A picture is worth a thousand words. Images or video should tell stories about real people in real situations in real environments. Connect with your users and help them to relate to the story you tell. Emotion is a great tool to empower users.
What makes a photograph great? A great photograph can be broken down in 4 pieces. The first is lighting. Photography is mostly all about light. It literally means painting with light. The second is great composition. It should follow the rule of thirds and have a sense of balance. The third is timing. It should capture the ideal moment in which all elements of the image fall into place and when the most emotional point of the story is at its climax. Finally, it should have a clear subject. It should capture a clear idea of the core subject. Your imagery should be well lit, fresh, human, and inviting. They should look professional.
“Photography is a way of feeling, of touching, of loving. What you have caught on film is captured forever… It remembers little things, long after you have forgotten everything.”
~ Aaron Siskind