1 Learn the concept
In graphic design, there are different types of images, and two of the most important are denotative and connotative images. Denotative images show something literally, such as a photo of a coffee cup. Connotative images suggest feelings or ideas, such as a steaming cup suggesting comfort. This lesson explains how images create meaning and how to choose the right ones.
2 See it in action
- Denotative images show what something is.
- Connotative images suggest feelings and ideas.
- Choose images that fit the message and the audience.
- Use quality images and respect copyright.
Worked example
Choosing a photo for a cafe poster
Option A: a generic stock photo of coffee beans.
Option B: a real photo of the barista pouring latte art.
Choose: B, since it is specific and human.
Check: make sure you have permission to use any recognizable person.
3 Study an example
Example scenario
A café's ad uses a close photo of a steaming cup next to a window on a rainy day. The image says warmth and comfort, not just coffee.
4 Apply it and download
- Choose a message.
- Find two images that express it, one literal and one suggestive.
- Decide which fits better.
Worksheet Brand style guide templateOpen, print or save as PDF