Brands redesign hero images in Figma. 🔍 The buyer judges that image on a search
By Jaspinall · October 30, 2026 · Curated by George's Blog
Brands redesign hero images in Figma.
🔍
The buyer judges that image on a search page, next to 6 competitors.
Design it where it gets judged.
On today's master class we didn't touch a single image until we pulled up the search results for the main keyword.
Here's the process:
Search your main keyword → screenshot the top 6 → list what every hero shows → list what none of them show → put that gap on your hero
That gap is your differentiator.
If all 6 show the product alone on white, same three-quarter angle?
⤷ Show yours with the one feature they hide, big enough to read.
If all 6 lead with the same spec?
⤷ Lead with the spec they skip. Matching the crowd makes you invisible.
If nobody shows color options?
⤷ Show all of yours. That's a free win.
It's a short exercise and it changes the brief completely.
The designer stops asking "how do I make this pretty?" and starts asking "how do I make this the obvious pick on this page?"
Who should skip it: nobody. Even a brand-new category has a search page.
What to write down for each of the 6:
→ the angle and background
→ the one claim on the image, if any
→ how many colors it shows
→ whether you can read the text at thumbnail size
Patterns jump out fast. Six heroes on white at the same angle, all leading with the same spec, none showing color. Every one of those is a gap you can own.
The risk: copying the leader. If the top seller's hero works, matching it makes you the second-best version of them. Find the thing they skip.
Never optimize in a vacuum.
Do this: before your next image brief, attach a screenshot of the top 6 results and one line that says "nobody shows ___. We will."