When we choose the illustrations, most often come to mind first, first-order associations - but that's why they should be avoided, and to think more deeply.
Most of these images have become obsolete because they are used millions of times for different purposes. The article will be useful to anyone who does presentations, Videos, websites, any handouts - all that is meant to convey the idea of including via imaging.
The most popular images, from which should be abandoned
1. Iceberg
Ice Mountain drowned "Titanic" and can drown business reputation. Most often used for iceberg image hidden threats - what we do not see the full extent. Be careful, because it is not always appropriate. Similarly, it is not necessary to use an iceberg as an illustration of the hidden advantages, because it is too obvious negative coloration.
how best
Show hidden benefits can so that people on the ground see the clouds, and located in the passenger plane - the sun. This metaphor is clear to everyone who has ever flown. Or take a look from a different angle and try to find a connection business visual way. For example, if you are doing stuff for the IT-department, using the metaphor of the hidden functions in your phone that are available only in developer mode.
what can replace
- Man on a rubber disc with a cocktail in hand, and under the water - a giant Megalodon.
- Primal Tiger in a dark cave, which is recognized only by his eyes.
- Trojan horse.
2. The hands of the "Creation of Adam"
Fingers of Adam and the Creator with the famous Michelangelo - the first association, designed to show that the processes taking place at the junction. Often use a customized version - finger human and robot - like a symbol of unity of the living and the technological. Too trite metaphor.
how best
If you combine the human and the robot, they have to look in one direction and not at each other, to not read the confrontation. Show your friendly vehicles world: modern laboratories or mechanized factories, smart home - that helps a person, not threatening him. Create universes of the future, where robot It acts as animate the face, but it is not at war with someone. And if you can not think of a metaphor, take something that is familiar to the audience what she finds herself. In "Creation of Adam" themselves find difficult.
what can replace
- Mechanical dog - a companion of man.
- Original painting by Michelangelo without customization.
3. Digital grid or circles
When we talk about the digitalization, it primarily involves technological images, and the first among them - the digital grid or circles. They love to animate to great effect, they spin, but in all this there is no "why", but "wow". This imaging for visualization.
how best
Look for a metaphor based on the mood of the message you convey. Digital grid exclude a person from communication. To make the visualization more friendly, motivated user, show him the familiar images in a new environment.
Digital grid is not always taboo, it can be applied when you face the challenge to tell about the device technologies. Or if the brand really has to do with technology and the corresponding elements are reflected in his style.
For example, when we did a project for a well-known manufacturer of motorcycles, then used in the presentation of the net with their new website. It was fun to tie together, because the image does not come from the ceiling.
Use cool tech stuff when you need to show movement in the digital space, to get from one point to another. For example, here case Audi on Behance. Car brands discusses the new SUV, which is necessary to "drive" through new stages of development. These steps show the digital landscape, and the car - a realistic, it is in the foreground, and the "figure" Do not overtighten the attention on himself.
Good show, that person will get in contact with the device - it is a way with which to identify himself.
what can replace
- A good example - advertising campaign Apple Watch. Gadgets Manufacturer enter clock in the context of a person's life and his real experience: shows how convenient this device swim, run - in short, to live.
- The combination of incongruous things: for example, our whales didzhitale - realistic objects that are placed in the digital environment. Whales embody the values and strategy of the company, which was moving towards digitalization.
4. Safe or shield
When we talk about security, reliability and data protectionThese images - the first thing that comes to mind, but this is not always the problem. On the other hand, if you really do safe - use without a doubt.
how best
Think deeper. If you want to use these images, then supplement them with a visual conflict - not just demonstrate these things, but also show how they are durable. Let safe is burnt with fire dragon, but will retain everything of value inside, nestle hero shield from the rain - it is original and certainly will be remembered.
what can replace
- Much more deeply-designed shield metaphor - medieval knight in the draft for the law firm Nevsky IP Law, which deals with the protection of intellectual property.
- Guard dog or even condoms.
5. Rocket or tearing ribbon breast athlete (do not know which is worse)
Two visualization with one meaning: winning, breakthrough, super efforts, which led to the triumph. These images are all tired.
how best
Subject sports business is not taboo. But it is better to choose a sport depending on the mood of the brand. And not a lone runner, because the company - a team. In sport it is always different in nature: aggressive rugby and skating - elegant. Every business with something associates himself, and it is very exciting - to dig down with the client to perfectly suitable solutions.
what can replace
- Digging stick. In the context of human development is a revolutionary discovery. Logical, clear and strong association.
- Steve Jobs, Elon Musk, Stephen Hawking - people who change the world and bring humanity to a wonderful future.
- Great show it in the movie "Up" - there is a house of flies on the balloons.
6. Palm with the germ
The image refers to the ratio of conscious nature. Also, often using it show how to create something and how to relate to customers carefully. Rostock in this case - customer service, careful and attention.
how best
Man - a being who better understands the negative. Therefore ostrosotsialnye problems better show from the back - ask yourself, "What if you do not do this," then comes to mind is the mass of images - sometimes fantastic, but very strong.
what can replace
- If you touch on environmental issues, using realistic image effects: the spilled oil, dead sperm, plastic in the ocean.
- When it comes to customer service, it is better to show the point of contact with the customer, warm images that show how people try to make the customer's life better. Great are the real pictures or video of the work process: the "Dodo Pizza", for example, the real pitstsameyker rolls dough for your pizza in real time.
7. tug and tug race
Metaphors of the first order for the image of competition and struggle. Often used in presentations with a strategy, thinking energetically motivate employees to achieve goals enthusiastically (no). Or reports, when talk about the complexities of the market.
how best
Look carefully at the sides. The nature and everyday life are many examples of brilliant and unusual juxtapositions. It is possible to embody the popular characters from the film: an obstacle to business - it is a negative hero, and you or your client - a fighter for good.
what can replace
- Savannah, where predators compete for prey.
- Well-known rival brands, persons and characters - "Yandex. Food "and Delivery Club, Coca-Cola and Pepsi, McDonald's and Burger King, Steve Jobs and Bill Gates. Visual images, reflecting the idea of market competition, there will be handy.
8. People from wastewater
The worst way to show life - use images of people with the first 7-10 pages of popular drains. The word "stock" was the designation artificial pictures. Of course, on such sites there are beautiful images of the city, the food. But there are also photos of people, representing some action - an absolute taboo.
how best
People love to see people, and that's fine, but the image must be chosen very carefully. It would be nice to do targeted photoshootTo show real employees or users of the product. Another very atypical helps correct framing. There is a free service UnsplashWhere photos of the pros do and there are some very interesting solutions.
what can replace
Any quality photographs with meaning. If you show the lifestyle, it should be realistic, alive. Cool Case - Mail.ru: the company has its own fotobaza of the images of their employees in the office to be used for internal communications.
9. Handshake
Shows reliable partnership agreement and inviolable.
how best
And again - go deep into metaphor. Invent Association until such time until you find the same one that reflects exactly your idea and solves the problem of the client.
what can replace
- Bird clean crocodile teeth.
- A man and a tiger hug.
- Guide-dog.
- Children shape the cakes in the sandbox.
- Tandem bicycle or catamaran.
- The captain and sailor.
- The commander and copilot.
10. white men
We believe that you are not using them, but just in case recall. This universal soldiers nonsense - once they have done so much, that they are suitable for any business situation. At any term exists a white man. That is why they can not be used.
how best
If you want to liven up a presentation, take the image, which can be tested empathy.
what can replace
Anything but DO NOT USE WHITE man, please.
conclusions
1. Digging deeper
Do not use the first-past in his head the association, they are not talking about your business, but about all the businesses in the world. The most effective visualization is always more complicated. Their take more time and effort, but the results and satisfaction from this work are worth it. The more layers of meaning in the design, so it is more efficient.
2. Look for stories
People love stories, and it is important to remember to create the visualization. What is the story behind a rope or safety deposit box? For digital pulsing circle? For white men, who do not even have faces? These images can be used in hard marketingWhen we know that the audience will understand the absurdity of jokes. In any other case it is necessary to look for more.
3. Be consistent
Choosing a metaphor, it sweeps through the entire communication, do not throw in the middle. For one of our projects, we have the real story of the conquest of the North Pole by Amundsen and Nansen and illustrate what was happening in the client's business, the events of these expeditions. When the business challenges associated with much history, it's always a win.
see also🧐
- 25 tips novice web designers
- How to make a presentation: best tools and tips
- "On paper, it looked better": 15 examples are not very good design