01
Representing protected characteristics
What are protected characteristics?
Usually when we think about the representation of people, we mainly focus on gender and race. In reality there are a number of other legally protected characteristics which are important to consider in order to truly represent a diverse population.
“Today, promoting brand image means defining and interacting with consumers as unique individuals – including people from all walks of life, ethnicity, gender, physical abilities, socio-economic classes and more.”
Marketing Campaigns: Guide To Inclusion And Diversity in Modern Advertising - Clever|SM
01
Representing protected characteristics
What are protected characteristics?
Usually when we think about the representation of people, we mainly focus on gender and race. In reality there are a number of other legally protected characteristics which are important to consider in order to truly represent a diverse population.
Age
Disability
Gender reassignment
Marriage and civil partnership
Pregnancy and maternity
Race
Religion or belief
Sex
Sexual orientation
“Today, promoting brand image means defining and interacting with consumers as unique individuals – including people from all walks of life, ethnicity, gender, physical abilities, socio-economic classes and more.”
Marketing Campaigns: Guide To Inclusion And Diversity in Modern Advertising - Clever|SM
Visual approaches to representation
There are multiple approaches a brand can take when representing people imagery / imagery more generally within their visual identity.
The most prominent of these are:
Photography
Image source: Vice’s Gender Spectrum
The use of photography is beneficial because it depicts real people in real environments. Consumers may feel more connected to photography campaigns as they are able to connect with them on a more personal level.
Illustration
Image source: Facebook’s Alegria illustration
Illustrations allow brands to create more vibrant images, which may be more visually appealing when it comes to marketing. As illustrations are created from scratch, designers are able to incorporate diverse imagery without seeking out photographs of certain demographics which may be hard to come by.
Iconography
Image source: Flaticon.com
Icons are most often used alongside other image styles such as photography or illustration. However, representative icons - particularly people icons, such as a user icon on a website - can go a long way when it comes to providing representative options for consumers.
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
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