What’s in an image?

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There’s no denying the power of the written or spoken word in marketing and communications but sometimes it’s the image that truly defines a message. Whether it’s a photograph online or an illustration in print, a carefully chosen words sometimes cannot. Images can also draw people in to a story, improve aesthetics of a layout or bring attention to a message’s call to action. The key to using images—which aren’t limited to photos—effectively is to

image can reinforce messages or simply serve to convey feelings or emotions that

understand what makes an image impactful. Then, images should be chosen

with careful consideration of purpose, technology, rights and royalties, budget, size, optimization and other factors in order to ensure that the use of images is strategic, cost efficient and successful.

The power of an image

Believe it or not, choosing an image that is most effective with your message

and intended audience has a little to do with psychology and the way the mind

interprets or relates to an image. Given a basic understanding of this psychology or make sense with a message in the mind of a reader or viewer.

enables communicators to choose images that not only look good, but feel good

The ability to construct meaning from visual images in advertising and other

communications is sometimes referred to as “visual literacy”1 and the practice to as “visual communications.” Together, this skill and practice prove that the content encountered on the Internet, on television and in print is not limited to text for a reason. Images make it possible for us to2: Understand

of using images to strategically assist messaging in communications is referred

Sometimes it’s just easier to explain something in pictures than it is in

words—like a color or how to assemble a prefabricated shelf. Additionally, as the world continues to become faster paced, people expect to gain information and knowledge quickly. Too much text can overwhelm, confuse or bore the mind. Images help to not only break up text but

can illustrate a point or a product faster, and in less space, than can be

explained in text. Images use understanding to reinforce a message; if an image conflicts with the understanding offered to the audience in text, a

1 Bamford, Anne. “Visual Literacy.” Adobe Systems Inc.,. Web. 12 Feb. 2010. <http://www.adobe.com/uk/education/pdf/adobe_visual_literacy_paper.pdf>. 2 McInnis, Debbie. “How to Use Imagery to Create a Memorable Message.” MarketingProfs: Marketing Resources for Marketing Professionals. Web. 11 Feb. 2010. <http://www.marketingprofs.com/tutorials/macinnis1.asp>.
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Formats, copyright, design and placement

the message,” explains professional photographer and designer, Annette Hartman.3

Make sure any image your business or organization uses serves a purpose by addressing these considerations. Images should hit on an emotion you the subject of your text or illustrate a service that you offer. Remember

wish to convey, focus on a product you sell, demonstrate directions, show

Research has suggested that 72 hours after seeing a message presented

with images, 65% of people can recall the message, compared to only 10% recall in people who have seen the message presented with text alone.4 someone recall points made in a brochure or in an article, but from a Perhaps it’s not entirely important to your business or organization that

marketing standpoint this tactic can be key. Help audiences remember your brand, Web site, product or message by choosing images that connect the to convey. Experience dots between the written or spoken word and the message you are trying

Especially online, it would be difficult to sell a product to a consumer

without showcasing photos of the product. Photos set expectations and allow consumers to feel more informed about the purchases they are making by letting them experience or interact with a product in a small

but important way prior to the point of sale. Images also have the ability to spark our imagination in ways that text sometimes can’t. For instance, text ever could. In seeing the experiences of others, the mind is better

a photo of a happy child better conveys the experience of that child than

able to envision itself in these same experiences. Visualizations from these experiences can increase the emotional impact of text or prompt a strong desire to become the subject of an ad with the belief that purchasing a product or service is all a person needs to achieve that experience.

These three psychological factors work together in the minds of audiences to

make sense of the messages they encounter. For a business or organization these

3 Hartman, Annette. “Interview with Annette Hartman.” Telephone interview. 17 Feb. 2010. 4 “The Importance of Pictures.” The lawyering survival guide | Lawyerist. 14 Jan. 2010. Web. 12 Feb. 2010. <http://lawyerist.com/the-importance-of-pictures/>.
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disconnect occurs. “Any image that people can’t make sense of construes

factors can mean the difference between a browser, a buyer, a bystander or a brand champion.

Strategically selecting an image

Beyond psychology, the strategy of selecting images for use in any medium goes much further than addressing whether or not an image makes sense for your a great image. Hartman suggests that the best images follow the most basic guidelines of

audience and message. Selecting images also requires knowledge of what makes

photography. “Images should be framed in some way, something should be in lines also help in creating aesthetically appealing guides for the eye while composition.”5 Specifically, the guidelines Hartman refers to that make for the best image include6: Point of interest

the image to draw the eye to the subject of the photo,” says Hartman. “Leading other guidelines can convey different meanings or emotions as can the overall

Every good image has a specific idea, topic or subject to which a viewer’s attention on the point of interest so it alone is emphasized. Images that to the viewer.

eyes are attracted. Other elements in the image should support and focus

lack a point of interest or contain multiple points of interest are confusing

Subject placement

Amateur photographers often assume that the subject of a photo should be in the center of a photo. While this may hold true for headshots and

close-up images like product images, it’s not necessarily true of all images.
5 Hartman, Annette. “Interview with Annette Hartman.” Telephone interview. 17 Feb. 2010. 6 “Basic Photography Techniques - Photographic Composition, Center of interest, Subject placement, Simplicity, Viewpoint and camera angle, Balance.” Photography Composition Articles Library. Web. 20 Feb. 2010. <http://photoinf.com/General/NAVY/Photographic_composition_Balance.htm>.
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In photography, the basic rule of subject placement is called the principle of thirds. This rule is based on the fact that the human eye is naturally drawn to a point about two-thirds up a page. Good images include the in the center of the image, as illustrated here:

point of interest located around one of the intersection points, rather than

Perspective Perspective is essentially the way real three-dimensional objects are

represented in an image that has a two-dimensional plane. Perspective can serve to give viewers a sense of relationship of objects to one another or to a vanishing point or horizon line. Perspective is also used to create the

illusion of lines—known as leading lines—that use subjects to draw the eye to the point of interest in an image, like this image below. The city skyline draws the eye to the woman:

Balance

Balance in image composition is what makes images appear harmonious. Each element of an image has a certain amount of value in respect to all

the other elements. For example, objects in the upper part of an image can seem heavier than objects of the same size in the lower part of an image, or intensely interesting objects can seem to have more compositional weight. Like this:

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In general, balance can refer to symmetrical or asymmetrical balance. • Symmetrical balance Also known as formal balance, this is achieved when

elements on both sides of an image are of equal weight. The idea of formal balance can be related to a seesaw;

when there are two equally weighted objects on the seesaw and they are equal distance from the pivot point the board will be in balance. • Asymmetrical balance

Asymmetrical balance, sometimes called informal balance, is when the imaginary central pivot point is still presumed to be present; however, instead of mirror images on each in size, shape, weight, tone and placement. Balance is

side of the image, the subject elements are notably different introduced when the presumed weight of two or more on the other side of the imaginary pivot point. Contrast

lighter objects is equalized by a single heavier object placed

Contrast of colors, tones and textures in imagery can emphasize certain parts of an image or direct a viewer’s attention to the point of interest.

In black and white images, contrast is considered the difference in subject

tones from white to gray to black or from the lightest tone to the darkest below example shows how a photo’s focus can be used to create contrast with color:

tone. In color photography, the use of different colors creates contrast. The

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Framing

Framing is also a guideline used to direct the viewer’s attention to the

primary subject of a picture. Positioned around the subject, a tree or an

archway, for example, can create a frame within the picture area. Subjects emphasized. It should be noted that an element used as a frame should not draw attention to itself, or serve as the subject of interest in and of

enclosed by a frame become separated from the rest of the picture and are

itself. Ideally, the frame should relate to the theme of the picture. As an day:

example, the picture below shows two trees framing the sun on a snowy

Bottom line, not only is there psychology behind images there’s science behind them, too. In understanding what makes a good image, your business or

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best for your message and your audience.

Types of images

The use of images is not limited to photographs. The term7 also includes logos,

icons, illustrations and other graphics—some of which are referred to as vector and a vector image is the shape. Photographs are comprised of tiny dots called pixels. When photographic images are altered incorrectly or displayed at an

graphics or images. Technically speaking, the difference between a photograph

inappropriate size, these pixels can become more evident and the actual image less clear to the eye; in other words, the pixels are responsible for the overall

resolution of an image. Vector images are comprised of solid lines and curves, and generally speaking, can be reproduced multiple times in all different sizes with little to no apparent effect on quality.

Obtaining images

Once upon a time, the only hopes any business had of obtaining images was to hire a photographer or purchase stock photos. Today, with opportunities made

possible through the Internet there are more options for finding images than ever before. When seeking images for your business’s communications, there are four primary options: In-house imagery, professional photography, stock imagery and creative commons imagery. Depending on your budget or needs, one or more of

these options may be a good fit. Each option also has very specific approaches to legal liability for using images that are not owned by the user. In-house imagery This refers to photographs captured, or illustrations created or drawn by

licensing and rights that should be considered prior to purchase in order to avoid

employees within your business or organization. In-house imagery is a good option in that the photographer or illustrator is more likely than an outside

source to have a solid grasp on the brand and culture of an organization and is Another attribute of in-house imagery pertains to image rights—they belong to your organization and no additional royalties will have to be paid or rules followed each time an image is used or reproduced.

assumed to be available on the fly to capture organic moments as they happen.

However, many businesses and organizations make the mistake of assuming

that this is the cheapest way to go. In reality, in order to create quality images your business will need to invest in camera equipment, lighting and photo or

image editing software like Adobe® Photoshop or Illustrator. These items alone
7 Hartman, Annette. “Interview with Annette Hartman.” Telephone interview. 17 Feb. 2010.
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organization is supplied with the knowledge to use images in ways that work the

can run up an initial bill of a few thousand dollars easily, without factoring in the time employees will need to staff events or edit images. What’s more, unless the employee charged with taking photographs is experienced, quality can be compromised and greater time allocated to accommodate for the lack of knowledge.

Sam Ogden, staff photographer for Dana-Farber Cancer Institute, shares a few pointers for avoiding that amateur-ish look when capturing images in-house8: 1. Consider angles—it’s the easiest way to bring interest to a

potentially boring photo. Avoid standing two people side by side; instead have people angle toward one another. Take an award stage angle. 2.

photo from behind the stage instead of the more obvious front-ofAdd objects—it can frame a photo and bring context to it in one

fell swoop. For example, if Ogden is photographing lab technicians, he’ll make sure there are test tubes or lab equipment in the photo somewhere, too. 3. 4. illustrate who is being affected by your organization. Take your time—photography requires patience.

Get the emotion in action—use photos that were taken candidly or

If a business or organization is willing to make an investment in the proper especially for small businesses and nonprofits. Professional photography images. Like the in-house option, hiring a professional offers the ability to specific to that business or organization. If your business or organization is

equipment and professional training of staff, in-house imagery is a viable option

In this option, a business gets an experienced professional to capture or create customize images by capturing the actual individuals, products or equipment

hoping to use images of your own products, services or facilities, professional style should opt for this route.9

photography is often necessary. Hartman also suggests that brands with a unique

Usually professional photographers are brought in to do one of two things: an event. In general, staged photo shoots can be labor intensive and have additional costs, such as experts to assist with hair, makeup, display, food,

Photograph a staged photo shoot of a person, object or place, or to photograph

transportation or clothing. Event photography can be more straightforward as

8 Miller, Lindsey. “4 techniques for spicing up corporate photos.” Ragan.com. 11 Feb. 2010. Web. <http://www. ragan.com/ME2/dirmod.asp?sid=&type=gen&mod=Core+Pages&gid=EA21BB8C2E90424ABA40CB8581A9E05D>. 9 Hartman, Annette. “Interview with Annette Hartman.” Telephone interview. 17 Feb. 2010.
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it lends itself to a “photo journalistic style” or more natural images. That being said, each shoot is unique and elements like lighting, models or even weather will ultimately impact price, timing and product. So, keep in mind you’ll want to ensure you’ve considered all the costs affiliated with the shoot and understand the rates and deliverables provided by the professional photographer.

The major difference between a professional photographer and an in-house

photographer usually comes down to copyright license, skill and equipment.

The rights to photos are usually dependent upon the rate or package and many professional photographers require attribution or watermarks on any images used, even though your business paid for them, unless otherwise specified in photographer. And finally, when seeking professional photographers ensure they have

a contract. Skill and equipment are often of a higher caliber than an in-house

experience photographing within your industry or in a purpose similar to your

overall image objectives. Ask for recommendations and requests for proposals, has garnered. Stock imagery for purchase by businesses and organizations to use for marketing and communications purposes. Hardcopy photographs from stock houses like However, there are stock image sites, like www.iStockPhoto.com and

and be sure to review samples of work and placement in publications their work

Stock images are generic photographs or illustrations that have been created

Getty Images® can be just as expensive as hiring a professional photographer. www.ShutterStock.com, that offer a seemingly endless variety of digital files animations and more.

for fees ranging from $1 to $50 and include photos, vector images, b-roll video,

Hartman, although a professional photographer by trade, explains, “It’s just more cost effective to buy stock. It’s cheaper, it’s faster, the rights and royalties are cut and dry.”10

Hartman goes on to explain that most stock photo sites offer better deals for

purchasing in larger quantities—something traditional stock houses don’t usually offer. Additionally, payment for images includes limited rights to use the image for business use and reprint. Purchase is considered agreement. There’s no additional paperwork or monitoring after the initial terms have been read.

10 Hartman, Annette. “Interview with Annette Hartman.” Telephone interview. 17 Feb. 2010.
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The risk organizations run when using stock imagery is that it might not be unique and millions of other people have equal access and rights to the same images. Also, while the licensing and rights issues are often less stringent, the

rights vary by stock provider and by photographer. So, reading the fine print and against legal action. Creative Commons® imagery

using the photo purchased specifically for its intended use is important to protect

Creative Commons is a nonprofit corporation based in San Francisco, Calif., that is dedicated to making it easier for people to share and build upon the work of legal tools to mark creative work with the freedom a creator wants to carry so new.11

others while respecting copyright. It does this by providing free licenses and other others can share images, use them commercially or use them to create something

Creative Commons images are free and most often obtained from photo sharing sites like Flickr™. The benefit of choosing images from Creative Commons is that there really is no cost incurred in obtaining them.

If your business or organization would like to consider this option, start by going to www.flickr.com and conduct an advanced search of keywords potentially relating to the desired image and mark the box “Only search within Creative

Commons-licensed content.” Then, choose an image that strategically meets your levels of licensing and corresponding demarcation as follows12:

objectives and has the appropriate licensing. Creative Commons lists the different

Attribution: Users can copy, distribute or alter an image as they wish just so photographer.

long as they give credit to the original source in the manner requested by a

Attribution Share Alike: Users can alter images to create new images as long as

users allow others to use the new image under Creative Commons licensing, too.

Attribution No Derivatives: A user is free to use images with this demarcation as long as the image is not altered in any way.

11 “About-.” Creative Commons. Web. 12 Feb. 2010. <http://creativecommons.org/abouts/>. 12 “Licenses -.” Creative Commons. Web. 12 Feb. 2010. <http://creativecommons.org/about/licenses/>.
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Attribution Noncommercial: Generally speaking, avoid images with this demarcation. It basically means images cannot be used for commercial use by businesses.

Attribution Noncommercial Share Alike: Lets users build upon or change images for noncommercial purposes as long as credit is given and new creations are licensed under identical terms.

Attribution Noncommercial No Derivatives: This license is often called the “free

advertising” license because it allows users to download images and share them with others as long as they mention the creator and link back to them, but they can’t change the images in any way or use them commercially. Images from Internet search engines

This way of finding imagery is only included in this paper to say “Don’t do it.” It’s not surprising that due to limited resources or inexperience with copyright law searching the Internet for images is a path often taken. However, not only is this practice unethical, the potential legal costs could put a business, out of business. No matter which option your business or organization ends up pursuing, hopefully two things are clear: Images should be chosen with purpose and

consideration and any time an image is used, it should be used legally in a way

that either pays up front for usage rights or royalties, or credits the photographer. In abiding by these basic guidelines, your business or organization will be well on its way to effective imagery in print or online. Releases to obtain permission to use the photo from the people pictured. Release

One last note to take into consideration when selecting photos: It’s necessary forms primarily serve to protect the photographer or business from requests

for payment to the individuals captured or the rights to photographs, files or violated by not being asked consent or told a likeness would be used. � Typically, permission releases are only required if a business chooses to use internal photographers or hires professionals—stock images and Creative Commons images are assumed to have obtained releases and the original

negatives. Legal action can also result when a person feels that privacy has been

photographer is liable if otherwise. Plan ahead when obtaining photographs or

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images and bring release forms to be signed the same day an image likeness is captured. These release forms are a written agreement between13: 1. 2. 3. Your business or organization and the person you are photographing. minor child you are photographing. Your business or organization and the person who owns the property you are photographing.

Your business or organization and the parent or guardian of the

Typically, releases are only required if someone’s face is featured prominently a parent’s signature). Crowd shots or shots that don’t include clear views of a

or a child has been captured in an image (in which case a release would require person’s face don’t always require consent. Industry best practice dictates that the purpose of advertising or marketing noted on the release—this includes online, etc.

forms should be sought prior to photographing or reproducing an image with

indicating the images may be used in advertisements, newsletters, news articles,

Below are standard samples of wording for such releases, keep in mind that before creating your own release your legal team or a lawyer should be

consulted—each state has different laws or contract consent ages, and industries processes that will need to be addressed. Sample Release Language I

such as health care and government have much more complex privacy concerns or

I hereby consent to and authorize the use and reproduction, in print or of Company], of any and all photographs which have been taken on

electronic format by [Name of Company] or anyone authorized by [Name this day for any publicity purpose, without compensation. All images--

electronic, negatives and positives, together with the prints, are owned by [Name of Company]. I hereby acknowledge that I am 18 years of age or older and have read and understood the terms of this release.14 Sample Release Language II

I hereby grant [Name of Company] permission to use my likeness in a without payment or any other consideration.

photograph in any and all of its publications, including Web site entries,

13 “Photography Release Forms - LoveToKnow Photography.” Photography tips | Camera instructions. Web. 12 Feb. 2010. <http://photography.lovetoknow.com/Photography_Release_Forms>. 14 “General Photo Release - Office of Marketing Communications - Ithaca College.” Ithaca College, Ithaca, NY. Web. 12 Feb. 2010. <http://www.ithaca.edu/marcom/docs/photorelease/generalrelease/>.
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I understand and agree that these materials will become the property of [Name of Company] and will not be returned.

I hereby irrevocably authorize [Name of Company] to edit, alter, copy, [Name of Company’s] programs or for any other lawful purpose. In including written or electronic copy, wherein my likeness appears. related to the use of the photograph. I hereby hold harmless and release and forever discharge [Name of

exhibit, publish or distribute this photo for purposes of publicizing the addition, I waive the right to inspect or approve the finished product,

Additionally, I waive any right to royalties or other compensation arising or

Company] from all claims, demands, and causes of action which I, my heirs, representatives, executors, administrators, or any other persons acting on my behalf or on behalf of my estate have or may have by reason of this authorization.

I am 21 years of age and am competent to contract in my own name. I contents, meaning, and impact of this release. Besides legal protection, release forms can give a business or organization

have read this release before signing below and I fully understand the

the opportunity to use and collect images for future use—expanding on the

possibilities for future imagery and potentially making the next round of strategic image selection an easier process. Consider putting the use of permission forms in place today.

Editing images

Images often require editing that may range from simple touch ups, cropping

or resizing to extensive color alterations, layering or special effects. While most

computers and some digital cameras come with very basic photo editing software, any business that intends on using images online or in print will likely require a more robust application. Consider outsourcing photo editing to a graphic artist or bringing that work in-house using a high-powered and versatile editing software like Adobe Photoshop and training staff to use it. File formats

The foundation of any editing lies in the image’s file format. It may seem as if are a wide variety to choose from, each option has a specific purpose and/or perfect its presentation.
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there are as many file formats as there are images in your library, and while there medium. Images should be formatted based on intended use and then edited to

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File formats come in two primary compression categories that impact overall size, resolution and quality when taking an image from its native file to an alternate format: Lossless compressions: When an image is compressed with this

algorithm, the file size is optimized without sparing image quality. Therefore, when image quality is valued above image size, seek a file format that uses this algorithm.

Lossy compressions: When an imaged is compressed with this

algorithm, aspects of the file that are practically imperceptible

to the human eye are removed to decrease the overall file size. The most common image files are JPG, GIF, TIFF, RAW and PNG files15. • JPG Compression: Lossy Best for: Photographs; Web

JPG images can compress in a small file size while retaining great image quality, yet the more compressed a JPG becomes the more pixilated the image will look. • GIF Compression: Lossless Best for: Graphics; Web

GIF files are formatted for illustrations or graphics that are limited in color, like graphs or cartoons, compared to the many varying and you should never save a photo as such. • TIFF Compression: Can be lossless or lossy Best for: Photographs; print

shades of color found in photographs. The GIF can also be animated

This file format allows for the least quality lost in an image when converted from its native format compared to a JPG. However, it results in a larger files size and should therefore not be used for Web images. • RAW Compression: Lossless or near lossless Best for: Photos

RAW files are considered to be “pure” or “original” files in that they come directly from the digital camera that produced the images. This file name varies slightly by camera manufacturer.

15 “Digital image file types.” Wake Forest University Winston-Salem, North Carolina. Web. 20 Feb. 2010. <http:// www.wfu.edu/~matthews/misc/graphics/formats/formats.html>.
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PNG Compression: Lossless Best for: Graphics; photos

Produces smaller files and more colors than a GIF. If you want to display a photo on the Web with little to no loss, PNG is a good option. Be warned, though, not all browsers support this file. Cropping and resizing

Editing images by cropping and resizing ensures that a good image becomes a portion of an image and abide by certain best practices. Generally speaking when cropping, images should be cropped to show or

great one. These actions make it possible to save space, focus on the most critical

frame the most critical or sensible aspect of an image. After cropping images, you simply resize your image in your Web editing software or with HTML, for example, the image may appear distorted or impact the HTML code.

they should be saved to the exact size required for use via editing software. If

The standard resolution for images used online is 72 dots per inch or dpi while the standard resolution for print is 300 dpi. These measurements have nothing to do the resolution and overall file size. with the size of an image in terms of width and height and everything to do with

As you are required to change the size of an image, keep in mind that you should never scale photographs—this makes images prone to pixilation or distortion. Instead, resize. Also, for digital use of hardcopy images, scan the hardcopies at 600 dpi to ensure resizing is feasible with the least pixilation. The dpi option is usually found under the file menu category—resolution. Always save as a TIFF before saving as a JPEG to ensure little data loss during compression. Additional notes on Web images •

Use the ALT attribute. Sometimes known as ALT tags, this is short descriptive text in the code of a Web page that describes what a in identifying your image, it helps those accessing your page or them what they would otherwise be seeing.

viewer will see in an image. Not only does this assist search engines

e-mail in browsers or readers that can’t download images by telling • When placing images online, keep in mind how the human eye

tends to approach the Web: Eyes usually start in the upper right-

hand corner of a Web site and scan down the page in ‘F’ pattern. through the text.

Place images in ways that compliment this habit and guide the eyes

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• •

Make file names descriptive and keyword rich. Use image captions.

Additional notes on images for print •

There’s no rule that says images need to be square—play with the text as a way to frame an image or remove the background of choose. an image using photo editing software and place wherever you

Print mediums often offer much more flexibility in terms of the

space you have to work within when placing images and text. Use text to prevent information overload. Additional notes regardless of the medium •

images appropriately to tell a story and to break up large blocks of

If you are taking your own photographs with a digital camera,

select the camera setting that offers the highest resolution possible and direct the camera to store photos in an uncompressed format. • Place images within text in a visually appealing way. Think of in reference to the text or other content shared.

multiple images as storytellers—include them in logical progression

Storing images

Holding on to images for future use is a great example of why your business or

organization should consider establishing a photo library. Photo libraries can help manage the organization of images to track which images have been used, how and what licensing rights pertain, along with images on file that may not have

been used yet. What’s more, photo libraries allow a consistent storage system and a centralized location for easy access, and they hopefully prevent employees from saving outdated, overused or replicated images in multiple locations, or worse, purchasing the same photo from stock sites over and over. Depending on how large a collection of photographed, purchased, and downloaded photos is, a system of establishing a library will vary. Smaller

collections may do well in a simple folder structure stored (and backed up!) on a and potentially even the purchase of specific photo library software. While creating folder structures, keep the following tips in mind: •

computer or server. Larger collections will require more intricate folder structures

Begin with an empty folder for all images and then build additional folders within this folder to house images based on categories. In the early stages of building image libraries, categories should be very broad. For example, a nonprofit organization may start with
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categories of events or programs and an advertising agency may start categorizing by client or campaign. Then, create as you go along.16 • categories within the categories—getting slightly more specific

You know you’ve chosen optimal categories when each photo fits that don’t overlap. Additionally, make sure that these categories same judgment about where images belong17.

only within a single category. The folders must represent categories are obvious and intuitive enough so that everyone would make the

As photos are saved, tag each photo with keywords, found in the property settings of a file or integrated with the use of Adobe® used in a campaign would first be stored under the client or

Bridge, for ease of searching. For example, an image of a product campaign folder, then perhaps a generic product folder with the the name of the product, the predominate color depicted in the photo, the photographer or source, the location, licensing, etc. and create a less static way of looking for photos. •

product name in the image itself, but tagged with descriptors like

Keywords ultimately serve to search and sort by very specific terms

Also be sure to save photos in their original uncompressed format, optimized in other ways in the future.

in addition to all variations of uses, so that images may be used and

Enjoy the results
they are also more likely to draw attention to the works in which they are true, especially in today’s fast paced society chock full of visual learners. images strategically today.

Images that have been chosen with care and knowledge are not only more

likely to improve communications materials and channels online and in print, featured. “A picture is worth 1,000 words” is a cliché for a reason—it holds

Enhance your brand, enhance your writing, enhance your Web presence—use

16 “CreativeTechs Tips: Creating an In-House Stock Photo Library.” CreativeTechs » Seattle Mac Support for Graphic Design, Advertising, and Photography. Web. 20 Feb. 2010. <http://www.creativetechs.com/iq/creating_an_inhouse_stock_photo_library.html>. 17 “CreativeTechs Tips: Creating an In-House Stock Photo Library.” CreativeTechs » Seattle Mac Support for Graphic Design, Advertising, and Photography. Web. 20 Feb. 2010. <http://www.creativetechs.com/iq/creating_an_inhouse_stock_photo_library.html>.
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