The right imagery can capture attention, evoke emotion, and create an immersive visual experience. By using powerful visuals, users are more likely to act and engage with the content. Photography can also help to create a connection with the user, convey a sense of trust and reliability, and drive conversions and engagement.
Using both photos and illustrations in our products can enhance the experience, and to ensure we choose which one to use correctly and consistently, bear in mind the purpose and the effect we’re trying to achieve. Check out this guide to help you make the right decision.
Photos and film are used to highlight features, showcase products, and put a spotlight on the overall user experience. When determining what type of visuals to include in a page, there are several considerations to keep in mind.
All Driveway imagery should support and enhance our overall design, brand identity, and most importantly, the user experience.
Our photography reflects real life: the diversity, joy and humanness of real moments.
We look for people with personality and presence whose experiences or perspectives add to our brand story. We need to reflect our consumer in our images and celebrate the beauty of diversity. Wider perspectives mean richer and more relatable stories.
Our photography allows action to emerge naturally rather than feeling scripted. Whenever possible, use images that reflect the mood and experiences; encourage real emotions and spontaneous moments.
Settings should have character and depict spaces that everyday people live, work, travel to, and enjoy within their communities. They don’t necessarily have to read as “gritty” or “dirty”, but they shouldn't be overly modern, pristine, or manicured.
Within all narrative moments, focus on showcasing vehicles clearly to enhance the photograph's commercial value and storytelling. While certain shots may lean more narrative heavy, conveying the story while also featuring product at the same time is the ideal combination we are looking for.
Photos of cars should be depicted in a variety of real-world environments with a spontaneous-appearing aesthetic. Lighting and editing should be natural and not stylized. The background should be harmonious with the Driveway brand color palette whenever possible.
