VOL. IV · CH. 4.5 · VISUAL DESIGN
Illustration & Photography
The imagery style a product chooses says as much about its personality as any words on the page.
1 min read · 210 words
4.5.1Definition
Illustration and photography are the two primary imagery approaches products use to add visual interest, explain concepts, or humanize otherwise abstract content — custom illustration for a distinctive, ownable style; photography for authenticity and realism.
4.5.2When to Use Each
| Illustration fits when… | Photography fits when… |
|---|---|
| Explaining abstract concepts (empty states, onboarding) | Authenticity and realism matter (testimonials, real products) |
| A distinctive, ownable brand style is a priority | Showing an actual physical product or space |
| Content needs to work across many contexts flexibly | Trust and human connection are the goal |
4.5.3Common Mistakes
- Generic stock photography that visitors recognize from countless other sites, undermining rather than building authenticity.
- Inconsistent illustration style mixing multiple visual treatments across a product, breaking the sense of one coherent brand.
- Decorative imagery with no communicative purpose, adding load time and visual noise without aiding comprehension.
4.5.4Best Practices
- Commission or select imagery that's specific to the actual product/team rather than generic stock wherever budget allows.
- Maintain one consistent illustration style guide (line weight, color palette, character proportions) if illustration is used at all.
Real-World ExampleSlack's onboarding illustrations use one consistent, distinctive style throughout the product specifically so the imagery itself becomes a recognizable part of the brand, rather than interchangeable stock-style filler.