Introduction
When communicating high-level brand messaging, the use of brand imagery can provide a sense of expressiveness, inspiration, or intrigue. This imagery is not focused on a specific product or solution, rather they are more abstract and dynamic.
Textures
Close-up, abstract photography can be used as a textural element in your designs. Close-up shots of elements typically found on a jobsite or farm can be used to provide an abstract design element that is contextual to the product or application being promoted. They can also be used as a generic brand element as well.
Like all our photography, we want to make sure we add our own style in order to create something that is ownable. To achieve this, textures should not be used by themselves, but rather used in conjunction with other brand imagery elements such as those outlined below.
Image selection
Use photos that are cropped in tightly around the textural element.
Don’t use wide-angle photos that show other objects
Image processing
Apply a black and white or duotone filter on the photo
Don’t use a stock photo “as-is” without any processing
Gradients
The use of gradients can be used to create a more dynamic composition. Rather than a flat background, gradients can add more visual interest to your design. These gradients have been pre-designed for quick use.
16-bit vs. 8-bit
When using gradients, it’s important to make sure that your file is created in a 16-bit format. This setting will expand the amount of color values the file supports and will reduce the amount of banding in your gradient.
Use 16-bit
Don’t use 8-bit
PNG vs. JPG
When exporting a design where a gradient is prominently used, it’s preferred to export as a PNG since the JPG file type does not support 16-bit.
Export using PNG
Don’t export using JPG or GIF
If it is not possible to use PNG due to a file type or size limitation, you can try adding a little noise or overlaying a texture to your gradient to reduce any obvious banding.
JPG export with noise
JPG export without noise
Patterns
Using a pattern is a great way to add a dynamic visual element that represents a specific industry or application. While these are not meant to be a literal visual representation of a product or solution like a photo technology overlay would (see more about technology overlays here), patterns are thin, line-art drawings that simply provide context and visual interest.
When using a pattern, you should always make sure that it does not distract the reader from the key content such as text or an image. For best results, your pattern should start at the opposite corner of your key content and seamlessly fade into the background.
Fade
Use an image mask to seamlessly fade the pattern into the background
Don’t fully cover your artboard with a pattern
Contrast
Use patterns as a subtle background element
Don’t use colors that will draw too much attention to the pattern