When discussing website design with clients, one of my first questions is always, What websites do you like? I want to get a feel if you like an image based website or a graphic based website.
The website doesn’t necessarily need to be in your own industry, but it can be in general. Sometimes we can get more inspired when we look at things OUTSIDE of our industry.
The answer to this question helps me understand a lot more about the design you are looking for, sometimes more than you even realize!
This simple question can guide me in the right website design direction.
How? For starters, it helps me understand color combinations, whether they are looking for a “clean” look with whitespace, or a more detailed “busy” look. Finally, it helps me understand if they are looking for a website that is graphic based (bold colors, icons & unique typography) vs. an image based website (stock photos or custom photography) to tell their story.
Either type of website can be right for your business.
When you are starting the design process for your company website, there are some things you should consider.
Here are 3 questions to ask before designing an image based website or graphic-based website
- What type of business do you have?
- Is it easily conveyed with stock photography? For example, do you provide business consulting? Images like that can be readily available for purchase and help tell what you do (1 on 1 meetings, vs. speaking engagements, vs. board room meetings.
- Is it easily conveyed with custom photography? For example, do you sell products like jewelry, home goods, or a tool? Something that you need a photographer to take a photo of both as a product shot but also in action.
- Is it difficult to convey with photography of any kind? Are you a service business providing IT help? Or perhaps you have a Medical or Scientific research company that doesn’t easily translate to imagery.
- What is your budget? Do you have money set aside for stock photography or for a photographer to take custom images for you?
- Look around the Internet at different websites. What websites do you like? Are they using actual photography or text and icons? Are they in your industry? Perhaps they are using a mix of both, some imagery and some iconography/typography.
Once you have your answers to these 3 questions, you’ll have an idea about what direction you are looking to go in – more photography-based vs. more graphical-based. That will help you realize a realistic budget for your website and help you narrow down how you’ll write your content and tell the story of your business.
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Frequently Asked Questions
How do I know if an image based website is right for my business?
Ask yourself if your business offering can be easily shown through photography. For example, if you sell physical products like jewelry, tools, or home goods, an image based website is likely a strong choice. Even service-based businesses—like consulting or coaching—can benefit from image-driven storytelling using high-quality stock photography.
What are the benefits of an image based website?
An image based website can create an emotional connection with users, increase engagement, and make your brand feel more personal and relatable. High-quality images also help establish trust and professionalism, especially when custom photography is used to showcase real people, products, or services.
What’s the difference between an image based website and a graphic based website?
An image based website focuses on using real photography—either stock or custom—to tell your story. A graphic based website, on the other hand, uses design elements like icons, illustrations, bold colors, and typography to create visual interest. Some businesses even use a combination of both approaches.
Do I need custom photography for an image based website?
Not necessarily. While custom photography can elevate the look and feel of an image based website, high-quality stock photos can also be effective. The decision depends on your brand, your message, and your budget.
Can I mix image based and graphic based design elements on my website?
Yes! Many modern websites use a hybrid approach, combining imagery with bold typography or icons. This can add depth to your site and help highlight different types of content. If you’re unsure, reviewing websites you like can help you determine the right balance for your business.
