05
Conclusion
How to represent a diverse population
Inclusive Images Reflect Real People
From the research we’ve conducted it’s clear that there is somewhat of a disconnect between the images used in marketing and the people that they are trying to represent. When inclusivity is considered, often it is only in terms of male / female and black / white.
Even these two categories are not regularly expanded to consider other non-binary genders or people from a more diverse range of backgrounds and cultures. Recently, marriage equality for LGBTQ+ individuals has been at the forefront of the media, but it is also important to represent all aspects of diversity.
We need to realise that there are a lot of protected characteristics that should be represented in imagery and illustrations, to truly reflect a diverse population and to ensure that all people feel included. Showing people that they are represented encourages them to connect more with the message that is being sent, as it gives the impression that the message is directly relevant to them.
Reflecting all the protected characteristics (and beyond) can be tricky, as many of the categories aren’t always visible on sight. For instance, you wouldn’t necessarily know that someone has an ADHD diagnosis by looking at them, just like you can’t always tell whether someone belongs to a particular faith by their appearance.
However, inventive companies, designers and photographers are coming up with new ways to represent these people all the time, and more specific image searches can yield a surprising number of diverse results.
When we think that we can get around diversity issues by using line drawings or colour to make illustrations look raceless, genderless or otherwise devoid of personal differences, we further alienate those who are looking to a company for inclusivity.
Instead, we need to be conscious of the uniqueness of people, and aim to create imagery that represents all body types, ages, skin colours and beyond.
Top Tips
Vice’s Gender Spectrum collection, cited earlier in this document, recommends the following top tips when considering whether an image is truly inclusive, or whether it perpetuates harmful stereotypes:
- Who is missing or excluded?
- Would I want to be portrayed this way?
- If this was an image of me or someone I love, would I be okay with how they are represented?
- Are any stereotypes being perpetuated in the photo I am using?
- Am I depicting someone in the role our culture typically puts them in or making a more unexpected choice?
- Can everyone who might view the photo see someone like themselves represented in it?
Asking these questions may help you to be mindful of diversity when creating or choosing marketing images.
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© Epigram Communications & Design Limited
Kuala Lumpur, MY
Level 30, The Gardens North Tower Mid Valley City, Lingkaran Syed Putra 59200 Kuala Lumpur, Malaysia +44 (0) 161 528 9451
© Epigram Communications & Design Limited