Insurance is about people: about connection, comfort, and care. The imagery that represents it can tell that story in powerful ways. From everyday family moments to scenes of calm and security, the right photos can help bring that feeling to life.

If I were curating a visual library for an insurance brand, I’d look for images that feel human, honest, and hopeful.

Think: a mom laughing in bed while feeding her baby, or kids taking over the living room.

Because “coverage” doesn’t just mean safety — it’s comfort, connection, and the moments you don’t want to lose.

Think: A family walking barefoot on the beach, a kid’s first steps toward the water, the bridge in the background.

Insurance isn’t just about emergencies — it’s about the milestones worth protecting.

Think: A dad applying sunscreen to his daughter’s nose.

Protection can be gentle. This kind of image says “care,” not “crisis.”

Think: Grandparents, kids, and grandkids under the same roof — or same picnic blanket.

Multi-generational imagery grounds abstract ideas like “legacy planning” or “life coverage” in something we can feel.

Think: A man in a straw hat looking out at his barn, or a family flying a kite in the open field.

These images quietly say: “homegrown stability.” They appeal to both rural and suburban audiences without feeling performative.

Think: Warm light through the front door, kids playing in a cozy living room, a kitchen that looks lived in.

Instead of sterile interiors, use homes that look real — spaces that breathe, with mismatched pillows and personality.

Think: A child running with a rainbow kite, a couple hiking, someone jumping into a lake.)

Movement conveys vitality and reminds viewers what they’re living for.

Think: A hot air balloon floating above a city, or even ducks gliding in perfect formation.

Metaphors for freedom, protection, and balance — but executed with real photography, not clip-art energy.

Think: A parent in a park, a kid laughing mid-hug, people out for a morning run.

For wellness or life insurance campaigns, choose moments that celebrate energy and optimism instead of polished gym shots.

Think: Someone checking an app while laughing with a friend, or using a tablet in a cozy home office.

Insurance tech should feel human-first — design and imagery can remind users it’s built for their lives, not just their data.

Because some classics deserve to stay. When done right, humor and visual metaphors (like the infamous ducks) make a brand instantly memorable.