Google is an American, multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.

10 creative tips we use at Google

1. Your images should be powerful enough to express a message, even if your audience doesn’t read the text. Remember that visual content appeals on an emotional level.

2. Pick images that fit your brand’s voice, style, and mood. You want them to speak to your target audience.

3. Create a persona. Then choose images that relate to your tone or cause. The marketing image should introduce and reinforce your brand, as well as highlight your best aspects.

4. Look for striking colors in photographs that really pop and create interest. Color can increase brand recognition by 80%.

5. If you don’t need to spell something out for someone, don’t. Instead, do it visually. There are an endless array of visual cues you can play around with to communicate your message. From using colors for their psychological triggers, to leveraging lighting, symmetry, balance, contrast, and focus to direct and control where a customer looks and for how long.

6. Details tell stories — they trigger intimate memories.

7. Conceptual photography can help a brand separate itself from the crowd. Can you tell a story in a single image? Conceptual photography can be interpreted differently by different audiences.

8. Think in metaphors! You have a limited number of words to get your message across in an ad. How can you use the metaphorical values of imagery—a heart for love, a cheetah to symbolize speed, a snail for slowness—to compliment your message? An unusual or surprising image can cause people to examine your ad more closely and thus likely to remember your brand.

9. A photo that screams security, trust, or confidence will be much more effective than one that only makes a literal connection such as money or beautiful landscape.

10. Picture the people you want your ad to reach. Images featuring people help build a visual narrative. People connect best to ads that evoke strong emotions, letting them see themselves reflected in the design. A smile is an international symbol of friendliness and openness.
— Sergii Bratusov, Industry Head - Branding, Google Central & Eastern Europe