Whether you’re a photographer or a brand, everyone is always looking for unique content that can stand out and cut through the noise. But what qualities actually make an image unique? How can you reliably pick out visuals that will stop the perpetual scrolling?
There are several visual features you can look out for when assessing your image choices to better objectively gauge whether one image is better than another.
So stick with us as we go through six visual features and techniques that you can look out for when choosing content to maximise the chance of engaging your audience.
1. Colour
Colour is typically the first thing people notice about any visual. Over the years, we’ve developed a strong connection with colour. There are some powerful emotions attached to them that can be used to your advantage.
But it’s also something we’ve become a bit lazy about. Oftentimes, we default to brightly lit scenes and accessible colour palettes. And while that is the safe option, the image would end up getting lost amongst all the other images doing the same thing.
Some people are now going against the grain with darker colour palettes, more obscure colour combinations, or simply employing lesser-used colours like deep purples. And many have gone full circle and are producing images in black and white only.
Colour is often the first thing we notice about any image.
There’s not much to this image by Piotr Pyczek. The subject is centrally composed with just a touch of layering. It’s extremely minimal which is doing much of the attention grabbing, but the colour gradient also plays a massive role in helping this image stand out.
Colour is relative though. This wouldn’t stand out in a sea of images with a similar palette.
2. Contrast
Contrast is probably the second thing people notice but perhaps the most important. After all, an image without contrast is a just a blank piece of paper; it would be completely monochrome. Even muted images have a little bit of contrast.
This doesn’t just apply to the relationship between light and dark though. While the chiaroscuro school of contrast is a reliable way of stopping people in their tracks, there are other ways to create contrast that can pique interest.
You can find contrast between subject matters too. Like this image in Hong Kong illustrating the juxtaposition between the serene garden in the foreground contrasting with the skyscrapers in the background.
Good use of contrast isn't just about light and dark. Juxtaposition between subject matter can also have a show-stopping effect.
It’s made even more striking due to their imposing position in the frame where the traditional dominates the foreground while the modern looms in the background.
Contrast can also be found between the edges of a subject. The blurred lines of this London bus cut against the sharp edges of Big Ben to create interesting layering between the two. This is accentuated further as the House of Parliament fades into the background.
Lines are everything is visuals. They form the very subject we seek to depict. The layering of sharp lines and soft lines here leaves a unique impression.
Or how about contrast between textures. The raindrops here obfuscate most of the image but smooth textures poke through two steaks giving us a tantalising glimpse into this shop.
There are many other visual features where you can find contrast such as in scale, angles, and composition. Don’t forget though, you’re also looking to create contrast between your image choices and everyone else’s too. Images with creative use of perspective are also a great way to catch an eye.
This image by Vladyslav Starozhylov manages to capture many points of interest in one go. You’ve got contrast between the diminutive woman and the big waves, the white and red popping against the black, the aerial perspective as well as the rough texture of the sea against the smooth black sand.
3. Texture
Perhaps the most underrated of all visual qualities, texture is the alluring visual quality artists have been chasing for centuries.
You might think texture can only really be appreciated on an oil painting where the thick smears belie the strokes that made them.
But texture can also describe the underlying characteristics of an image – it could be coarse and hectic or smooth and serene. You can even add texture in post-production with some artificial film grain if the design calls for it.
This striking image by Ami Vitale shows Maoists with Communist flags during a cultural program. There are a few things at play here that make the image stand out, especially the bold splash of colour. But texture is at play here too.
It’s made clear when I turn the image into black and white. It barely loses any of its impact because the smooth textures of the flags that flank the subject still direct our eyes towards the centre where all the detail is.
4. Scale
Scale is something that designers have been playing with for a long time and it can often have a big impact.
Accentuating scale is simply a case of placing something very big next to something very small as context is needed to convey scale. Brands have been doing it quite a lot recently to portray themselves as big and reliable – oftentimes by making their brand logo much larger than any visual elements on the page.
Scale in imagery works in the same way. And when done well, it can stand out amongst the noise.
Use of scale is quite versatile in the connotations it can conjure. Here it enhances the feeling of tranquility.
This sunrise scene on the Ganges by Mukul Mathur uses scale to make this more than just a fishing scene. Our subjects are made small against the great river. But they’re also made small against connotations of sunrise which can often feel big and hopeful, as if our fishermen have a big day of opportunities ahead of them.
So next time you’re scouting for imagery, don’t forget to consider scale as it’s effective in communicating a range of emotions.
5. Perspective
Perspective might seem like a simple concept, but the results can be remarkable. The angle an image is taken from can really transform it.
Whether the image sits down low to mimic the view of an ant or soars high up like a bird, creative use of perspective offers viewers a different way of seeing something they’ve already seen a thousand times before.
The perspective of this image by Ismael Juan is particularly interesting. It’s sort of an aerial but not just your standard top-down drone shot leaving you with this curious angle that is rarely seen.
In a sea of top-down drone shots, this peculiar angle doesn't have to work so hard to stand out.
Where perspective is often most powerful is when it seems to defy the laws of physics. It can warp and skew our interpretation of a scene; perspective can make things appear upside-down yet still the right way-up or close a 50,000-foot gap.
It’s hard not to stop when you think you’ve seen something impossible.
6. Composition
Composition refers to the arrangement of an image. And every other visual feature on this list could be considered a part of the overall composition.
There are many different philosophies and techniques on what makes good composition but you don’t need to overcomplicate it. Instead, you just want to be mindful of the differences in composition between images, especially when you’re deliberating between two similar options.
It can really set the tone for how an image can be interpreted.
Care has clearly been taken here to ensure the subjects are clearly silhouetted against the rising sun.
This image of Hindus washing in the Saryu River seems perfectly composed because hardly any of the subject intersect each other. Most of them have space around them allowing each one to stand out, leaving us with an image that looks super clean. This allows the dark silhouettes to contrast beautifully against the rising run.
Framing is a great way to bring extra focus to the subject.
Photos that employ framing or sub-framing can also create impact. Our subject is jumping through a series of holes which provides a natural frame and ensures our eye is fixed firmly on this man’s jump kick.
Train your eye to spot unique images
We can often be dismissive about understanding why an image looks unique. The phrase se ne sais quoi isn’t shy about this; a quality that can’t be described.
The truth is, anything can be described if we’re willing to spend the time to understand it. Creativity is not just something that can be conjured by mercurial talents. There are always tangible reasons for why something works and why something doesn’t; there’s a psychology to why certain images look unique.
So let’s stop dismissing our own abilities to identify what makes a great image. Hopefully these tips provide you with some structure when you’re browsing through images looking for the best one. Before you know it, there’ll be no more umming and ahing about image choices.
If you need more guidance on the image selection process, don’t forget to check out this guide on how to choose the perfect stock photo. For more help buying images, check out our comprehensive guide to buying stock photos.