The 10% Myth
March 10, 2026
When a client needs a new website, the first thing we do is look at content.
Some have an existing website, others nothing at all.
Photography might look dated, or no longer be representative of the business. Staff headshots are pulled from personal Facebook pages.
Think about the logistics of organising a photoshoot. Sourcing locations, photographers, props and talent all take time and can be expensive.
● Abstract concepts may be easier to convey.
● Inclusivity—make skin colour green or hair blue, people indeterminate ages, androgynous figure types.
● If a key staff member – heavily featured in your business’ photography – leaves your business, you might need replace those images. Not an issue with illustrations.
● Staff location is irrelevant.
● Creates an ownable, distinctive look and feel for your brand.
● You have the rights to use the work across all your collateral (make sure you negotiate this with the illustrator or agent).
Next time you think, ‘We’re gonna need a photoshoot’, consider whether an illustrative approach might work as well, or even better.
Image credits: Niki Fisher for The Wellbeing Outfit website
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Have you ever heard ‘Change a logo by 10% and then you can legally use it’? We take a look at 2 examples involving Taylor Swift and Tabasco and explain why this is a myth.
Whatever the brief is, it’s exactly the same. Every project. Every time. Every design. It‘s just one word.
It’s that time of year when we start looking forward to the end of the working year, changes in the seasons, and celebrations over the New year…
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