Choosing the right images and photographs for IMD materials is a critical part of our brand. This should be considered alongside the copy writing and design concept to ensure all images support both the IMD brand and the message of the material - from program promotion to Faculty insights to corporate communications. The following pages provide guidance for sourcing, commissioning, and selection of images and photographs.
Our photography principles
Photography is an important part of IMD's visual identity. Every photo we take and use to represent IMD needs to capture “a moment” and create emotional connections with our audiences. The images we show play an important role in expressing our brand personality. Here are a few principles to follow when shooting or selecting images:
- Photographs should be natural - not posed or stylized.
- Photographs should be full of energy - to show the fun and excitement of our Movement!
- Photographs should feel authentic - showing real people in real situations, with real expressions.
- Photographs should show the positive emotional benefits participating on an IMD experience.
Taking great photographs
- Consider where/how your photographs will be used – this will help you to decide whether to take a landscape or portrait image. If your photo will be printed, you will need to make sure that it is of high resolution.
- Choose your subject matter carefully – what would you like people to know about your organization, activity or event? How can your photo help you to show this?
- Consider the best composition for your photograph – photographs should have a single point of focus.
- Get the lighting right - natural light tends to look better than artificial lighting. Natural lighting will help your photograph to look fresh and vibrant.
- Your picture should tell a story – Whether your photo is of something specific (such as an event) or it conveys an emotion (such as the excitement and fun of an adventurous activity), it should clearly tell this story.
- Crop images to show the most important part of your picture – When using your photo, you may want to crop the image to give it more impact.
- Get permission for your photographs
Things to avoid
Here are some simple tips for what to avoid when selecting photographs:
- Don’t blend different images in the same image
- Avoid showing unnatural poses
- Make sure that your image isn't too cluttered
- Do not use photographs that lack emotion
- Do not use photographs that are out of focus
- Do not use photographs which lack context
- Do not use images with high-saturation or where the subject is in shadow
- Avoid visible brands, especially as the main focus
- Don’t have floating or flying elements in unrealistic situations
- Do not use low-resolution images
- Avoid overly symbolic and cliched images