Executive Summary (This is a document excerpt)

Brand-building Web site imagery helps target users accomplish their goals while reinforcing key brand attributes. While many firms struggle to incorporate brand-building imagery on their sites, we uncovered several companies that successfully employ design principles such as contrast, repetition, and dominance to craft a visual experience that is both informative and engaging. To get the most out of site imagery, customer experience professionals should rely on design personas to uncover what visual elements users need to make decisions and use brand "personas" to help them ensure that their images accurately reflect their brand.

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