The Tension of Image Selection

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The Tension of Image Selection

By Chuck Coleman · The King of Steam

Know your audience: why psychology belongs inside the branding process.

A field essay informed by published research.

A beautiful photograph can still tell the wrong story. Which frame do we choose, and who are we choosing it for?

Chuck Coleman opens the KOS archive to explore how audience, context and creative judgment shape a brand’s visual message. The full essay includes nine real photographic examples and the research behind the questions.

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