A good AI image prompt is a creative brief in miniature. It gives the system enough direction to produce relevant options while leaving final judgment to a person who understands the brand.

Quick answer: Write prompts in six parts: purpose, subject, setting, composition, visual treatment, and exclusions. Reuse approved language and references so each campaign does not start from zero.

Use a repeatable prompt framework

Begin with placement and audience. A website hero needs different space and orientation than a square social post. Then describe the subject, action, setting, composition, lighting, palette, and exclusions.

Example: “Website hero for a regional construction consultancy. Two project managers reviewing plans at an active site. Wide composition with open space on the left for a headline. Natural morning light, navy and warm neutral palette. Documentary photography. No text, logos, or distorted hands.”

Protect brand consistency and rights

Create an approved vocabulary for lighting, color, camera distance, texture, and emotional tone. Use the same few directions across a campaign.

Do not ask for a living artist’s signature style or use employee and customer likenesses without permission. Keep a record of the tool, prompt, source assets, and final edits for important work.

Review usefulness and accessibility

Check hands, tools, uniforms, signage, cultural details, and background objects. Confirm the image leaves enough contrast and open space for copy.

Write alt text that explains relevant meaning in context. Decorative images should use empty alt text so they do not add screen-reader noise.

What to do this week

  1. Name the placement and audience.
  2. Specify subject, action, composition, treatment, and exclusions.
  3. Choose options based on the brief.
  4. Review rights, realism, bias, and brand accuracy.
  5. Add appropriate alt text.

Questions business owners ask

Why do my AI images look generic?

The prompt may describe a topic without art direction. Add business context, composition, point of view, lighting, palette, material details, and emotional tone.

Should we use the first image that looks good?

No. Evaluate it at the final crop and size, check details, and compare it with the campaign message.

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