All images carry a light and depending on how the light is used, the feel of the image will have different character. This character can be used to enhance your message and your brand's visual identity. Together with the Swedish semiotician Karin Sandelin from Kantar Sifo, we have examined how to communicate different messages with lighting. We will provide you with our three best
selections of images adapted to our tips and an in-depth
Keep reading and improve your image communication!
Cold outdoor light gives a sensation of "Nordic chill" and authenticity, while cold indoor light – without an obvious source of sunlight, gives a more clinical sensation of "Stockholm white".
Warm light gives the entire motif a warm and welcoming sensation. We often associate warmth with positive feelings from an early age. From a cultural perspective, we also share a common imagery where warm colors and warm light are perceived as being inviting and amicable.
Spot lighting is an effective way to signal that a motif is somewhat extraordinary and glorified.
The contrast between light and dark, such as between sunlight and shadows, forms a dramatic effect in the image that greatly deviates from authentic anchoring, regardless of whether the motif is mundane or exceptional.