[ 01-04 ]
“A picture paints a thousand words.“ The saying has been known for years, but it is even more true today. In branding, a distinctive and consistent visual language creates instant recognition, evokes emotion, supports storytelling, proves diversity and drives purchase decisions. Explore how the airline industry approaches imagery.
Imagery [01]
Imagery Content
The images used on the websites of the world‘s largest airline brands reflect the industry's interest in conveying emotional messages beyond functional arguments like punctuality and safety: it‘s all about comfort, exotic or cosmopolitan destinations, and vacation vibes.
Tags: modern, symbol, airplane, feature, clock, passenger, setting, aerial, suitcase, comfortable
[AI generated*]
Compares the selected brand’s imagery (above) to other industry brands. Each bar represents the percentage of similarity.
The Regular Brand
0%
25%
50%
75%
100%
58 %
KLM
58 %
Singapore Airlines
58 %
LATAM Airlines
57 %
Southwest Airlines
57 %
United Airlines
56 %
Air France
56 %
Air China
56 %
American Airlines
56 %
China Eastern
56 %
Turkish Airlines
55 %
Air Canada
55 %
Qatar Airways
55 %
Alaska Airlines
55 %
Lufthansa
54 %
British Airways
54 %
Japan Airlines
54 %
Ryanair
54 %
Delta
54 %
Qantas
54 %
ANA
54 %
China Southern
54 %
Emirates
53 %
Jetblue
52 %
Easyjet
52 %
Korean Air
*Deviations from real image motivs due to AI generation
Imagery [02]
Tonality
The overall visual tone in the websites of the world‘s leading airline brands is cold and shows low vibrancy.
Distribution of the image temperature
28%
0%
72%
Warm
Neutral
Cold
Color distribution by vibrancy
14%
86%
Vibrant
Balanced
Imagery [03]
Perspective
Although they don‘t contain images of products, 95% of top airline brands‘ websites rely on conventional visual perspectives.
Distribution of image perspectives
Normal
95%
Extreme
5%
Imagery [04]
Style
Travel is visually represented in a highly realistic style, with 80% of the web pages of the world‘s leading airline brands featuring photographic imagery.
Usage of image categories
Photography
2d illustration
3d illustration
Previous Chapter
Colors
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