Most of the information transmitted through our senses to our brain is visual. Our brain processes images far more quickly than written material without any notable effort, and also remembers these more clearly. In the midst of our increasingly complex world and its overwhelming barrage of stimuli, images are like “quick shots to the brain.”
However, the same is also true: If the content of the image isn’t interesting, or the quality is poor, the odds are far lower that people will notice this information at all. This isn’t even remotely surprising when considering the consensus among scholars today: The success of products on the market depends greatly on the brand’s visual profile and its visual communication.
This site describes how we can put these findings to good use – by professionally designing pictures and utilizing them in line with our brand identity. We want to inspire you and help you translate our brand attributes into codes that ensure the implicit impact of our images.
From photographic stylistic devices and the presentation of our brand identity to valuable scientific insights: The following pages present several tips and tools to boost the efficiency of our communication using images – in order to bring our brand promise, “Life is for sharing.”, to life time and again.
Images: Lovely accessories or a driving force?
Our Golden 4
Strengthen your brand
Interview with Astrid Grosser, photographer
Written by Hendrik Bruning, Creative Director at MetaDesign
Magenta is Telekom’s most striking visual element, but it’s not enough to bring people together. Authentic, believable images that tell stories about people – and what connects them – do this very well.
Images have always been a main element of brand communication. Today, they are more important than ever – because we have changed the ways in which we communicate.
For many years, every last detail of the visual aspects of brand communication was subject to brand design rules: from the position and size of the logo to the typography, colors, and imagery. This is how we ensured continuity and a clearly recognizable brand design. This was possible because the dominant channels more or less protected exclusivity. It was possible to plan and create advertisements, posters, and TV commercials that were absolutely perfect – and it still is today. They resemble a protected space for speaking to target audiences, a space that the customer had all to itself.
For some time now, digital channels have become one of the most significant factors affecting communication for major brands. There’s a lot of competition to get the target audiences’ attention on social media platforms, as this content has to face off directly against other content completely unrelated to the brand. These channels are full of images for this reason – people have short attention spans, and spend little time looking at each post. Content is usually conveyed visually, and everything else blends into the background. People no longer identify with the brand through the brand design in this context, but through the stories that the brands tell with their visuals.
Imagery and stories that are characteristic of the brand are becoming increasingly important. But how are they created? It’s a major advantage to keep image concepts as open and flexible as possible. Only a few very strong, independent constants should shape how the brand expresses itself at this level. If this is the case, it’s possible to create imagery covering all different types of themes, target audiences, and channels. This makes the imagery more versatile, and the image pool becomes a creative tool. An especially important aspect for international brands: It’s much easier to explain and implement this type of concept. Its flexibility makes it much more adaptable to respond to different regional requirements and target audiences, for example.
This is how images make it possible to create a consistent overall identity for the brand, even across national borders – an essential prerequisite for effective brand communication.
Written by Dr. Christian Scheier, neuropsychologist
Best-practice use of our images
5.000 special moments