Have you ever seen one of those websites or LinkedIn profiles that are covered in pictures of the cliché winding roads, mountains, or jigsaw puzzles? I get it- you think they're visually metaphoric or inspiring. But in reality, they're saying nothing about the real work behind your business. They might even be doing the opposite—making people scroll on by rather than take notice!
The problem with generic visuals
When it comes to using visuals in your comms, sticking to the same tired metaphors can be a big mistake. Here’s why:
They’re forgettable: when was the last time a stock image of a mountain made you stop and feel something? We see these images everywhere, and they all blend. They don’t speak to who you are, what you do, or what makes your approach different.
They lack personality: these images don’t reflect your unique story, people, or approach to your business. Instead of showcasing YOU, your team, your process, or your values, you’re simply throwing something up to fill a space.
They feel insincere: over-polished stock images can create distance, rather than connection. When your audience sees the same road photo they’ve seen a hundred times, it’s hard for them to feel that you’re authentic or relatable.
So, what should you do instead? Here are some tips for using visuals that resonate with your audience and make your message memorable:
Be specific to your brand: use images or graphics that reflect the real work you do—your team, your workspace, or the way you solve problems. This not only makes your visuals more engaging but also builds trust with potential clients.
Show real moments: authentic moments—like brainstorming sessions, sketches of your process, or snapshots of team meetings—give people a true sense of your working style. This is where your personality can communicate!
Use visual storytelling: Think about metaphors that are genuinely connected to your work. If you’re all about clarity, show visuals that are uncluttered and crisp. If you solve complex problems, consider a before-and-after graphic or show a simplified process.
I recommend working with a brand photographer to get a suite of visuals that you can use throughout your website or social media, (Marie Palbom Photograph is great ). Also, when figuring out your brand style and tone, go through a brand archetype quiz to find out which ones you resonate with the most, and what visuals, colours and messaging style will suit you best. I have a quick quiz here that you can do to find out yours (let me know!).
So, next time you’re tempted to add a mountain or a winding road to your visuals, ask yourself—does this truly say anything about what we do? Challenge yourself to pick visuals that tell your real story. Need help with this? Drop me a message and let's have a chat,
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