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05
Photography
Overview
Principles
Style
Treatment
Photography
| Aspect | Guideline |
|---|---|
| Light | Natural and soft, from one direction |
| Color | True to life, slightly warm, never filtered |
| Composition | Subject off center, clear space on one side |
| Crop | 2:1 for headers, 4:5 for cards |
Do's and Don'ts
People
Do
Show people focused on the activity they are doing.
Don't
Avoid models smiling directly at the camera.
Editing
Do
Correct exposure and white balance, then stop.
Don't
Add filters, vignette, or heavy contrast.
Text on images
Do
Place text in a calm part of the frame.
Don't
Put text over faces or busy details.
Source
Do
Commission or shoot images in-house.
Don't
Use stock photos that other brands also use.