Photography Dos and Don’ts


  • 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 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 photography can be used to complement full-color images or as a background element. Use the color values below to guide your editing processes.

The Academic building with a maroon duotone overlay

Maroon Duotone

Shape: C=15 M=100 Y=39 K=69
Image: C=52 M=100 Y=90 K=90

The Academic building with a charcoal duotone overlay

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.

  1. Create a Brightness/Contrast adjustment layer. Increase the contrast to get rich blacks and sharp highlights.
  2. 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.
  3. Output the image in the appropriate color mode. RGB for digital, CMYK for print.
Photo of an Aggie student bagging corn in a field, the image shows the difference between a color corrected image and the original

Original vs. Adjusted