{"id":4665,"date":"2018-06-07T19:18:43","date_gmt":"2018-06-07T19:18:43","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/?post_type=chapter&#038;p=4665"},"modified":"2024-05-09T15:44:18","modified_gmt":"2024-05-09T15:44:18","slug":"images-overview","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/chapter\/images-overview\/","title":{"raw":"Images Overview","rendered":"Images Overview"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcome<\/h3>\r\n<ul>\r\n \t<li>Identify types of images used for business messages<\/li>\r\n<\/ul>\r\n<\/div>\r\nWhen creating a message take a moment to you ask yourself, \"Would including an image strengthen or support the message more than text alone?\" Studies show that content that includes images get up to 94% more views than content without images. Users are 40 times more likely to share visual content on social media, and consumers are 80% more likely to read a piece of content if it contains colorful visuals.[footnote]Desmarais,\u00a0Ellen. \"<a href=\"https:\/\/contently.com\/2016\/03\/21\/images-content-engagement-skyrocket\/\" target=\"_blank\" rel=\"noopener\">Make Your Content Engagement Skyrocket<\/a>.\" <em>Contently<\/em>. 21 Mar 2018. Web. 28 Jun 2018.[\/footnote]\r\n\r\nIn short, visual images can greatly increase the comprehensibility and understandably of a message.\r\n\r\nBut how do you choose the right picture to match your content? We should apply the visual media standards we discussed earlier:\r\n<ul>\r\n \t<li>The image should be clear and simple<\/li>\r\n \t<li>The image should have the same look and feel as the other images in the document<\/li>\r\n \t<li>The image should persuade the reader (or at least capture some feeling)<\/li>\r\n \t<li>The image should fit with your company\u2019s brand.<\/li>\r\n<\/ul>\r\n<div class=\"textbox tryit\">\r\n<h3>PRactice Question<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/9bf72a8a-d7e5-4848-aedf-2706988f24cf\r\n\r\n<\/div>\r\nLet\u2019s take a look at each of these by checking out the websites of some companies you\u2019re familiar with.\r\n<h2>Clear and Simple Images<\/h2>\r\nA company that has a clear and strong visual identity is Apple. Apple is a technology company committed to bringing the best computing experiences to its customers. The clear, clean look of <a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener\">Apple's website<\/a> conveys a message to the customer: Our technology is sleek, bold, easy to use.\r\n\r\n[caption id=\"attachment_4683\" align=\"aligncenter\" width=\"650\"]<img class=\"wp-image-4683\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011905\/phone.png\" alt=\"Screenshot of Apple's iPhone X Website homepage.\" width=\"650\" height=\"323\" \/> Figure 1. Apple's iPhone X website[\/caption]\r\n\r\nThe iPhone X promotional website screen\u00a0(Figure 1) features an eye-catching smear of colors, something that draws the viewer\u2019s attention but doesn\u2019t compete with the product itself. Imagine if the iPhone X screen featured a photo of a child, or a cute pet. Would you be looking at the product then, or the content on the phone? Clean and simple images help you convey a singular idea.\r\n\r\nConversely, Figure 2 shows a website that sells new and gently used electronics. Considering this company is trying to sell multiple types of products on one platform, what type of impact factor does it have?\u00a0How would you compare the impact of this website to Figure 1?\r\n\r\n[caption id=\"attachment_4682\" align=\"aligncenter\" width=\"649\"]<img class=\"wp-image-4682\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011801\/swappa.png\" alt=\"Screenshot of the Swappa website homepage. A search engine bar is near the top, while features of electronic products like iPhones, Smartphones, Video Gams, Home Tech, Laptops, and Tablets are listed near the bottom.\" width=\"649\" height=\"316\" \/> Figure 2. Swappa's website[\/caption]\r\n<h2>Uniform Images<\/h2>\r\nChrysler is an automobile maker founded on the principle of \u201cdesign with purpose,\u201d and their mission is to build cars people will enjoy driving and want to buy again. Figure 3 shows a screenshot of the <a href=\"https:\/\/www.chrysler.com\/\" target=\"_blank\" rel=\"noopener\">homepage of Chrysler's website<\/a>; here\u00a0the company is using the layout and composition of the images to showcase a wide selection of items to explore here\u2014all while doing it in a way that\u2019s interesting to the eye. In the top row we have three of their top-selling vehicles, shown in a uniform format: all shot in the light of the afternoon from about the same distance, all of them positioned at an angle with the front of the car pointing to the right, all of them suggesting the car is in motion.\r\n\r\nThe next row features two of their vehicles in the center of human interaction \u2013 one with a dog and one with other humans, and a black box beneath each to frame written content. Note that the third box is uniform in that it\u2019s a black box for text, but it instead features the Kelley\u2019s Blue Book logo. A break in the pattern! Did you notice that box first?\r\n\r\n[caption id=\"attachment_4681\" align=\"aligncenter\" width=\"650\"]<img class=\"wp-image-4681\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011731\/cars.png\" alt=\"Screenshot of Chrysler's website listing their different car models.\" width=\"650\" height=\"315\" \/> Figure 3. Chrysler's website[\/caption]\r\n\r\nFigure 3 is actually the bottom of Chrysler\u2019s webpage, and the black also adds that \u201cweight\u201d to the design, drawing the viewers' eyes down to the bottom of the page, adding some insurance that they\u2019ll read the whole page. If the images in Figure 3 weren\u2019t essentially \u201calike\u201d it\u2019s likely the viewer would avoid looking that far. If you\u2019re using multiple images in your communication, take the time to make sure they\u2019re visually similar.\r\n\r\nNow let\u2019s take a look at a website that doesn\u2019t use similar images or uniform layout on its front page (Figure 4). How does the visual representation of products impact your desire to purchase a product from the company?\u00a0In Figure 4, no two images are alike, and the audience doesn\u2019t really know where to look\u2014not a very successful use of images.\r\n\r\n[caption id=\"attachment_4680\" align=\"aligncenter\" width=\"650\"]<img class=\"wp-image-4680\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011702\/car2.png\" alt=\"An overwhelming hodge podge of products from Arngren.net's website.\" width=\"650\" height=\"311\" \/> Figure 4. Arngren.net's website[\/caption]\r\n<h2>Persuasive Images<\/h2>\r\nAs a nonprofit organization,\u00a0<a href=\"https:\/\/www.unicef.org\/\" target=\"_blank\" rel=\"noopener\">UNICEF<\/a>\u00a0relies on donations to work towards their mission of ending preventable child deaths. This puts them in a unique position where their main business messages must be persuasive enough to inspire people to donate money to supporting their quest. In UNICEF's main homepage (Figure 5) the viewer is presented with a compelling image. Here you have four young children depicted as happy little kids, just as they should be. The message this image is trying to project is that donor's money put to good use and that by supporting this organization UNICEF creates results.\r\n\r\n[caption id=\"attachment_4669\" align=\"aligncenter\" width=\"650\"]<img class=\"wp-image-4669\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/07204831\/Screen-Shot-2018-06-07-at-1.47.53-PM.png\" alt=\"Four boys in yellow coats looking out the window of a blue building on Unicef's homepage. The slogan reads, &quot;for every child, a fair chance.&quot;\" width=\"650\" height=\"350\" \/> Figure 5. Unicef's homepage[\/caption]\r\n\r\nOther design elements to note are the colors on their site (Figure 5). The entire photo, with the exception of the children, the image has been digitally altered so that the building has been re-tinted blue. The altered image now aligns with the colors associated with the UNICEF brand. The brand color is then contrasted by the children's bright yellow raincoats. Not only do the yellow raincoats stand out and catch your eye, but the color <a href=\"https:\/\/en.wikipedia.org\/wiki\/Color_psychology\" target=\"_blank\" rel=\"noopener\">yellow is most associated with happiness<\/a>. The effects of color on an image can have a large impact on how a brand, or image connected to a message, is perceived by viewers.\r\n\r\nNow look at the homepage from another nonprofit organization\u2014<a href=\"http:\/\/ferndalecatshelter.org\/\" target=\"_blank\" rel=\"noopener\">Ferndale Cat Shelter website<\/a>\u00a0(Figure 6). Take a close look at the main image from their homepage and think about what underlying message the image is trying to convey and which emotions it is trying to evoke.\r\n\r\n[caption id=\"attachment_4677\" align=\"aligncenter\" width=\"651\"]<img class=\"wp-image-4677\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08002433\/Screen-Shot-2018-06-07-at-5.23.58-PM-1024x545.png\" alt=\"Screenshot of Ferndale Cat Shelter's website homepage. The title reads, &quot;Saving the World One Cat at a Time.&quot; The body text reads, &quot;The Ferndale Cat shelter is a non-profit dedicated to providing medical care, adoption services, foster homes and trap-neuter-release programs for felines in the Ferndale area and beyond. As a no-kill organization, our mission is to improve the lives of felines in the Metro Detroit community and elevate the standards of cat guardianship and adoption. We are also affiliated with Ferndale's Cafe Lounge, a cat cafe that serves as our hub for cat adoption and fostering.&quot;\" width=\"651\" height=\"347\" \/> Figure 6. Ferndale Cat Shelter's website[\/caption]\r\n\r\nIn Figure 6, you see the image of a cat looking sleepy and content against a brown blanket. Due to the darker or shadowed nature of the photo it makes the viewer struggle to connect a message to the image and can make it difficult to feel a particular\u00a0emotion towards the felines at the shelter. While you might have difficulty seeing the cat, the overall monochromatic use of brown and tan presents a stable, comfortable,\u00a0or safe space for rescued cats. With a different image or use different colors or tones to make the subject of the photo stand out this non-profit could have made a stronger visual image to project their message and persuade the audience to offer their monetary support.\r\n<h2>On Brand Images<\/h2>\r\n\u201cWhat can\u00a0brown do for you?\u201d That\u2019s the retired slogan United Parcel Service (UPS) used to show its customers that their company can solve client's shipping problems. The current slogan, \"We (heart) logistics,\" similar to the \u201cWhat brown can do for you?\u201d slogan still needs something more doesn\u2019t it? In fact, it requires visual media to support their message.\r\n\r\nOn the homepage of UPS United Sates' website (Figure 7), the top of the page is headed with their logo and that trademark UPS brown. The image they\u2019ve chosen is a clean and simple photo of two people in a \u201csmall business\u201d situation. One is reviewing the contents of a box, perhaps getting some items ready to ship. The other is at the computer, perhaps checking shipping rates right here on the UPS website. The composition of the photo is a complimentary brown, with stand-out colors in the subjects\u2019 clothing that match UPS\u2019s secondary color palette. The background of the photo suggests a small business, but it\u2019s out of focus so your attention is drawn to the two individuals and their activities.\r\n\r\n[caption id=\"attachment_4679\" align=\"aligncenter\" width=\"650\"]<img class=\"wp-image-4679\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011629\/brown.png\" alt=\"Screenshot of UPS's homepage. There is an image of a couple unpacking and looking on their laptop. The slogan on the homepage reads &quot;UPS knows Small Business. Throughout Small Business Month, check out new content to help grow your business.&quot;\" width=\"650\" height=\"311\" \/> Figure 7. UPS's homepage[\/caption]\r\n\r\nThis could be considered a successful representation of the UPS brand. The image suggests that UPS is supporting the work of a small business. The image is composed of all the right colors so it\u2019s not distracting and supports the overall brand idea. This image is saying, \u201cThis is what brown can do for you.\u201d\r\n\r\nOn the other hand, take a look at a website for a children\u2019s juice manufacturer <a href=\"https:\/\/www.pennyjuice.com\" target=\"_blank\" rel=\"noopener\">Penny Juice<\/a>\u00a0(Figure 8).\u00a0Upon first impression this homepage does not convey any clear message about its brand promise or what the company stands for:\r\n\r\n[caption id=\"attachment_4678\" align=\"aligncenter\" width=\"649\"]<img class=\"wp-image-4678\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011601\/pennyjuice.png\" alt=\"Screenshot of Penny Juice's website.\" width=\"649\" height=\"268\" \/> Figure 8. Penny Juice's website[\/caption]\r\n\r\nIn fact, the cartoon figures and garish use of colors might lead the audience to have a difficult time identifying the product. As a viewer you might have ideas or suggestions for how to convey the message of \"We sell juice for kids!\" in a more effective manner. Possibly a cartoon of a smiling child drinking a sippy cup full of juice or images of fruit would be a better hint. This current visual does not efficiently communicate brand.\r\n\r\nWhen you measure your images against the visual media standards we put in place in section one of this module, you increase the chance that your message will be effective.","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcome<\/h3>\n<ul>\n<li>Identify types of images used for business messages<\/li>\n<\/ul>\n<\/div>\n<p>When creating a message take a moment to you ask yourself, &#8220;Would including an image strengthen or support the message more than text alone?&#8221; Studies show that content that includes images get up to 94% more views than content without images. Users are 40 times more likely to share visual content on social media, and consumers are 80% more likely to read a piece of content if it contains colorful visuals.<a class=\"footnote\" title=\"Desmarais,\u00a0Ellen. &quot;Make Your Content Engagement Skyrocket.&quot; Contently. 21 Mar 2018. Web. 28 Jun 2018.\" id=\"return-footnote-4665-1\" href=\"#footnote-4665-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>In short, visual images can greatly increase the comprehensibility and understandably of a message.<\/p>\n<p>But how do you choose the right picture to match your content? We should apply the visual media standards we discussed earlier:<\/p>\n<ul>\n<li>The image should be clear and simple<\/li>\n<li>The image should have the same look and feel as the other images in the document<\/li>\n<li>The image should persuade the reader (or at least capture some feeling)<\/li>\n<li>The image should fit with your company\u2019s brand.<\/li>\n<\/ul>\n<div class=\"textbox tryit\">\n<h3>PRactice Question<\/h3>\n<p>\t<iframe id=\"assessment_practice_9bf72a8a-d7e5-4848-aedf-2706988f24cf\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/9bf72a8a-d7e5-4848-aedf-2706988f24cf?iframe_resize_id=assessment_practice_id_9bf72a8a-d7e5-4848-aedf-2706988f24cf\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<p>Let\u2019s take a look at each of these by checking out the websites of some companies you\u2019re familiar with.<\/p>\n<h2>Clear and Simple Images<\/h2>\n<p>A company that has a clear and strong visual identity is Apple. Apple is a technology company committed to bringing the best computing experiences to its customers. The clear, clean look of <a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener\">Apple&#8217;s website<\/a> conveys a message to the customer: Our technology is sleek, bold, easy to use.<\/p>\n<div id=\"attachment_4683\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4683\" class=\"wp-image-4683\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011905\/phone.png\" alt=\"Screenshot of Apple's iPhone X Website homepage.\" width=\"650\" height=\"323\" \/><\/p>\n<p id=\"caption-attachment-4683\" class=\"wp-caption-text\">Figure 1. Apple&#8217;s iPhone X website<\/p>\n<\/div>\n<p>The iPhone X promotional website screen\u00a0(Figure 1) features an eye-catching smear of colors, something that draws the viewer\u2019s attention but doesn\u2019t compete with the product itself. Imagine if the iPhone X screen featured a photo of a child, or a cute pet. Would you be looking at the product then, or the content on the phone? Clean and simple images help you convey a singular idea.<\/p>\n<p>Conversely, Figure 2 shows a website that sells new and gently used electronics. Considering this company is trying to sell multiple types of products on one platform, what type of impact factor does it have?\u00a0How would you compare the impact of this website to Figure 1?<\/p>\n<div id=\"attachment_4682\" style=\"width: 659px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4682\" class=\"wp-image-4682\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011801\/swappa.png\" alt=\"Screenshot of the Swappa website homepage. A search engine bar is near the top, while features of electronic products like iPhones, Smartphones, Video Gams, Home Tech, Laptops, and Tablets are listed near the bottom.\" width=\"649\" height=\"316\" \/><\/p>\n<p id=\"caption-attachment-4682\" class=\"wp-caption-text\">Figure 2. Swappa&#8217;s website<\/p>\n<\/div>\n<h2>Uniform Images<\/h2>\n<p>Chrysler is an automobile maker founded on the principle of \u201cdesign with purpose,\u201d and their mission is to build cars people will enjoy driving and want to buy again. Figure 3 shows a screenshot of the <a href=\"https:\/\/www.chrysler.com\/\" target=\"_blank\" rel=\"noopener\">homepage of Chrysler&#8217;s website<\/a>; here\u00a0the company is using the layout and composition of the images to showcase a wide selection of items to explore here\u2014all while doing it in a way that\u2019s interesting to the eye. In the top row we have three of their top-selling vehicles, shown in a uniform format: all shot in the light of the afternoon from about the same distance, all of them positioned at an angle with the front of the car pointing to the right, all of them suggesting the car is in motion.<\/p>\n<p>The next row features two of their vehicles in the center of human interaction \u2013 one with a dog and one with other humans, and a black box beneath each to frame written content. Note that the third box is uniform in that it\u2019s a black box for text, but it instead features the Kelley\u2019s Blue Book logo. A break in the pattern! Did you notice that box first?<\/p>\n<div id=\"attachment_4681\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4681\" class=\"wp-image-4681\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011731\/cars.png\" alt=\"Screenshot of Chrysler's website listing their different car models.\" width=\"650\" height=\"315\" \/><\/p>\n<p id=\"caption-attachment-4681\" class=\"wp-caption-text\">Figure 3. Chrysler&#8217;s website<\/p>\n<\/div>\n<p>Figure 3 is actually the bottom of Chrysler\u2019s webpage, and the black also adds that \u201cweight\u201d to the design, drawing the viewers&#8217; eyes down to the bottom of the page, adding some insurance that they\u2019ll read the whole page. If the images in Figure 3 weren\u2019t essentially \u201calike\u201d it\u2019s likely the viewer would avoid looking that far. If you\u2019re using multiple images in your communication, take the time to make sure they\u2019re visually similar.<\/p>\n<p>Now let\u2019s take a look at a website that doesn\u2019t use similar images or uniform layout on its front page (Figure 4). How does the visual representation of products impact your desire to purchase a product from the company?\u00a0In Figure 4, no two images are alike, and the audience doesn\u2019t really know where to look\u2014not a very successful use of images.<\/p>\n<div id=\"attachment_4680\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4680\" class=\"wp-image-4680\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011702\/car2.png\" alt=\"An overwhelming hodge podge of products from Arngren.net's website.\" width=\"650\" height=\"311\" \/><\/p>\n<p id=\"caption-attachment-4680\" class=\"wp-caption-text\">Figure 4. Arngren.net&#8217;s website<\/p>\n<\/div>\n<h2>Persuasive Images<\/h2>\n<p>As a nonprofit organization,\u00a0<a href=\"https:\/\/www.unicef.org\/\" target=\"_blank\" rel=\"noopener\">UNICEF<\/a>\u00a0relies on donations to work towards their mission of ending preventable child deaths. This puts them in a unique position where their main business messages must be persuasive enough to inspire people to donate money to supporting their quest. In UNICEF&#8217;s main homepage (Figure 5) the viewer is presented with a compelling image. Here you have four young children depicted as happy little kids, just as they should be. The message this image is trying to project is that donor&#8217;s money put to good use and that by supporting this organization UNICEF creates results.<\/p>\n<div id=\"attachment_4669\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4669\" class=\"wp-image-4669\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/07204831\/Screen-Shot-2018-06-07-at-1.47.53-PM.png\" alt=\"Four boys in yellow coats looking out the window of a blue building on Unicef's homepage. The slogan reads, &quot;for every child, a fair chance.&quot;\" width=\"650\" height=\"350\" \/><\/p>\n<p id=\"caption-attachment-4669\" class=\"wp-caption-text\">Figure 5. Unicef&#8217;s homepage<\/p>\n<\/div>\n<p>Other design elements to note are the colors on their site (Figure 5). The entire photo, with the exception of the children, the image has been digitally altered so that the building has been re-tinted blue. The altered image now aligns with the colors associated with the UNICEF brand. The brand color is then contrasted by the children&#8217;s bright yellow raincoats. Not only do the yellow raincoats stand out and catch your eye, but the color <a href=\"https:\/\/en.wikipedia.org\/wiki\/Color_psychology\" target=\"_blank\" rel=\"noopener\">yellow is most associated with happiness<\/a>. The effects of color on an image can have a large impact on how a brand, or image connected to a message, is perceived by viewers.<\/p>\n<p>Now look at the homepage from another nonprofit organization\u2014<a href=\"http:\/\/ferndalecatshelter.org\/\" target=\"_blank\" rel=\"noopener\">Ferndale Cat Shelter website<\/a>\u00a0(Figure 6). Take a close look at the main image from their homepage and think about what underlying message the image is trying to convey and which emotions it is trying to evoke.<\/p>\n<div id=\"attachment_4677\" style=\"width: 661px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4677\" class=\"wp-image-4677\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08002433\/Screen-Shot-2018-06-07-at-5.23.58-PM-1024x545.png\" alt=\"Screenshot of Ferndale Cat Shelter's website homepage. The title reads, &quot;Saving the World One Cat at a Time.&quot; The body text reads, &quot;The Ferndale Cat shelter is a non-profit dedicated to providing medical care, adoption services, foster homes and trap-neuter-release programs for felines in the Ferndale area and beyond. As a no-kill organization, our mission is to improve the lives of felines in the Metro Detroit community and elevate the standards of cat guardianship and adoption. We are also affiliated with Ferndale's Cafe Lounge, a cat cafe that serves as our hub for cat adoption and fostering.&quot;\" width=\"651\" height=\"347\" \/><\/p>\n<p id=\"caption-attachment-4677\" class=\"wp-caption-text\">Figure 6. Ferndale Cat Shelter&#8217;s website<\/p>\n<\/div>\n<p>In Figure 6, you see the image of a cat looking sleepy and content against a brown blanket. Due to the darker or shadowed nature of the photo it makes the viewer struggle to connect a message to the image and can make it difficult to feel a particular\u00a0emotion towards the felines at the shelter. While you might have difficulty seeing the cat, the overall monochromatic use of brown and tan presents a stable, comfortable,\u00a0or safe space for rescued cats. With a different image or use different colors or tones to make the subject of the photo stand out this non-profit could have made a stronger visual image to project their message and persuade the audience to offer their monetary support.<\/p>\n<h2>On Brand Images<\/h2>\n<p>\u201cWhat can\u00a0brown do for you?\u201d That\u2019s the retired slogan United Parcel Service (UPS) used to show its customers that their company can solve client&#8217;s shipping problems. The current slogan, &#8220;We (heart) logistics,&#8221; similar to the \u201cWhat brown can do for you?\u201d slogan still needs something more doesn\u2019t it? In fact, it requires visual media to support their message.<\/p>\n<p>On the homepage of UPS United Sates&#8217; website (Figure 7), the top of the page is headed with their logo and that trademark UPS brown. The image they\u2019ve chosen is a clean and simple photo of two people in a \u201csmall business\u201d situation. One is reviewing the contents of a box, perhaps getting some items ready to ship. The other is at the computer, perhaps checking shipping rates right here on the UPS website. The composition of the photo is a complimentary brown, with stand-out colors in the subjects\u2019 clothing that match UPS\u2019s secondary color palette. The background of the photo suggests a small business, but it\u2019s out of focus so your attention is drawn to the two individuals and their activities.<\/p>\n<div id=\"attachment_4679\" style=\"width: 660px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4679\" class=\"wp-image-4679\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011629\/brown.png\" alt=\"Screenshot of UPS's homepage. There is an image of a couple unpacking and looking on their laptop. The slogan on the homepage reads &quot;UPS knows Small Business. Throughout Small Business Month, check out new content to help grow your business.&quot;\" width=\"650\" height=\"311\" \/><\/p>\n<p id=\"caption-attachment-4679\" class=\"wp-caption-text\">Figure 7. UPS&#8217;s homepage<\/p>\n<\/div>\n<p>This could be considered a successful representation of the UPS brand. The image suggests that UPS is supporting the work of a small business. The image is composed of all the right colors so it\u2019s not distracting and supports the overall brand idea. This image is saying, \u201cThis is what brown can do for you.\u201d<\/p>\n<p>On the other hand, take a look at a website for a children\u2019s juice manufacturer <a href=\"https:\/\/www.pennyjuice.com\" target=\"_blank\" rel=\"noopener\">Penny Juice<\/a>\u00a0(Figure 8).\u00a0Upon first impression this homepage does not convey any clear message about its brand promise or what the company stands for:<\/p>\n<div id=\"attachment_4678\" style=\"width: 659px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4678\" class=\"wp-image-4678\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08011601\/pennyjuice.png\" alt=\"Screenshot of Penny Juice's website.\" width=\"649\" height=\"268\" \/><\/p>\n<p id=\"caption-attachment-4678\" class=\"wp-caption-text\">Figure 8. Penny Juice&#8217;s website<\/p>\n<\/div>\n<p>In fact, the cartoon figures and garish use of colors might lead the audience to have a difficult time identifying the product. As a viewer you might have ideas or suggestions for how to convey the message of &#8220;We sell juice for kids!&#8221; in a more effective manner. Possibly a cartoon of a smiling child drinking a sippy cup full of juice or images of fruit would be a better hint. This current visual does not efficiently communicate brand.<\/p>\n<p>When you measure your images against the visual media standards we put in place in section one of this module, you increase the chance that your message will be effective.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4665\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Images Overview. <strong>Authored by<\/strong>: Freedom Learning Group. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Apple iPhone X. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Swappa home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Fiat Chrysler home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Arngen.net home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot UNICEF home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Ferndale Cat Shelter home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot United Parcel Service home page. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Penny Juice website. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-4665-1\">Desmarais,\u00a0Ellen. \"<a href=\"https:\/\/contently.com\/2016\/03\/21\/images-content-engagement-skyrocket\/\" target=\"_blank\" rel=\"noopener\">Make Your Content Engagement Skyrocket<\/a>.\" <em>Contently<\/em>. 21 Mar 2018. Web. 28 Jun 2018. <a href=\"#return-footnote-4665-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":62559,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Images Overview\",\"author\":\"Freedom Learning Group\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Apple iPhone X\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Swappa home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Fiat Chrysler home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Arngen.net home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot UNICEF home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Ferndale Cat Shelter home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot United Parcel Service home page\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Screenshot Penny Juice website\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"5f47a9c1-1fb4-4dc8-8fcc-73c435d35ef4, 78114447-e373-4cae-90de-363146b49cc5","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-4665","chapter","type-chapter","status-publish","hentry"],"part":876,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapters\/4665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/wp\/v2\/users\/62559"}],"version-history":[{"count":20,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapters\/4665\/revisions"}],"predecessor-version":[{"id":8155,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapters\/4665\/revisions\/8155"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/parts\/876"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapters\/4665\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/wp\/v2\/media?parent=4665"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/pressbooks\/v2\/chapter-type?post=4665"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/wp\/v2\/contributor?post=4665"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-businesscommunicationmgrs\/wp-json\/wp\/v2\/license?post=4665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}