Portrait of a woman. Image ID: masma63887

How to communicate with lighting
All images carry a light and depending on how the light is used, the feel of the image will have different character. This character can be used to enhance your message and your brand's visual identity. Together with the Swedish semiotician Karin Sandelin from Kantar Sifo, we have examined how to communicate different messages with lighting. We will provide you with our three best selections of images adapted to our tips and an in-depth white paper.

Keep reading and improve your image communication!

Laboratory. Image ID: cai412-22821
Cold light
Cold outdoor light gives a sensation of "Nordic chill" and authenticity, while cold indoor light – without an obvious source of sunlight, gives a more clinical sensation of "Stockholm white".
Woman that do yoga. Image ID: ima172600
Warm light
Warm light gives the entire motif a warm and welcoming sensation. We often associate warmth with positive feelings from an early age. From a cultural perspective, we also share a common imagery where warm colors and warm light are perceived as being inviting and amicable.
Portrait of a teenage boy. Image ID: ima104402
Spot light and shadow games
Spot lighting is an effective way to signal that a motif is somewhat extraordinary and glorified.

The contrast between light and dark, such as between sunlight and shadows, forms a dramatic effect in the image that greatly deviates from authentic anchoring, regardless of whether the motif is mundane or exceptional.

Don't miss the chance to download a white paper
You will receive a sample of images and in-depth information on communicating with lighting. You can print and save, or share with your colleagues maybe?
Thanks to the Swedish semiotician Karin Sandelin at Kantar Sifo for collaborating with this article.

Want more tips on image communication?
Click here to get to our previous articles and read more about image communication.