creative-direction

What this skill does

# Creative Direction

Image prompt templates, model selection guidance, and anti-generic patterns for generating visual assets. Covers hero images, feature illustrations, testimonial photos, OG images, and more.

## When to Use

- User needs images for a landing page, app, or marketing site
- User asks for "hero image", "feature illustration", or "OG image"
- User wants AI-generated visuals that don't look like stock photos
- User is choosing between image generation models
- User's current AI images look generic and need direction

## Core Philosophy

- **Generic is the enemy.** "A person using a laptop" produces forgettable images. Specificity creates memorability.
- **Every image has a job.** Hero = emotion + aspiration. Feature = clarity. Testimonial = trust. Know the job before prompting.
- **Model matters.** Different models excel at different things. Pick the right tool.
- **Consistency beats quality.** A cohesive set of 7/10 images beats one 10/10 with six mismatches.

---

## Model Selection Guide

### When to Use Each Model

| Model | Best For | Weaknesses | Cost |
|-------|---------|------------|------|
| **GPT-4o / DALL-E 3** | Text in images, diagrams, infographics, precise compositions | Can feel "illustrated", less photorealistic | API credits |
| **Gemini Imagen** | Photorealism, natural scenes, product shots | Less control over composition, text rendering varies | API credits |
| **Midjourney** | Artistic quality, mood, cinematic shots, brand imagery | No API (Discord-only), inconsistent with specific details | Subscription |
| **Flux (via Replicate)** | Photorealism, faces, flexible styles | Requires Replicate account | Per-image |
| **Unsplash / Pexels** | Real photography, when AI looks too AI | Limited to what exists, generic poses | Free |

### Decision Tree

```
Need text in the image? → DALL-E 3 / GPT-4o
Need photorealistic people? → Flux or Gemini
Need artistic/cinematic mood? → Midjourney
Need a specific real-world scene? → Unsplash/Pexels
Need consistency across many images? → Pick ONE model, same style prompt prefix
Need diagrams/UI mockups? → DALL-E 3 / GPT-4o
```

---

## Prompt Templates by Asset Type

### Hero Image

**Job:** Create an emotional first impression. Communicate the product's vibe in 2 seconds.

**Template:**
```
[Art style], [subject doing something specific and aspirational],
[environment with mood-setting details], [lighting description],
[color palette constraint], [composition note]
```

**Example — SaaS Product:**
```
Cinematic photograph, a product designer reviewing a clean dashboard
on a large monitor in a sunlit corner office, morning golden hour
light casting long shadows, muted blue and warm cream color palette,
shot from over the shoulder with shallow depth of field, 35mm lens feel
```

**Anti-generic patterns:**
- ❌ "A person using a computer" → ✅ "A designer reviewing analytics on a ultrawide monitor, sticky notes scattered on the desk"
- ❌ "Happy team working" → ✅ "Three engineers around a whiteboard, one mid-laugh, marker in hand, late afternoon light"
- ❌ "Technology abstract" → ✅ "Closeup of hands arranging physical cards on a table, each card showing a tiny wireframe sketch"

### Feature/Product Illustration

**Job:** Explain what a feature does. Clarity > beauty.

**Template:**
```
[Clean/minimal style], [the feature's core concept as a visual metaphor],
[simple background], [brand colors], [no text unless needed]
```

**Example — Analytics Feature:**
```
Minimal 3D illustration, a translucent glass cube containing floating
data points that form a rising trend line, soft gradient background
from white to light blue, subtle shadows, isometric perspective
```

**Tips:**
- Use visual metaphors, not literal screenshots
- Keep backgrounds simple — the illustration should work on any page section
- Maintain consistent style across all feature illustrations (same rendering style, same perspective, same color treatment)

### Testimonial / Social Proof

**Job:** Build trust. Make real people feel real.

**Approach:** Use real photos when possible (with permission). If generating:

```
Professional headshot, [specific person description with age/style details],
[neutral or office background], [natural lighting], [warm but professional mood],
shot at eye level, slight smile, [avoid uncanny valley — add imperfections]
```

**Tips:**
- Diversity matters — vary age, ethnicity, style
- Avoid the "corporate headshot" look — slightly candid feels more trustworthy
- ⚠️ AI-generated faces for testimonials is ethically questionable. Prefer real photos. If generating, be transparent about it.

### Open Graph (OG) / Social Card

**Job:** Get clicks in a feed. Must work at small sizes.

**Template:**
```
[Bold, high contrast], [simple central element],
[large readable text area (left or center)],
[brand color background or gradient], [16:9 aspect ratio],
minimal detail — this will be viewed at 600×315px
```

**Key constraints:**
- Must be readable at thumbnail size
- Text should be generated separately and composited (AI text rendering is unreliable)
- High contrast between background and text area
- Simple shapes > complex scenes

### Icon / Logo Concept

**Job:** Convey brand identity in a tiny space.

```
Minimal vector icon, [object/symbol], [single or two-color],
clean lines, works at 32px, [style: geometric/rounded/sharp],
white background, no gradients, no shadows
```

**Tips:**
- Generate concepts, then recreate in Figma/SVG for production
- AI-generated logos are starting points, not finals
- Test at small sizes — if it doesn't read at 32px, simplify

### Background / Texture

**Job:** Add depth without competing with content.

```
Abstract [texture type], [color palette], subtle variation,
tileable/seamless, low contrast, [usage: dark background with light text / light background with dark text]
```

**Texture types:** gradient mesh, noise grain, geometric pattern, organic shapes, topographic lines, dot grid

---

## Style Consistency Framework

When generating multiple images for a project, create a **style prefix** and prepend it to every prompt:

```
STYLE PREFIX: "Minimal 3D illustration, soft matte materials, isometric perspective,
pastel color palette with [brand blue] accents, subtle ambient occlusion shadows,
white background —"
```

Then each prompt becomes:
```
[STYLE PREFIX] a shield icon representing security features
[STYLE PREFIX] a speedometer showing performance optimization
[STYLE PREFIX] a connected graph showing team collaboration
```

### Consistency Checklist

- [ ] Same art style (3D, flat, photographic, etc.)
- [ ] Same color palette (or subset of it)
- [ ] Same perspective (isometric, front-facing, etc.)
- [ ] Same lighting direction
- [ ] Same level of detail/complexity
- [ ] Same background treatment

---

## Anti-Generic Playbook

### The Specificity Ladder

Each level adds memorability:

1. **Generic:** "A workspace" ❌
2. **Specific:** "A designer's workspace with a drawing tablet" ⬆️
3. **Atmospheric:** "A designer's workspace at golden hour, warm light on a Wacom tablet" ⬆️
4. **Story:** "A designer's workspace at golden hour, a half-finished illustration on the tablet, coffee cup with a lipstick mark, headphones draped over the monitor" ✅

Always aim for level 3–4.

### Overused AI Image Tropes to Avoid

| ❌ Cliché | ✅ Alternative |
|-----------|---------------|
| Glowing orbs / particles | Physical textures, natural materials |
| Floating holographic UI | Real devices, paper prototypes |
| Purple/blue gradient everything | Earth tones, brand-specific palettes |
| Isometric city blocks | Focused single-object compositions |
| Perfect symmetry | Intentional asymmetry, rule of thirds |
| Hyper-saturated colors | Muted, desaturated palette with one accent |
| "AI art style" shininess | Matte materials, film grain, imperfection |

### Adding Realism to AI Images

Include in prompts:
- **Film grain:** "slight film grain, shot on 35mm"
- **Imperfection:** "slightly worn