Image optimisation is a central process in marketing that adapts the visual elements of a campaign so that they are optimal in terms of quality, file size and format for the desired medium. In a digital world where first impressions are often visual, the importance of high quality images cannot be overemphasised. Image optimisation encompasses both technical and aesthetic aspects. On the technical side, the aim is to minimise file size without significantly compromising image quality. This is particularly important for websites, where a faster loading time improves the user experience and contributes positively to search engine optimisation.

Aesthetically, image optimisation involves selecting the right resolution, format and colour scheme to effectively communicate the brand's message. In addition, factors such as composition, lighting and cropping play a role in maximising the visual impact. Choosing the right image format (e.g. JPEG, PNG, GIF) can also have an impact on display and load times. In some cases, image optimisation can also include the use of meta tags for images to improve search engine discoverability.

Image optimisation is not just limited to online media; it also plays an important role in printed marketing materials. A carefully optimised image can capture the viewer's attention more effectively and create a stronger emotional connection to the brand. Overall, a well-optimised image significantly improves the efficiency and effectiveness of marketing campaigns.