[ 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 pharma industry approaches imagery.
Imagery [01]
Imagery Content
Research and smiling people: The images on the websites of the world’s largest pharma brands try hard to balance scientific work with the people who benefit from it.
Tags: scientist, laboratory, family, examine, showcase, gray, background, illustration, carefully, photograph
[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%
61 %
Guangzhou
59 %
Teva
57 %
Novartis
57 %
Takeda
56 %
CSL
56 %
Lilly
56 %
Sanofi
56 %
Gilead
55 %
GSK
55 %
Merck & Co
55 %
Novo Nordisk
55 %
Biogen
55 %
Astellas
55 %
Amgen
55 %
Merck KGaA
54 %
AbbVie
54 %
Bayer
54 %
Sinopharm
54 %
Johnson & Johnson
54 %
SPH
53 %
Bristol Myers Squibb
53 %
Roche
53 %
Pfizer
52 %
AstraZeneca
*Deviations from real image motivs due to AI generation
Imagery [02]
Tonality
The overall visual tone in the website of the world’s leading pharma brands is diverse and shows low vibrancy.
Distribution of the image temperature
10%
64%
26%
Warm
Neutral
Cold
Color distribution by vibrancy
11%
89%
Vibrant
Balanced
Imagery [03]
Perspective
Although they don’t contain images of products, 99% of top pharma brands’ websites rely on conventional visual perspectives.
Distribution of image perspectives
Normal
99%
Extreme
1%
Imagery [04]
Style
Healthcare is visually represented in a highly realistic style, with 95% of the web pages of the world’s leading pharma brands featuring photographic imagery.
Usage of image categories
Photography
2d illustration
3d illustration
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Colors
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