Photography in UX is often underestimated when it comes to web/mobile design. Yet, it is another brilliant form of captivating and engaging users.

Recently, photography has played a more significant role on the internet, furthering web design as a visual medium. Minimal and bold coloured studio photography advances into 2018 as a timeless technique, particularly as HD screens become more affordable.


minimal photography
Behance – Creative Studio Akatre


UX focused approach to photography

As UXer’s we should be looking at photography as a powerful tool to help communicate and differentiate a product or service from competitors – vision is the greatest human sense and is the quickest way to grab users’ attention.

To do this, we need to first understand the distinctions between photography and UX Design. Photography is subjective whereas UX Design is focused on the needs of others (not yourself).

Tip: When it comes to the web it is crucial to understand photography is self-focused, while the design is outward-focused.

Does the minimal photography trend really share the correct brand message? I want to share with you how to follow the latest trends of photography but with the user at the forefront of your mind.


Eye-Catching Hero Images

Full-width hero images have been trending for a while now due to the value of creating an immersive experience straight away. You have 7 seconds to grab a customers attention as they enter your website. In that time they should be able to figure out what the website is about or alternatively curious to find out more.

Tip: Choose high-quality visuals that stimulate the imagination. A study by Dr Jakob Nielsen suggests that “irrelevant, unnatural and low-quality images don’t contribute to making your message clear and attractive, as users regularly ignore them”




Images that complement your text

Use predictive visuals to enrich the user experience. The images you use should help customers thoroughly understand what you are communicating and help reinforce your ideas.

Tip: Content with relevant images gets 94% more views than content without relevant images.


Leo Natsume – Nike Free Design


Iconic point of focus

It is important that a clear concept is communicated to the user in a significant way. Colour and composition is a great way to give visuals a definite focus.

Tip: The most influential images consist of a few significant elements, with minimal distractions.


Pressure – Magdiel Lopez



Visual storytelling helps to clarify the mood and instantly brings the image to life– 46% of marketers say photography is critical to their marketing strategy. If you fail to create a story you also lose the tone, stigma and connection with the users.





I can only advise you take some time to think about what your pictures should say to your customers. What style best promotes your brand? What is the demographic? Will colour palette help propel a bold message? What photographer has the aesthetics you need? Choose your style before you start, this will empower you to create a cohesive look through the whole website.


Bottom line

Pictures are faster than words. When selecting images or collaborating with a photographer, ask yourself the following questions:

1. What are the benefits of using the particular image?
2. Does it help the user understand the message you’re trying to communicate?
3. Does it showcase your product or service well?
4. Does it add value?
5. What impact will this have on the campaign?

Design trends keep on changing with time but provided an excellent user experience remains the same. The photography should be high-quality, interesting and work in conjunction with your content.

I cannot put emphasis on this enough –your photography maybe stunning in your eyes, however, if this does not engage the user it is completely pointless, we need that human connection. For this, you need to remember the following ideas:

1. Avoid irrelevant and non-realistic shots unless the messaging supports this clearly (stock images).
2. Use one or two large impressive pictures instead of lots of little ones
3. High-quality only!
4. Choose images that stimulate the user and instil a memory
5. Choose strong images that compliment your story.

I hope this post helps you generate the best content for your brand. Feel free to share your ideas for some feedback and I would love to share your work on our social channels.