Resources

Photography

Photography can make or break a marketing piece. Therefore it should be powerful and evoke emotion.

When creating materials that use photography, be sure to adhere to the following guidelines:

• Use clean, high-quality, real, honest photography that tells a story and has a clear subject.
• Do not use stock/generic photography (see note below)
• Do not use photographs where people look visibly posed
• Do not use photography where people have un-natural, cheesy expressions or are obviously posed
• Do not use photography that is busy and has no clear focus
• Do not use photographs that are blurry or pixilated
• Do not use photographs where people look dated and out of touch
• Do not use photography that is cliché (i.e. college kids playing Frisbee)

In essence if your photograph is real and not posed, timely and not dated, clear and not fuzzy, unexpected and not cliché then it will be a strong choice that can evoke emotion and be very powerful.

Note about stock photography: We suggest against using stock photography whenever possible, though there are certain times when it is appropriate. The best way to decide if stock photography is appropriate is by asking "is it honest?" Dishonest and generic photography not only doesn't resonate with our audience, it can be damaging to the credibility of the piece.

Usage Rights and Model Releases

When hiring a photographer, make sure you have (in writing) the usage rights for any images that you use. Some professional photographers will grant rights to use in one location only (a brochure, for example). If they are used in other locations, (a website or another brochure) they will want additional fees. University Advancement generally only hires professional photographers who grant the university full usage rights. More information can be found in the "Hiring a Professional Photographer" section of this website.

Model Releases, while not absolutely necessary, are recommended for students who are clearly identifiable in photos used in marketing materials. It is not necessary, say, for a group of students in a class or walking in a group. But if you're going to use a single student in a large photograph or profile, it is recommended.