By leveraging AI and strategic image search, we align our visual direction with the Midea brand identity, ensuring authenticity and stylistic coherence. This method serves to enhance our creative storytelling.
Important: With the exception of original Midea-commissioned photography, these images are for internal reference only. They are intended to guide the creation of future assets and must not be published or distributed externally.
DISCLAIMER: CONCEPTUAL REFERENCE ONLY
The imagery provided in this document includes concepts generated via AI and third-party image searches to illustrate brand “look and feel.” These images are not licensed for public use, commercial distribution, or social media.
– Usage Restriction: Unauthorized publication of these reference images may result in copyright infringement.
– Proprietary Assets: Only high-resolution fles explicitly labeled as “Midea Owned/Commissioned Photography” conceptual reference materials.
Our brand imagery authentically reflects homes in the global market. It is simple, uplifting, and minimalist, emphasizing lightness and a sense of space.
By prioritizing people and clean aesthetics, we highlight how Midea products enhance everyday moments—creating warmth and positive emotions within our world. Our visual style uses a blend of real-life home settings and studio environments to showcase both lifestyle experiences and intricate product details.
These 4 core principles define the overall look of our imagery style. They are applicable for both emotional and rational imagery. Ingeneral, the overall imagery needs to convey clear focus to the people and the product.
When creating a photoshoot, together with the shooting principles, always keep the 4 core pillars of our imagery in mind. Ensuring a consistent look for diferent regions.
Simple
Simplicity in every details
Simplicity in every aspect of the brand, whether it’s through interior, angles or product. The overall imagery should retain simplicity and minimalist look in every single details.
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Simplicity in home environment and compositionThe overall home environment is minimalist and clear with the product as the primary focus. The overall composition should be uncluttered with props, with a clear view of the product.
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Simplicity in styling and colorsThe styling of the talent is minimal in the overall clothing styles. Clean-cut, with no frills or patterns, it blends comfortable clothes that people wear to relax in their daily home life. The colors are minimal, with a hint of blue in the overall clothing, together with neutral tonal colors.
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Simplicity in angles and lightingThe angles are rational, showcasing the features, shape, and details of the product in a clear manner. The lighting is simple with no high contrast that will detract from the lines of the product.
Lightness
Warm yet airy
Warm natural lighting that creates an authentic mood surrounding the environment, space, people and doesn’t distract from the focus of the imagery. The lightness also conveys openness in space that creates a simple, clear and focused look to the overall imagery.
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Lightness in people’s expressionShowcasing an easygoing expression that creates a lifestyle that is unburdened. It conveys a lightness in their day to day life that has been elevated by using Midea’s product.
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Lightness in space and lightingThe lightness in space means that the overall home environment is clean and neat. Creating a spacious environment that is focused and unstressful. The lighting is warm in tonality and exudes brightness in the overall space.
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Lightness in stylingThe styling of the talents are light with no unnecessary details or props that will detract from the facial expression and interaction of our talent. The overall materials of the clothes are ftting for summer look, with neutral and predominantly light coloration.
Uplifting
Attitude personality driven
Convey genuine self-assurance and ease. The images should show people enjoying the moment and exuding natural pleasure, projecting an optimistic outlook in both lifestyle and various scenarios. These are the emotions that we want to convey when consumers are looking at our people imagery
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Uplifting expression and gesturesThe expression of the talent should feel uplifting and create a sense of ease and peace for the consumer.It projects relaxed gestures that are authentic, yet flled with calmness and confdence.
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Uplifting moments with productThese are moments of utter relaxation that consumers gain through our products. They showcase the positive peace of mind that allows consumers to live their lives without worry, because Midea products elevate and provide a positive infuence in their day-to-day life.
Authentic
Believable relaxing scenarios
Focus on the outcome of using Midea’s product in everyday day to day life situations. Authenticity is important to showcase how Midea product is “Simply ideal” and how it can enhance the life of our consumers.
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Authentic real momentThe real moments in our imagery need to be believable, featuring relaxed and authentic gestures between the talent. The overall mood and feel of these moments should convey warmth and positivity.
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Authentic people and scenariosOur people are never fake; they show real expressions. The emotions they convey should always be believable, with real laughter and interactions between the product and the talents that are never forced.
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Authentic props and environmentThe addition of props, such as food, glass, bowl, carpet, pillows should always fit into the overall home scenarios. With it contributing to the overall story of the scenario and reinforce the environment to be more authentic.
Our imagery model balances emotional and rational aspects of the overall imagery style. It captures the experience and personality of our people and product all the way to the most technical details of our features.
The imagery model encompasses the images that can be created and featured for different brand communications. When creating imagery always ensure that warmth comes through in either the attitude and/or lighting of the environment to convey human touch and uplifting spirit.
Always ensure that the core 4 visual principles are applied to each layer of the imagery model.
| People | Lifestyle Scenario | Product Real-life | Product Experience | Product Studio | Tech feature |
| Showcasing the facial expression that exudes confdence andcalmness from using Midea’s products in their home. | Showcasing the people together with Midea product. The overall imagery should still feel focused with clear product and people. | Product appears in authentic environment with minimal human elements in the imagery. Focused and clear product in a believable environment. | Product in real-life environment with human elements present in the imagery. Focusing on the authentic facial expression of our consumers, together with how the features are depicted in usage. | Consistent product studio quality with lighting and contrast that showcases the product in clear manner yet with dimension. | The technological visualization images help to showcase the product’s powerful performance and structure. The background, highlight colors, and lighting efects should be clear, concise, and intuitive. |
People
Our people imagery focuses on the authenticity of our talent. Always realistic, it conveys emotion and uplifting optimism while capturing our brand spirit.
Through a mix of real-life and studio environments, neutral clothing, and authentic facial expressions, our imagery reinforces a clean, minimalist aesthetic. By maintaining simple styling for hair and styling, we ensure the focus remains on our core brand values.
– Authentic emotion, relaxed expressions in real settings
– Positive energy, capturing moments of life
– Diverse and culturally inclusive talent
– Modern styling - refined yet understated
People don’ts
Lifestyle scenario
Our real-life scenarios must depict authentic moments of consumers in their day-to-day lives. These moments should feel optimistic, confident, relaxed, and believable. This leading visual look focuses on how the Midea product is simply “Simply ideal” fortheir everyday lives.
– Harmony of products in every moment - warm and welcoming
– Focus on the role of the product in the world of the customer
– Spacious environment - modern and light
– Natural integration of blue colors - strong heritage to Midea colors.
Lifestyle scenario don’ts
Product real-life
Midea’s product imagery demonstrates seamless integration into diverse, real-life home environments, showcasing our superior design and inherent quality. Rooted in authentic settings, the visual approach lends an emotional connection that standard product-only shots lack.
– Real home with real product
– Product captured authentically with range of perspective, showing real capabilities
– Surrounding space reinforces the role of the product in the overall composition.
Product real-life don’ts
Product experience - focusing on people
Our product visuals are divided into two main categories: People-focused and Feature-focused. The People-focused approach highlight user expressions using our product in daily life.
– Real facial expressions reflecting the joy of using the product
– Interesting angles from the point of view of the product
– Surrounding space reflecting the minimalist home environment
Product experience - focusing on people don’ts
Product experience - focusing on features
Feature-focused product visuals are captured up-close, emphasizing human interaction with product details. These authentic detail shots illustrate everyday usage of our product with human element such as hands interacting with our product.
– Up-close detail and texture of the Midea product
– Angles that showcase the product clearly
– Human elements (such as hands) to show the product detail in an interesting way
Product experience - focusing on features don’ts
Product studio
Our product studio shots feature Midea products from a clear angle, showcasing the shape and details in materials and textures. The lighting is never harsh, ensuring the overall product appears in soft contrast.
– Focus on product quality, form and material finish
– Consistent background tone unifies the overall product studio shots across different categories
– Strategic light, shadow and angles - highlighting form and functionality
Product studio don’ts
Tech features light background
Product tech feature should be rendered on clean, minimalist light backgrounds to maintain visual clarity and focus.
Render in simplified environments
All technical visualizations must be presented against clean and uncluttered backgrounds.
Highlight key features with adaptive color coding
Emphasize core product innovations through detailed 3D rendering. The color of tech feature lines should be contextually matched to product functions—eg, use warm tones for heating features, blue for technological components, green for eco-friendly attributes, and purple for sterilization or purification functions.
Simplify non-essential structural rendering
Render secondary product structures with minimal detail, ensuring they do not visually compete with the primary product selling points or key tech features.
Tech features dark background
Product tech feature should be rendered on clean, minimalist dark backgrounds to maintain visual clarity and focus.
Render in simplified environments
All technical visualizations must be presented against clean and uncluttered backgrounds.
Highlight key features with adaptive color coding
Emphasize core product innovations through detailed 3D rendering. The color of tech feature lines should be contextually matched to product functions—eg, use warm tones for heating features, blue for technological components, green for eco-friendly attributes, and purple for sterilization or purification functions.
Simplify non-essential structural rendering
Render secondary product structures with minimal detail, ensuring they do not visually compete with the primary product selling points or key tech features.
Tech features scenario
Use real-life scenarios when the product’s function needs contextual demonstration—e.g., a robot vacuum cleaning a room, or an air conditioner cooling a living space.
Use when technology requires scene-based explanation
Apply to visually explain functions like navigation, airflow, or interaction with the environment.
Keep environments authentic but simple
Scenes should feel real yet clean, ensuring the product and highlighted tech features remain the focus.
Tech features don’ts
Overview - Home scenarios environment
Interiors should reflect modern minimalism — clean, uncluttered, and intentionally designed.
The atmosphere must feel warm, inviting, and softly lit, creating a relatable and comfortable mood.
Select items may be accented in Midea Blue or its tonal range for subtle brand cohesion.
Furniture and decor should be thoughtfully placed, with refined details and structured composition for a polished visual narrative.
Overview - Product close-up in home
When showcasing products in a home environment, each close-up should convey authenticity and intention. The product must be placed logically within a realistic setting, positioned from an angle that clearly highlights its key features and design appeal.
Photography or rendering should capture the product truthfully, utilizing natural light to reveal material textures, finishes, and form with clarity and depth.
Home references
Middle East & America
Middle Eastern home
The Middle Eastern home should have a consistent look with our overall home environment. To diferentiate the houses, rugs with Middle Eastern patterns, lampshade shapes, small decor such as jars, and hints of mirror shapes can be incorporated into the scenarios.
American home
The American home should have a consistent look to our overall home environment. To differentiate the houses rugs with cabinets shape, cabinet and door handles, more textured rugs as well as darker blue styling into the overall environment.
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Middle East -
America
