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The imagery of “Wer liefert was” is a powerful tool that helps us communicate our product and our brand values, position ourselves and distinguish ourselves from others. Photos should document an experience for the customers (or employees) in an authentic manner so that they can identify with it.
Always try to show authentic environments, natural light, and real people in their working environment. Use images that explain and were made intentionally for the purpose. Tell a story. Spark off curiosity and a desire to engage.
Yes and No
The concept is understandable
A clear concept shows an authentic scene with real people and not “models”. The image doesn’t depict a staged photoshoot but a recording of a real scene in natural light.
✓ Yes.
A clear concept in an authentic environment and natural light. The gestures and facial expressions of the people reflect reality and don’t appear staged.
— No.
The image was brightened, and the protagonists are models and do not inhabit the same context. The image shows a generic situation and has no depth
Don’t use stock photos if possible.
Use only images that tell a real story and have a distinctive voice.
For specific circumstances, use particular images. For more abstract content, you can be more interpretive.
Don’t use stock photos. Stock photo imagery and clip art is neither specific nor interpretative.
✓ Yes.
The image shows a real scene.
— No.
The image detail is taken out of the context and is therefore generic and meaningless.
Tell a story
Create a compelling story and generate a sense of context. Make the mood friendly and accessible. What is the story that the image is supposed to underscore? What is the atmosphere like? Focused? Solemn? Is the company small or large?
✓ Yes.
The image shows a real scene with a clear relationship to its environment.
✓ Yes.
The focused product is in relationship with its environment. Image depth through clear sharpness and blur.
— No.
A picture whose story is missing cannot convey mood, brand or context.
— No.
A motif detached from its context is uninteresting.
References
Use a standard image format for reference portraits. The hexagon shape is reserved for service packages.
✓ Yes.
Use a standard image format for reference portraits.
— No.
The hexagon shape is reserved for service packages.
Aspect ratio
To ensure coherence, images should always be cropped in a standard aspect ratio. The following aspect ratios are recommended:
- 16:9
- 3:2
- 4:3
- 1:1
- 3:4
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Text on images: Ensure readability
To ensure the legibility of text on an image, we use a transparent gradient which sits on the screen. It is a semi-transparent black gradient. The text that sits on it is white.
To ensure that the transparency gradually fades out, the value of 50% is pushed to 1/3 of the distance from the 100% mark.
The transparency is usually set to approx. 30-70%. This can vary depending on the image..