B2B Tech Marketing Consultant: Why Visuals are the Key to Trust in Deep Tech

What’s the first thing your brain does when it encounters an image? It feels. If it doesn’t feel anything, it simply moves on.

Years ago, I studied photography. Despite my love for technology, I struggled with concepts like aperture and shutter speed. But one sentence from those lessons stayed with me: "The eye loves bright and colorful" ✨.

As a marketing consultant working with technology and Deep Tech companies for over 25 years, I see this as a key principle. Whether for a website, an investor deck, or a social feed—visuals are not just "decor"; they are a core strategy.

6 Golden Rules for Winning Visuals in Tech B2B:

1. One Image is Worth a Thousand Words (Don’t Overload): Visual clutter creates noise. Noise makes people scroll past. Choose one strong, clear message.
   

2. Creating with AI? Don't let it go wild: Don’t cram 15 elements into one image. The reader's brain seeks a clear message, not a visual puzzle.
   

3. Our Brains Look for Faces: We are hardwired to look for people, and most importantly- smiles. A smile creates immediate trust, even in the most technical "cold" industries.
   

4. Emotional Experience in Deep Tech: To stop the scroll, the image must convey the "promise" of the product:
   

   • Server Cooling Systems? The client needs to feel stability.

   • Laser Lenses? The image should radiate extreme precision.

   • Autonomous Vehicle Systems? The client is looking for safety and peace of mind.
     

5. Don’t Explain the Image – Feel It: Avoid generic images that require text to explain them. The visual must do the work on its own in a split second.
   

6. CEOs and Engineers are Humans First: Technical decision-makers also want to be moved and surprised just like everyone else.
   

Bottom Line: The right image isn't the most technically accurate one - it's the one that makes people stop, feel, and stay.

About the Author: Efrat Bar-Sella is a marketing consultant and content creator for B2B and technology companies with over 25 years of experience. She specializes in transforming complex tech into compelling marketing strategies.