[ 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 German beer brands approach imagery.
Imagery [01]
Imagery Content
Good times together: In the German beer market, images largely reinforce the stereotype of relaxed moments with friends – and a beer. Interestingly, the sponsored sport is clear: it’s all about soccer.
Tags: feature, illustration, bottle, beer, vegan, premium, greenery, sky, style, lion
[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 %
Jever
58 %
Oettinger
58 %
Diebels
57 %
Hasseroeder
57 %
Duckstein
57 %
Loewenbraeu
57 %
Becks
57 %
Grevensteiner
57 %
Carlsberg
57 %
Holsten
57 %
Licher
57 %
Paulaner
56 %
Berliner Pilsner
56 %
Wernesgruener
56 %
Koestritzer
56 %
Luebzer
56 %
Bitburger
56 %
DAB
56 %
Krombacher
56 %
Veltins
56 %
Warsteiner
56 %
Franziskaner
56 %
Astra
56 %
Hoepfner
56 %
Kulmbacher
56 %
Radeberger
56 %
Schmucker
56 %
Gilde
55 %
Frankfurter Brauhaus
55 %
Feldschloesschen
54 %
Fuerstenberg
*Deviations from real image motivs due to AI generation
Imagery [02]
Tonality
The overall visual tone is diverse and shows low vibrancy.
Distribution of the image temperature
20%
54%
26%
Warm
Neutral
Cold
Color distribution by vibrancy
18%
82%
Vibrant
Balanced
Imagery [03]
Perspective
96% of German beer brands’ websites rely on conventional visual perspectives.
Distribution of image perspectives
Normal
96%
Extreme
4%
Imagery [04]
Style
Beer is visually represented in a highly realistic style, with 78% of the web pages of websites featuring photographic imagery.
Usage of image categories
Photography
2d illustration
3d illustration
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Colors
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