Photography is a tool that allows you to convey the Iowa State University brand in an interesting and thought-provoking manner. A strong representative image that encapsulates the content of your print or digital marketing piece can easily become a headline or the introductory sentence of your design. Identify the purpose of the piece; photography should be used to complement that content/message as well as a tool to create an emotional connection to the piece.
Images used in marketing and promotion should clearly align with the message you wish to convey. Poor quality and poorly composed images can do more harm to your message than good. Images that are low resolution, out of focus, too dark or too light should never be used. In the absence of high quality, interesting photographs, consider graphics or illustrations. Stock images should be considered as a last resort after exploring all other options.
The following guidelines should be taken into account when selecting photography:
- Choose photos with a unique angle
- Consider shooting from a height other than eye-level.
- Consider rotating the camera slightly for a more interesting perspective.
- Images should have a visually pleasing composition and be cropped in an interesting way
- Always consider if subjects or items in your frame of view do or do not serve you in communicating your desired message. Consider if you can you zoom in to better focus on the action. Note that zooming typically reduces image quality, so be sure you’re using a camera that produces high-resolution, high-quality images even when zoomed in. If you can’t zoom effectively, move closer to the subject if you can.
- Photo composition should be considered when choosing photos for specific materials:
- Do you need a square, vertical/portrait or landscape format image? If you might need more than one of these formats, be sure to take several photos framed differently to provide options for different uses later.
- Where will text be located within your materials? Can you create a photo composition that visually connects or directs viewers to the text?
- If the image contains text, will that text be legible when the image is printed or displayed at the required size?
- Choose photos with dynamic lighting
- Avoid backlighting your subjects.
- Relocate subjects to spaces with better lighting.
- Consider where your own shadow is and whether it is in your frame.
- Photos should be participatory in nature, as if the viewer is experiencing the event first-hand
- This involves being part of the action and getting into the physical or mental space of the subjects being photographed
- Photos should be action-oriented and not appear staged, even if they are
- Remember the Baroque period! You want the photo to be taken during the action, not before or after.
- No other brands should be prominently presented (large logos on t-shirts, hats, etc.)
- This also applies to recognizable symbols or signifiers (crucifix, pentagram) that may convey a meaning you do not wish to include in your photograph.
- Remember that every element in an image communicates with viewers. Therefore, every element is in the image because it is necessary to convey the meaning.
- Prepare the space to be photographed
- Clear space of water bottles, food, backpacks, coats, trash, etc.
- Ensure window treatments are uniform heights on all windows.
- Bring in extra lights and reflectors if needed.
- Prepare subjects in advance – if possible – to avoid wearing stripes and clothing containing text
- Also consider colors of clothing worn by subjects. Is someone wearing black and another wearing yellow or purple? Avoid combinations of colors that represent other universities in Iowa.
- Watch for clothing with text folds and wrinkles, making new words or nonsense words in images. Avoid text altogether to avoid this distraction.
- Subjects should not be looking directly at camera or appear to be posed
- Avoid group photos in front of monuments or buildings especially when the location becomes ambiguous due to the presence of the group.
- Consider whether an uninformed viewer will be able to identify the setting of the image and if that setting is important to the meaning of the image.
- Aim for authenticity, portraying classes or events as they naturally unfold
- Consider diversity but do not verge into tokenism.
- One image cannot contain all possible diversity; diversity across a collection of images is more authentic.
- Do not photograph children.
- No images of youths under the age of 18 can be used in marketing without expressed consent of youths’ legal guardians. This must be obtained in advance in writing.
- Inform subjects of photography purposes
- If images will be taken for use in marketing during an event, class, or meeting – including off-campus events – all attendees must be informed of the purpose of the photography and given the opportunity to decline to be photographed.
- Consent must be given to use a person’s likeness for promotional purposes. This includes print and digital applications like web and social media.
- If you’re organizing a photo shoot, you must have subjects fill out a consent form available through the university (brand standards website).