People
Use a documentary/editorial photography style that is journalistic in nature. These images capture people and their personal experiences, hobbies, skills, and professions. Highlight them as unique individuals, and share their stories through HP.
- Show humanity
- Tell stories
- Diversify content
- Present authentic action
- Highlight diversity
- Use rich visual images
- Capture hero shots and B-roll
Product
Adopt a “no-nonsense” but “artistic” approach to product photography. This is a formalist exploration of HP products and their unique shapes and features, emphasizing their design and engineering qualities. These images are sophisticated, curated, and intentional in nature.
- Shapes and silhouettes
- Dynamic crops
- Compositions that use negative space
- Unique perspectives and angles
- Clean, simple and pure images
- Timeless and confident
- Highlights design engineering
Cropping lifestyle photography
The standard orientation to shoot for HP.com is horizontal or landscape. But it's important to always keep a vertical crop in mind for mobile deliverables.
Primary - horizontal
Secondary- vertical
Cropping product photography
Crops should be explored from all four corners, but certain corners will provide better crops.
Picking a corner
The top left corner in this instance objectively provides the best crop with the most interesting features. This crop imitates architectural photography, making the printer look like a 'building.'
Orientation
Don't just use (or shoot) the product straight on; explore different positions. Search for unexpected angles and perspectives by rotating the product before and after shooting.
Lifestyle photography red flags
This is not an exhaustive set. For the full list please download the VISID guidelines here.
Image feels frozen, stiff and staged. Not actually 'in the moment'.
Space feels too decorated and perfect to be believable. Retouching feels stock.
Image feels too casual and goofy. Too much action and an awkward pose. Subject's expression is misleading.
Subject looks bored and unhappy. Pose is awkward. Doesn't feel focused or engaged.
Subject interaction feels forced and unnatural. Too many products in shot.
Product feels forced and irrelevant in this situation.
Too much background information. Unflattering angle and perspective.
Product photography red flags
This is not an exhaustive set. For the full list please download the VISID guidelines here.