In the past couple of months I had to take a look at K2M Creative Media’s website. After launching Phase I of the new site a few months ago, it was time to assess the images. Although I liked the original imagery, I was becoming less satisfied with the stock image choices on the site.
Over the past years I have been both in charge of and part of selecting images for countless client projects. It has always been an acknowledged time-consuming but crucial component of creating materials and expressing the brand for a client. Occasionally, the image is so central to the message and so impossible to find in stock resources that we have created our own art for the project.
I realized again in accomplishing this task for my own business how important images are to marketing materials and how difficult it can sometimes be to see the forest for the trees. It took what felt like forever to choose images I love for our website. The process began over two months ago when I first started image shopping. I had to engage some help in order to narrow the field! The easy online accessibility of images and the huge volume of them made it even more difficult somehow—there were so many choices….an endless menu of possibilities, each one offering up a different message to clients about our company.
Trying to express such a personal thing as one’s own website through images was a great exercise. I have always thought that a professional of any kind ought to experience his/her own business from the client’s perspective once in a while. It’s analogous to every doctor needing to be a patient in order to understand the experience.
I am so glad I recently worked on reimagining our site. It reminded me how important it is to choose images well, and how difficult the process can be—especially for oneself.
I hope you enjoy our choices and feel as inspired by them as I do.