Should my images be in color or black and white
Why Color Images Outperform Black and White for Service-Based Businesses
Black and white portraits have a timeless charm. They can be elegant, dramatic, and often artistic. But when it comes to representing your service-based business, color wins almost every time — and here’s why.
1. Color Builds Trust and Approachability
We tend to do business with and buy from people we know, like and trust right? Color images show warmth, authenticity, and approachability — things that black and white can sometimes strip away. Your skin tone, your office environment, the colors you chose for your brand — these details all help create a sense of connection before you even meet.
2. Color Strengthens Brand Recognition
Your brand colors are part of your evolving story — from your logo to your website. When your imagery is in color, those tones reinforce your visual identity across every platform. A client who sees your headshot on LinkedIn should instantly connect it to the same warm, inviting palette they see on your website. For those that are in a business like a gym, or or martial arts, you want to show energy, power and strength. Not timeless and nostalgia, black and white feels this way.
3. Color Photography Reflects the Real Experience
If you run a service-based business — consulting, coaching, real estate, law, design, or healthcare — your clients expect a real, relatable experience. Color imagery mirrors what working with you actually feels like. It communicates energy, professionalism, and clarity — qualities that are harder to express in black and white. Your branding images should help build a bridge for your clients. When they scan your site online they build an expectation, when they walk in the front door that expectation should be met. You don’t want clients thinking, hmm, not what it looked like online.
4. Black And White Has It’s Place
Now, does this mean you should never use black and white? No. It has it’s place. When I shoot personal branding sessions I aim for a nice mix of color and black and white. The difference? These are portraits, we’re telling a personal story. When you’re trying to convey a certain emotion, black and white can do the lifting. When I photograph a business like I did with Manhattan Pizza, color shows the joy, and sells how amazing those gelatos look. So boring in BW.
The Cost of Staying in the Shadows
Relying solely on black and white photos can make your online presence look outdated. When your competitors are using bright, cohesive, color-rich branding, your muted visuals may unintentionally signal that you’re behind the curve.
Ready to take your visuals to the next level? Reach out below and lets chat.