• •Should your visuals feel bright or muted?
• •Minimal or layered?
• •Calm or dynamic?
• •Structured or spontaneous?

Describe your desired mood in 3–5 sentences. Alignment builds perception.

If privacy is a factor:

• •Can you show process instead of people?
• •Can you photograph tools or environments?
• •Can you stage scenarios without revealing identity?

Privacy requires creativity, not compromise.

• •Does this reflect how you actually work?
• •Would a client recognise you?

Authenticity means coherence between tone, pricing, positioning, and visuals.

Highlight your strongest service or product:

• Use dominant hero visuals
• Allow visual breathing space
• Keep colour grading consistent

Photography influences background tones, accent colours, typography feel.

If your images are warm, your website shouldn't feel cold. Design and photography are one system.

Stock photos are acceptable when used intentionally. Checklist:

• Match colour tone
• Avoid clichés
• Apply consistent editing
• Mix with original visuals

• High resolution
• Consistent lighting
• No heavy filters
• Space for text overlay

• •Is this temporary?
• •Does your pricing justify professional visuals?

Thoughtful DIY beats random professional.