Photographic  style  guide  

Photography  is  a  powerful  way  to  communicate  our  iden6ty  

Philosophy  

Less  Is  More  Simple,  direct,  and  honest  images  are  the  best  way  to  express  who  we  are  to  our  outside  audiences.  Unless  you’re  illustra?ng  history,  tradi?on,  or  nostalgia,  photography  should  be  free  of  background  or  foreground  noise  and  cluBer.  

More  Is  Too  Much  Be  aware  of  all  the  essen?al  components  of  an  image  before  shoo?ng  or  using  them  in  Massey  communica?ons.  Avoid  using  images  that  are  busy,  too  complicated,  out  of  focus,  low  resolu?on,  or  too  darkly  lit.  

Photographic  style  specifics  Overall  personality  Images  should  be  compelling,  engaging,  inspiring  and  illustra?ve  of  the  energy  that  drives  the  university  and  all  of  our  ac?vi?es.    

They  should  feel  natural  and  not  staged.  When  photographing  people  avoid  straight  to  camera  smiling  shots.  If  more  than  one  person  there  should  be  interac?on.    

Our  imagery  should  be  reflec?ve  of  the  diverse  nature  (ethnicity,  age,  gender)  of  our  cohort  and  staff.  

Where  appropriate,  with  the  people  we  are  photographing  we’d  like  a  ‘brand’  look  in  their  eyes,  a  look  of  wonder,  expecta?on  and  looking  forward  to  a  bright  future.    

Photographic  style  specifics    

Composi6on  Avoid  puOng  the  main  person  in  the  centre  of  the  photo.  Having  the  person/s  to  the  right  or  leR  hand  side  of  the  image  creates  a  more  dynamic  layout  and  allows  room  for  text  to  be  placed  over  the  image.    

Try  to  take  landscape  images  which  will  provide  more  op?ons  for  cropping.          

Effects  One  way  to  achieve  a  strong  look  is  to  use  single-­‐focus  composi?ons  that  hold  the  foreground  or  subject  in  sharp  focus,  while  allowing  the  background  to  go  soR  or  out  of  focus.  

Cultural  sensi?vity  

Be  considerate  of  other  cultures.  Some  examples  are  below:    -­‐  Images  of  a  person’s  back  to  the  camera  can  be  seen  as  inappropriate  (capturing  at  least  part  of  the  side  of  the  face  is  preferred)  -­‐  keep  images  of  faces  intact  –  (the  head  is  considered  tapu  (sacred)    -­‐  using  images  of  Māori  carvings,  marae  etc  where  we  do  not  have  permission  from  the  owner  of  the  work  is  problema?c.    Contact  the  Office  of  the  AVC  Māori  and  Pasifika  for  advice  when  using  Māori  images.    -­‐  Modesty  is  valued  by  Pasifika.    Avoid  imagery  of  women  especially  in  skimpy  clothing    If  you  would  like  further  clarifica?on  contact  masseymarke?ng@massey.ac.nz  

Photographic  style  specifics  Social  imagery    High  res,  compelling  shots  of  the  campus  taken  at  interes?ng  or  unusual  angles  or  composi?ons  for  our  Instagram  page.                    

Image  specs  Images  for  print  should  be  at  least  300  dpi  at  full  size.  Images  for  electronic  or  digital  should  be  72  dpi  at  full  size.  Image  size  and  width  will  vary  based  on  image  placement  but  generally  is  measured  in  pixels.  

Our  brand  

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