Reinforces their brand message and connects with their target audience
This is a screenshot of patagonias homepage that exemplifies imagery that is well used. Their design does a good job of reflecting its values, by promoting an eco-friendly outdoor-oriented brand. The website focuses mainly on imagery that aligns with their commitment towards environmental sustainability. They utilize high quality images of outdoor activities, beautiful natural landscapes as well as real people and not just models which align well with Patagonia's target audience and promote ethical business practices. One of the first things to notice from their website is their use of visual consistency. Their websites design and imagery are very cohesive, which helps to reinforce their brand message throughout every touchpoint. This is noticeable across homepage banners as well as product pages, all of their images convey a sense of adventure and a commitment to nature and authenticity. Their website's layout is also extremely clean and functional, and the navigation system is intuitive which makes it easy for users to find what they need without any distractions which complements the message that their imagery is conveying. The website also ensures that the images load quickly and effectively, which avoids slow site performance and promotes a more positive user experience.
Bad Example: H&M
In 2018, H&M received backlash for an image of a black child wearing a hoodie that had the phrase "coolest monkey in the jungle"
This incident is an example why choosing appropriate imagery that aligns with your brands values and cultural sensitivity is essential
Always consider the impacts on different audiences and cultures
Advertisement posted by H&M
This is a prime example of why web designers should choose diverse, inclusive and culturally sensitive images. H&Ms response to the incident involved removing the image from their website and advertisement campaign as well as issuing a public apology. This incident severely damaged the brands reputation, and made it extremely difficult to dig themselves out of a hole after this. Many existing customers began to question whether or not the brand was supportive of inclusivity, and due to this they lost many customers from lack of trust. This wasn't just a bad advertising decision, but it had a huge impact on the users experience of their website and led to lower website traffic and a decrease in sales.
