Style and design
Style and design
item is friendly, aesthetic, human, contemporary, innovative, grounded, high-quality and valuable. This is also reflected in the images we use. Besides presenting products factually and informatively, associative imagery is used to convey the company’s high aspirations. Our images always exude tranquillity and authority, whether they focus on people, nature or technology. Without exception, the photos are high-quality in sufficiently high resolution. Key features are interesting subjects or close-ups, good lighting, razor-sharp focus and skilled use of low depth of field. Intentional soft focus or distortions, over-exposure, changes to colour and other special processing effects are to be avoided. Images should appear natural and thus avoid artificially arranged scenes and staged processes. Confident and skilled use of images creates impressive visual communication and thus sets a clear direction in style. A “red thread” can be woven throughout by using red props in the different pictures – but without going over the top!
In order to emphasise the value and skills of item, the people who appear in our pictures should be friendly, tidy and charismatic, and shown in authentic situations.
Care must be taken to ensure that people shown at work are wearing the correct work clothing to comply with occupational safety regulations (safety boots, head gear, etc.).
We place great importance on clarity and aesthetics when presenting our products. However, the plausibility of any technical systems portrayed is just as important. We use a mixture of broad and detailed images, interesting compositions and unusual perspectives to achieve high-quality image design.
Friendly, light ambient colours avoiding dark backgrounds (light these to over-expose them slightly!) show products off to their best advantage. Wherever possible, the key product components should be placed in the “golden section”. Dynamic lines throughout the products add excitement and catch the observer’s eye. Intentional use of low depth of field helps the subject stand out from the background and emphasises it further.
The optimum presentation of aluminium profiles calls for a gradual change of colour from light to dark. Backlight on the profiles creates an optimum light gradation and generates a “warm” atmosphere. In this case, care must be taken to ensure that the lights don’t “bleach” the image (obscuring all detail).
Technical minimum requirements
To ensure that photos can also be reproduced in large formats (e.g. exhibition posters), cameras should have a chip of at least 16 MP. The images should be stored in RAW format and processing performed using a RAW converter. Output is to be set to TIF with 16-bit LZW (lossless) compression. A tonal response curve without jumps should be ensured.