Consider the hero image as your website’s storefront or in brick-and-mortar terms that gorgeous display that greets your customers upon entering your shop. When a visitor loads a website, the hero image is one of the main, if not the first, visual element that greets them. If you already know all this, feel free to skip the next paragraph for the suggestions.
Let’s chat about how hero images play an important part in the design of any brand’s website. The term ‘image’ is actually not limited to 2-D elements as it can include illustrations, videos, or graphics. Additionally, there is no strict size requisite. It is in the top section of your website and, depending on the design strategy, it might take up the whole first section. I found a range of resources going into what constitutes a hero image from various designers and marketers. If you’re interested in going more in depth, Design4Users and 99 Designs give clear explanations.
We’re going to take a slightly different tack on hero image selection because we are looking to maximize what you’ve already got. So, first: Determine the clarity of your product, service, or both if applicable and your available resources first. By clarity, we’re considering whether the product or service can be understood within minutes, if not seconds, upon view with little to no context given. By available resources, we’re including not just money, but also the availability of team support or your own bandwidth if you’re running things solo. The first part of this assessment will help us determine what approach to take and the latter part will inform how to take it. Alongside all this, consider your intended first layer customers, i.e. those who (will) find your product or service essential. They are for whom the hero image is set up.
Strong visuals. A set of crisp photos or a lovely video is often the most direct way to set some expectations of a brand. It is a worthwhile investment if your budget allows as they become brand assets. High resolution is key here, regardless what medium you choose. A brief list of resources:
- Stock photos. From free to paid, there are really decent options for high quality stock photos, such as Unsplash (free with paid options) and Dreamstime (paid with some free options).
- DIY photo shoot. Many of us have smartphones with cameras that can snap photos at really decent resolutions. While you may not need a professional camera setup, a grasp of camera (or phone) angles as well as lighting are important in helping you capture your product or service in the best way.
- Professional photo or video shoot. This is the pricier option, but it makes for a worthwhile investment as mentioned.
- Graphic design. Similarly, you can hire a professional to create something custom. Head to online marketplaces like Etsy and Envato for graphic art options or sites like Tasty Minty for stock illustrations.
- AI-Generated. AI tools have become the go-to for content like illustrations as they create good-to-great renderings. Among the growing list of tools, OpenArt and Picsart allow you to try before you buy.
OR
Strong message via word-as-art. Perhaps, great photos or videos aren’t within your budget right now. The idiom of a picture’s impact over words is most true when the picture is actually good, which means focused well and in high resolution. If you can’t get a good quality image, whether photo, video, or illustration, consider going with a stylized message. This might be a product slogan or your brand ethos.
- DIY design tools. Canva is a really solid option for putting together graphic designs and that includes text art.
- Stock illustrations. Though already listed, this option diverges when the emphasis is on text.
Your options are not limited to the conventional medium of photos when it comes to hero images. Amazing photos are, well, amazing. However, they may not convey your product, service, or even brand with the same clarity as a poignant phrase or crisp blurb.
Note: I will be using the terms ‘brand’ and ‘business’ interchangeably on this blog post. In this era, every business has a brand whether or not it is intentional, given how interconnected the world has become and how much information is readily available to everyone. [Back top.]