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Find the Right Imagery for Social Media Branding

by Noelle Federico  |  
April 17, 2014
  |  4,981 views

Many famous brands use imagery to capture the essence of their products or service, even more so than their written content. For example, you've probably watched a television ad and figured out the brand behind the ad before you even saw a logo or any other identifying product.

Brands focus on quality images that evoke emotional responses, and use them consistently across multiple channels. One of those channels is social media, which provides brands an opportunity to use images to build brand loyalty and promote sharing.

Selecting the right images for social media requires some serious thought. Brands that skimp on the quality of their images risk lowering their brand's appeal.

Avoid bad editing and blurry photos

Consider the Facebook page of Skittles candy. It features a picture of a pig riding in a hot air balloon, with a city background. Although the imagery does reflect the eccentric Skittles branding campaigns, it is poorly executed. The pig in the image has been Photoshopped into the picture, and parts of the images are blurry.


These types of contrived photos might be funny and appropriate for some settings, but they often don't evoke an emotional response with the brand. People are more attracted to photos that represent something real (unless it's a clever trick-of-the-mind type of image) because they can emotionally connect.

In the profile picture for Skittles, half of the bag of candy is not shown, so that in all of the company's posts the full brand name does not appear. Either the entire bag or at least the brand name should appear completely in the profile picture so consumers always see the name for brand reinforcement via repetition.


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Noelle Federico is the business manager and CFO of Dreamstime LLC, a provider of stock images and stock footage.

LinkedIn: Noelle Federico

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  • by Chuck Kent Thu Apr 17, 2014 via web

    You make some good points, but overall I think the premise of the article.. that is "Find images"... speaks to a great creative weakness in content and social media marketing. Great visual concepts are developed, not found... they are bespoke creations, whether realized via an investment in original photography or illustration (thank you for including that) or through a strategically sound juxtaposition of "found" art with brand image and message. More than anything, as you rightly encourage, we need to invest the conceptual thinking time, realizing that images need to be an integral part of the messaging, not a decorative add-on.

  • by Kimmy Burgess Fri May 2, 2014 via web

    Making Social media more attractive is the best marketing technique. One should always select a perfect image for a perfect page.It should go together.This enhances visibility and attract more business.

  • by Lani Kirwan Wed May 7, 2014 via web

    It has been a theme lately, that brands are using humor as an excuse for poorly executed presentation. Skittles, like you pointed out, is a serious offender of this. Sloppy presentation, in any forum, is a reflection of the brand's image. The old cliche, "Dress for the job you want. Not the job you have," comes to mind. If you are showing a rumpled image to the public, this is how the public will view all facets of the brand. To me, not having a properly formatted profile picture, especially for a brand, is lazy and careless. With a little effort, Skittles has the potential to have an awesome Facebook page. They already have the brand recognition and the followership on Facebook!

  • by Kimmy Burgess Wed May 14, 2014 via web

    You can take inspiration from images, but it is best if you develop your brand's image. The image represents your brand. Imagination and picturing your brand's concept would be a good idea. Also, interface is a very important factor in getting more and more visitors.

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