Images are an essential communication tool in corporate design. They visually represent the attitude and values of a company through style and content, and they are vital tools to differentiate us from our competition.
We are global
We are focused on engineering
We are real people
We are fast growing
Definition of Style
The most important principle is to create a natural, authentic, and friendly atmosphere. Of course, observing these principles still does not guarantee a good photo. The guidelines below create a framework to help you, but they don’t replace the photographer’s own eye for what makes a good image.
Create an authentic situation
Visual imagery is characterized by its authenticity. Situations that affect the viewer as a natural momentary view of everyday life. The camera is pure observer, the actors act independently.
→ No posing and no smile directly into the camera. (be patient, it takes time)
→ Motive (action) must always be comprehensible.
Provide the “state of the art”
The picture world shows the highest level of development in technology and thus conveys the “state of the art” claim. All motifs should also be perceived as “state of the art” by outsiders.
Provide natural light and color balance
The picture world uses natural light and thus supports an authentic effect. Colored artificial light can create a beautiful and attractive motif, but should be used carefully (e.g. the use of flash and other artificial light should be selected in such a way that a natural light mood is not lost).
The color saturation is slightly reduced, we do not want to be overly vibrant with color.
Create a positive feeling
The picture world is characterized by friendly and welcoming motifs. Openness and optimism are the main focus. Cold and threatening situations must be avoided. Friendly colors, bright sceneries, spaciousness and generosity create a positive impression on the viewer.
Depth – involve the viewer
An important pillar of the picture world is the two-layer style, the front and background layer. Either the foreground or background is out of focus. Blurring in the foreground can be used as a conscious interfering element. Through this principle, depth is created, an essential differentiating feature of the picture world. This requires precise planning in advance.
→ Picture detail and possible formats should be communicated to the photographer.
The picture world shows a dynamic and exciting view of the motif. Bold and unusual camera positions or extraordinary picture details achieve a dynamic picture.
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