Introduction
Product images are one of the most used assets we have. Because of this, it’s important that these assets are used correctly to maintain visual consistency with our audience across all touchpoints. We pride ourselves on the superior quality our products offer and the way that we visually represent the products need to share the attention to detail that went into creating the product themselves.
Whether you’re creating a presentation, advertisement, social media graphic, or anything in between, follow the guides below:
Studio imagery
By using high-quality studio images of our products, we contribute to the perception of being a high-quality technology supplier. To maintain this standard of quality, it is important that all outward-facing representations of our product utilize brand-approved imagery.
While each product may differ, the standard set of studio images will be provided:
Front
Front left
Front right
Back
Back left
Back right
Field photography
Field photography of the products consists of both product beauty shots and people using the product on location (either a job site or a farm).
Field photography is preferably shot on real job sites, farm fields, and livestock barns, using real operators for authenticity. They are also typically shot using natural lighting.
Below are a few examples of application shots:
Products
Machine control
Users
Product/User closeup
Technology overlay
Often in photographs, our products are small and not immediately noticeable to someone unfamiliar with our product offerings. This problem is amplified even more in circumstances when photographs are used at a small scale. To prevent this, the use of technology overlays can be edited on top of a photograph to draw more emphasis to the products as well as to communicate more clearly what the technology does.
These overlays should be edited in a professional and consistent way to maximize their impact. Doing so wrong could inadvertently cause our brand to appear as cheap or unprofessional. Refer to the images below for how to and how not to use technology overlays.
Perspective
Match the perspective of the image in a way that accurately reflects the technology
Don’t drop the overlay on the photograph “as-is” without any perception matching
Optical blur
Blur the overlay to match the depth of field of the photograph
Don’t make the overlay 100% in focus unless it matches the photo
Opacity
Start with a base opacity of 80% and feather out as you get farther away from the product
Don’t use the overlay at 100% opacity without any feathering
Color
Use the color of the overlay as they are provided
Don’t change the color of the overlay
Usage
Overlays provide an impactful visual that draws emphasis to itself. However, when they are overused, they can have the opposite effect making for a visually chaotic image.
Only use one or two overlays per photograph
Don’t use more than two overlays per photograph
Scan data
Use real scan data
Don’t fake scan data using filters