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Photography

Great photography does more than depict a scene — it communicates a point-of-view.  It provides focus, context and details about who we are and what we do, as well as how we want to be seen in the world.

Photography captures our personality and tone without having to say a word. At its best, it can stop people in their tracks

Along with our guiding principles for image styles, you can keep the following tips in mind:


Capture authentic experiences

Aim for moments where the subjects are engaged in what is happening and that distinctly showcase true and realistic experiences.

Ideal

Photo sample 1 - ideal

Avoid

Photo sample 1 - avoid

 

Show our work in context

The places where we create are a part of the story and provide context. Show our work in natural settings.

Ideal

Photo sample 2 - ideal

Avoid

Photo sample 2 - avoid

 

Be candid

Capture moments from a human perspective. The photographer should feel like a participant, not an observer.

Ideal

Photo sample 3 - ideal

Avoid

Photo sample 4 - avoid

 

Use natural light

Take advantage of natural light to ensure the photo feels authentic. Shooting at different times of day can give natural atmospheric effects for visual interest.

 

Ideal

Sample photo 5 - ideal

Avoid

Sample photo 5 - avoid

 

Show context

Pull back in-focus shots to bring clarity and context to the entire scene. Ensure the photo is recognizably Waterloo as much as possible.

Ideal

Sample photo 6 - ideal

Avoid

Sample photo 6 - avoid

 
 

Humanize buildings

Shoot buildings in a way that highlights their architectural features and angles. Where possible and appropriate, feature people in the scene.

Ideal

Sample photo 7  - ideal

Avoid

Sample photo 7 - avoid

 
 

Be genuine

Shoot moments before a grab-and-grin pose to capture genuine smiles and interactions.

Ideal

Photo sample 8 - ideal

Avoid

Photo sample 8 - avoid

 

Place branding

Feature University of Waterloo and affiliated logos in the background or on apparel to make locations feel distinct to Waterloo.

Ideal

Sample photo 9 - ideal

Avoid

Sample photo 9 - avoid

 

Resources

Check out the following examples of photos that are ideal and photos to avoid.