Photography

When selecting an image for an AGA project, it is important to consider three things: whether the image appears to be staged, the quality of resolution, and the subject matter of the image.

Staged vs. candid

Candid photo

Staged photo

The image appears to be a moment captured without each person’s knowledge of the camera. This provides the perception of a genuine moment between the two people
in the photo.

This image illustrates people who are aware of the camera’s presence — an indication that the photo may be less genuine.

Resolution

AGA’s guideline for image resolution is dependent upon the medium. For print, the minimum requirement is 300 dpi. For online images, AGA suggests a resolution of 72 dpi or higher.

High resolution

Low resolution

Example of image quality for a high-resolution image intended for print (300 dpi/ppi).

Example of online image used in print (72 dpi/ppi).

Subject matter

As important as authenticity and resolution is subject matter. When choosing an image, make sure the subject matter is correct, professional and relevant to the message. Important questions to consider may include: Is the equipment in the shot accurate? Do the people in the photo represent the demographic? Is the image offensive in any way? Asking these types of questions will help ensure the subject matter fits the project and meets AGA’s brand standards.

Images of New York

Images of New York

Above are two image options for an advertisement concerning an education opportunity in New York.

Head shot style

Headshots for AGA include the subject looking at the camera. In these instances, naming of the subject is required. Additionally, when placing a headshot, keep consistent the distance the subject appears from the camera. AGA prefers to frame the face loosely.

Too far away

Too close

Framed properly

Color

When selecting an image, it is also important to consider the color found in the image. Photography should contain colors similar to AGA’s palette. As you’ll see in the sample image below, several colors from AGA’s palette are visible.

Overlay

Overlays are more common within AGA’s family of websites and are calculated using code within the CSS. Should an overlay need to be mimicked, here are some guidelines to follow:

Using layers, photographic should be placed over a solid background color matching those indicated here. The photographic effects Luminosity and Soft Light may be used with the percentages listed below.

Luminosity (40 to 70 percent): Lime

Luminosity (40 to 70 percent): Gold

Luminosity (40 to 70 percent): Sky

Soft Light (40 to 70 percent): Ocean

Soft Light (40 to 70 percent): Midnight

Diversity and inclusion in images

Images help convey AGA’s values and its intended or desired audience. Images that reflect diversity are more accurate and will connect more with our audience. When people don’t see themselves in images, they feel overlooked and may even perform worse on tasks (J. Soc. Psychol. 2010).

While it is important to consider various aspects of diversity in images, trying to represent all races, gender identities, ethnicities, etc. in every image is impossible and could seem unnatural. A more thoughtful approach will depict more authentic and realistic images.

Best Practices for selecting inclusive and diverse photos

A few guidelines can help you find images that showcase diversity in a respectful and meaningful manner:

  • Acknowledge that diversity, inclusion and belonging goes beyond race and gender. When choosing images, look for ones that reflect the diversity of the audience you have or want to have. The images should also match your content. Characteristics to think about varying in images include race and ethnicity, skin tone, gender identity and expression, age, ability, body size, and hair texture. When searching for stock images, use specific terms and descriptions so that you can find appropriate images. For example, instead of just “scientist,” “lab worker,” and “teacher,” try “scientist in wheelchair,” “Hispanic lab worker,” and “Black female teacher smiling.”
  • Interrogate assumptions. Do you automatically gravitate toward men to indicate leadership or show women in “nurturing” roles? It’s worth noticing patterns and first instincts when choosing images.
  • Avoid tokenization and stereotypes. Including one person who is meant to symbolize diversity in an image can suggest that the inclusion was to prevent criticism. Similarly, including diverse individuals but showing them engaged in behaviors or situations that are stereotypical of their background or group can amplify harmful clichés.