Why Diverse Imagery Makes Brands More Relatable

I was sitting with a friend as she scrolled through a brand’s website, pausing on image after image that looked polished but oddly distant. After a few seconds, she closed the page and said, “None of this feels like it’s for me.” Nothing was wrong with the product. The problem was the people in the photos. They did not reflect her life, her family, or her everyday reality.

That moment stuck with me because it captured something many brands miss. Imagery quietly tells a story about who belongs and who does not. When people do not see themselves represented, connection fades before the message even has a chance to land.

Key Takeaways

• Diverse imagery builds instant connection by helping people see their own lives, communities, and experiences reflected naturally in brand visuals.
• Relatability strengthens trust over time because brands that show real-world variety tend to feel more honest, consistent, and dependable.
• Illustration allows intentional representation by making it easier to include specific people, roles, and situations that stock images often fail to capture accurately.
• Consistency matters more than one-off inclusion since diverse visuals only feel genuine when they appear regularly across everyday brand communication.
• Visual choices influence how brands are remembered because inclusive imagery helps create stronger recognition and long-term relevance across platforms.

What Diverse Imagery Really Means in Brand Communication

Diverse Images Are More Than Visual Variety

At its core, diversity branding goes beyond placing different faces in a design. It focuses on showing people as they naturally exist in everyday contexts.

Before breaking it down further, let’s understand what meaningful representation actually includes:

• People from different cultural and ethnic backgrounds are shown naturally.
• A mix of ages, body types, and physical abilities.
• Different family structures, professions, and lifestyles.
• Everyday situations instead of staged or symbolic poses.

These elements work together to make visuals feel real. When people appear in believable roles and settings, viewers are more likely to connect without overthinking it.

Studies show that highly familiar visual stimuli, such as recognizable faces or well-known images, are detected and processed more quickly than unfamiliar or distorted ones.

Representation vs Token Inclusion

One common issue we see is token inclusion. This happens when diversity is added only to appear inclusive, without any real connection to the brand story or long-term approach to brand inclusivity.

Token visuals often feel off because:

• Characters lack personality or context.
• Representation feels isolated rather than integrated.
• The same visual does not appear consistently across brand touchpoints.

True representation, on the other hand, blends naturally into the overall design. People appear as part of the story, not as a separate statement. This is where illustration plays an important role. It allows us to design scenes where diversity feels normal and expected, not forced.

How Illustration Gives Brands More Control Over Representation

Photography has its limits when it comes to representation. Illustration removes many of those limits by letting brands shape visuals intentionally.

With custom illustration, we can:

• Design characters that match real audience demographics.
• Show inclusive scenarios that are hard to find in stock libraries.
• Maintain the same visual tone across platforms and campaigns.
• Adjust details to avoid stereotypes or misrepresentation.

A professional illustration service like ours approaches illustration as a storytelling tool. Every character, expression, and setting is designed with purpose. This level of control helps brands communicate inclusivity clearly and consistently, without relying on generic visuals that audiences have already seen elsewhere.

Why Relatability Builds Connection in Branding

Following ideas explain why some visuals feel inviting while others feel distant, even when the message is the same.

People Trust What Feels Familiar

Human brains are wired to favor familiarity. When something feels known, it feels safer. While working on brand diversity, visuals can create that sense of comfort.

Research shows that when ads feature diverse, relatable individuals, audiences respond more positively. They feel noticed, not talked at.

Before explaining further, here’s what familiarity with visuals often comes from:

• People who look like the audience viewing the content.
• Situations that resemble everyday life.
• Expressions and body language that feel natural.
• Environments that are easy to recognize.

When these elements appear together, the viewer can trust the brand more.

Seeing Yourself Represented Creates a Sense of Belonging

Belonging is a quiet emotion. People rarely say it out loud, but they react strongly when it is missing. Diverse imagery that acknowledges different identities, roles, and experiences sends a simple message: “You are part of this story.”

Emotional connection grows when:

• People see themselves reflected without explanation
• Their presence feels normal, not highlighted
• The brand does not single them out or label them

Illustration design services help express this subtle inclusion. Characters can be placed naturally into scenes without drawing attention to their presence. This creates emotional ease. The viewer does not feel studied or categorized. They feel accepted.

At our studio, we design characters to exist comfortably in their environment. That comfort translates directly to the viewer’s emotional response.

Representation Shapes Brand Memory

Memory plays a major role in branding success. Consumer insights show that familiar visuals and brand cues make ads easier to remember by linking them to memories people already have.

Diverse imagery affects memory in several ways:

• Viewers spend more time engaging with content they relate to
• Familiar characters are easier to recall later
• Emotional connection strengthens long-term recognition

Illustrated characters are especially effective here. Because they are designed intentionally, they become associated with the brand itself. Over time, audiences begin to recognize the style, tone, and personality behind the visuals.

Modern Audiences Relate More to Reality Than Perfection

For a long time, brands focused heavily on aspiration. The goal was to show an ideal version of life. While aspiration still has a place, it no longer works alone.

Today’s audiences respond better to balance:

• Aspirational ideas grounded in reality.
• Progress shown through believable steps.
• Success that feels reachable.

When visuals only show perfection, they create a sense of distance. When they show people navigating real situations, they invite connection. Diverse imagery supports this shift by showing different paths, not a single standard.

Custom artwork design allows us to control that balance. We can design visuals that feel positive without feeling unrealistic. That balance is where relatability lives.

Emotional Recognition Leads to Action

Relatability does not stop at emotional connection. It influences buying behavior:

When people feel recognized:

• They stay longer on websites.
• They engage more with content.
• They are more open to learning about a product or service.

This happens because recognition removes friction. The viewer does not feel the need to question whether the brand is meant for them. That clarity makes action easier, whether it is reading further, sharing content, or reaching out.

From a branding perspective, this is where diverse imagery proves its value. It quietly guides people from interest to involvement without pressure.

Where to Add Diverse Imagery Across Different Brand Touchpoints

What matters in branding is showing inclusive and diverse visuals at moments where people are forming opinions, making decisions, or learning about a brand for the first time. Some brand touchpoints to add diverse imagery are as follows.

1. Website Design and Landing Pages

A website is often the first direct interaction someone has with a brand. The visuals on key pages quietly answer an important question: “Is this for people like me?”

Before listing examples, it’s important to understand what works best here. Website imagery should feel welcoming, not overwhelming.

• Homepage hero illustrations showing real-life use cases
• Section visuals that represent different customer types
• Onboarding or explainer graphics that guide users naturally

Illustration helps here because it allows us to design inclusive scenes without visual clutter. Instead of relying on generic photos, we can show multiple types of people interacting with the same product or service in a way that feels consistent and intentional.

2. Social Media and Ongoing Digital Content

Social media is not just about first impressions. It is about repetition and familiarity. Audiences see brand visuals repeatedly, often without actively searching for them. This makes consistency especially important.

• Characters appear across multiple posts over time
• Visual tone stays consistent even as topics change
• Representation feels routine, not highlighted

Illustration supports this rhythm. Instead of searching for new images every time, brands can reuse and adapt illustrated elements. This keeps representation steady and recognizable. Over time, followers start associating the visual style with the brand itself, not just individual posts.

3. Product Packaging and Printed Materials

Printed visuals have a longer lifespan than digital ones. Once they are out in the world, they represent the brand without explanation.

• Feel timeless rather than trend-based
• Reflect a broad audience without overcrowding the design
• Match the tone and values of the product

Illustration allows careful control over detail. We can simplify visuals to avoid confusion while still representing variety. This balance is especially useful for books, educational materials, and branded packaging where clarity matters.

At our studio, we often design illustrations that remain relevant even as campaigns change, helping brands avoid frequent redesigns.

4. Brand Characters and Mascots

Brand characters are long-term assets. When designed well, they grow with the brand and its audience.

• Multiple characters with different backgrounds and roles
• One adaptable character shown in varied situations
• Supporting characters that reflect audience diversity naturally

Illustration and design give full creative control over character development. We can adjust expressions, clothing, environments, and interactions without losing consistency. This makes it easier for brands to communicate inclusivity over time rather than through isolated visuals.

5. Educational, Explainer, and Editorial Content

Educational visuals have a specific goal: clarity. They help people understand ideas, processes, or instructions. Diverse imagery plays a role here by making content feel approachable.

• Helps different audiences feel addressed
• Reduces intimidation in complex topics
• Supports better engagement and comprehension

When people see characters they relate to learning or explaining something, the content feels more accessible. This is especially useful for guides, explainer videos, blog visuals, and instructional materials.

Illustration vs Stock Imagery for Diversity

Many brands rely on stock imagery because it is fast and familiar. However, when it comes to representation, speed often comes at the cost of accuracy and consistency. Understanding the difference between stock and custom illustration helps brands make better long-term choices.

Limitations of Stock Imagery in Representation

Stock images are created to appeal to everyone, which often means they fully represent no one. While convenient, they come with clear limits.

• Repeated faces and scenarios across different brands
• Limited cultural and lifestyle accuracy
• Overused visual setups that feel staged

These issues become more noticeable as audiences grow more visually aware. When people recognize the same image used elsewhere, trust quietly drops. The brand starts to feel generic rather than intentional.

How Custom Illustration Solves These Problems

Custom illustration and design remove guesswork. Instead of adapting to what exists, visuals are built from the ground up.

• Design people who reflect their real audience
• Show environments that match specific contexts
• Control tone, mood, and detail precisely

At 360 Illustration House, we start with understanding who the brand speaks to. From there, we design visuals that fit naturally into that world. This process avoids stereotypes and ensures that representation feels grounded rather than symbolic.

Long-Term Brand Value of Illustrated Diversity

Illustration is not just a design choice; it's a powerful tool. It is a strategic one.

• Consistent visual identity across platforms
• Easier updates without starting from scratch
• Stronger brand recognition through style continuity

Because illustrations are owned assets, brands are not limited by licensing constraints or availability. They can evolve visuals gradually while keeping the same core identity. This makes inclusive branding sustainable rather than reactive.

Mistakes Brands Make When Trying to Be “Diverse”

Many brands have good intentions, but intention alone does not create a connection. Diverse imagery can lose its impact when it is handled without clarity, planning, or consistency. Over the years, we’ve noticed a few recurring mistakes that quietly weaken trust instead of building it.

1. Treating Diversity as a One-Time Campaign

One of the most common mistakes is using diverse imagery only during specific moments. This often happens around launches, seasonal campaigns, or public conversations.

Here’s why that approach falls short:

• Audiences notice when inclusion appears suddenly and disappears later
• Visual inconsistency creates confusion about brand values
• Representation feels performative instead of genuine

Diversity works best when it is part of everyday communication. When inclusive visuals appear regularly, they stop feeling like a statement and start feeling normal. That normalcy is what builds trust over time.

2. Relying on Visual Symbols Instead of Real Scenarios

Another issue is focusing too much on visual markers instead of context. This often leads to shallow representation.

• Characters included without clear roles or purpose.
• Cultural elements added without relevance to the scene.
• Visual diversity that does not connect to the message.

Illustration provides brands with the opportunity to design realistic situations instead of relying on symbols. When people are shown doing something meaningful, the representation feels grounded. Viewers understand the story without explanation.

3. Ignoring Cultural Context and Accuracy

Representation loses value when it lacks understanding, especially within custom graphic design meant for broad or mixed audiences. Small visual details can carry large meanings, particularly across cultures.

• Incorrect use of clothing or settings.
• Mixing cultural elements without context.
• Oversimplifying identities into visual shortcuts.

At 360 Illustration House, research is part of our process. We pay attention to details that help visuals feel respectful and accurate. This approach helps brands avoid misunderstandings and present themselves with care and consideration.

4. Applying Diversity Without Brand Alignment

Even inclusive visuals can feel off if they don’t match the brand’s tone or voice.

This often happens when:

• Illustration style clashes with existing brand visuals.
• Messaging and imagery feel disconnected.
• Diversity appears visually but not in brand behavior.

Representation works best when it aligns with how a brand already communicates its message. Illustration allows us to adapt inclusive visuals to different styles, whether the brand voice is playful, calm, educational, or bold.

Conclusion

Relatable brands don’t try to speak to everyone at once. They focus on showing people as they are and letting connection happen naturally. Diverse imagery helps brands do exactly that. It creates familiarity, builds trust, and makes visual communication feel honest instead of staged.

Illustration plays a key role in this process by giving brands full control over how stories are told and who is included in them.

At 360 Illustration House, we believe representation works best when it is thoughtful, consistent, and rooted in real experiences. If you want your brand to communicate in a way that feels more human and inclusive, we’re here to help you shape visuals that truly reflect the people you want to reach.