You may wonder when you should use different visual elements for your compositions. How do you decide when to use an icon, an illustration, or a photo? Each serves a different purpose.
When do I use icons?
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Alongside illustrations or photos or by themselves
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To anchor small bits of information or to represent a simplified subject matter
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To highlight a specific piece of content within a composition
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To draw attention to a single idea
When do I use illustrations?
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To capture abstract ideas
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To add personality or fun to a message or asset
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To illustrate multiple concepts that can not be conveyed through single icons
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For events and campaigns (i.e. EG Spirit Week, New Campus Openings, Lunar New Year Celebration)
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For general EG topics (i.e. platform, transformation, tech initiatives)
Global Offices
Illustrations and icons that are location-specific may be developed to create a distinctive brand expression.
When do I use photography?
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To convey messages that are more emotive
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To emphasize human connection or highlight stories about people
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For content regarding employees, benefits, People Team, etc.
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For brand and travel narratives
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To highlight specific individuals, cultures, and regions
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To create a sense of atmosphere and immersion
Mistakes to Avoid
