Photography Best Practices
The photography style should feel modern, diverse and natural. Whenever possible, show the subject in action and interacting with relevant props. The action should feel spontaneous and realistic. Each photo should feel like a glimpse into the real world of Texas A&M.
Photography Dos and Don’ts
Do:
- Do aim for realistic and candid photos
- Do show subjects engaged in activity
- Do have working/studying subjects appear focused and studious
- Do show a clear purpose/topic for working/studying photos (genetics, meteorology, etc.)
- Do have recreational photos that are inclusive and lively
- Do have subject dressed normally or in appropriate attire for the activity shown
- Do show populated and active campus/building shots
- Do show a range of compositional techniques across the entire photo library
Don’t:
- Don’t over-stage subjects
- Don’t have subjects interacting with or looking at the camera (except portraiture)
- Don’t show subjects unengaged with their setting (except portraiture)
- Don’t show generic studying shots where the purpose/topic isn’t clear
- Don’t over-brand subject’s clothing
- Don’t show sedentary, unengaged subjects
- Don’t use flat, one-dimensional compositions
- Don’t over-light scenes
Tone-on-Tone
Tone-on-tone photography can be used to complement full-color images or as a background element. Use the color values below to guide your editing processes.
Maroon Duotone
Shape: C=15 M=100 Y=39 K=69
Image: C=52 M=100 Y=90 K=90
Charcoal Duotone
Shape: C=67 M=63 Y=63 K=57
Image: C=87 M=79 Y=80 K=73
Color Correction
There are a few simple steps to creating consistent, rich photography for use across all marketing materials. The specific values will vary depending on the original image, but the idea is to create a warm, crisp image with clear contrast and vibrant color.
- Create a Brightness/Contrast adjustment layer. Increase the contrast to get rich blacks and sharp highlights.
- Create a Color Balance adjustment layer. Add warm tones and reduce cool tones for highlights, midtones and shadows. Be careful not to oversaturate. The colors should still appear natural but have a subtle warmth.
- Output the image in the appropriate color mode. RGB for digital, CMYK for print.
Original vs. Adjusted