[ 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 insurance industry approaches imagery.
Imagery [01]
Imagery Content
The global corporate world: The images on the websites of the largest insurance brands largely reinforce the stereotype of big international insurance conglomerates—people in suits (though more diverse!) working hard to protect valuable assets.
Tags: background, wear, professional, image, paper, desk, letter, character, laptop, diagonal
[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%
60 %
Zurich
59 %
Ping An
59 %
Chubb
59 %
Prudential US
59 %
AIG
59 %
China Life Insurance
59 %
Generali Group
58 %
Allianz
58 %
Munich Re
58 %
AIA
58 %
Canada Life
58 %
GEICO
57 %
Aviva
57 %
Manulife
57 %
Travelers
56 %
Prudential Pic
56 %
Metlife
55 %
AXA
55 %
Poste Italiane
55 %
PICC
54 %
LIC
54 %
Allstate
53 %
Swiss Re
53 %
CPIC
*Deviations from real image motivs due to AI generation
Imagery [02]
Tonality
The overall visual tone in the websites of the world’s leading insurance brands is cold and shows low vibrancy.
Distribution of the image temperature
20%
10%
70%
Warm
Neutral
Cold
Color distribution by vibrancy
13%
87%
Vibrant
Balanced
Imagery [03]
Perspective
Although they don’t contain images of products, 94% of top insurance brands’ websites rely on conventional visual perspectives.
Distribution of image perspectives
Normal
94%
Extreme
6%
Imagery [04]
Style
Insurance is visually represented in a highly realistic style, with 80% of the web pages of the world’s leading insurance brands featuring photographic imagery.
Usage of image categories
Photography
2d illustration
3d illustration
Previous Chapter
Colors
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