Lifestyle Photography
Guidelines
The camera should be an invisible observer documenting the moment with little or no awareness by the subject being recorded. Locations must add relevance and context to the visual narrative by establishing orientation and communicating a distinct place and time. Establish a connection between the subject and their environment through genuine engagement with surrounding elements and avoiding direct contact with the camera. Create depth in the environment by shooting through elements in the foreground while keeping the subject in focus. Use natural light as a supporting element to reinforce time and place. Avoid using supplementary lighting. In addition to focusing on the primary subject, capture images that concentrate on the details of the product and textures of the environment. Capture a variety of wide, medium, and close ups.
Print Image Guidelines
Optimal resolution output
300 PPI at 100% scale
At this size and resolution, clarity from any distance will not be compromised, regardless of any specialized image treatment.
Acceptable resolution output
300 PPI at 50% scale
OR
100-150 PPI at 100% scale
At this size and resolution, clarity from 1’-10’ may be compromised and will be further affected by any specialized image treatment. Clarity from 10’ away or further will be fine.
Unacceptable resolution output
Anything < 300 PPI at 50% scale or smaller
Anything < 100 PPI at 100% scale
At this size and resolution, clarity from any distance may be noticeably affected and should NOT be displayed in store environment.
Optimal image sizes & formats
High Resolution JPG
6000px x 4000px at 300 PPI
High Resolution TIFF
45.6” x 57” at 300 PPI
Tone
Tone must be credible to the product and true to the consumer. When appropriate, enable content from authentic resources. Create narratives that lead our customer through specific stories with a clear purpose and point of view. Imagery must be timely, relevant to the product, and rooted in current trends.
Cropping & Usage
Crop images to enhance visual interest and create focus. Use negative space and positioning of the subject towards the edges of the frame to amplify energy. Pair multiple images together to tell a story.
Image Credit
When using images from authentic, credible sources, give credit with the source’s social handle.
The credit should be placed in the bottom right or left corner of the image,10px from the edge of the image.
For Web: use Arial 10pt in White/White or Crossover Grey.
For Print: use Arial at comparable size appropriatefor the piece in White/White or Crossover Grey.
Influencers should be credited simply by using their handle. Ex: @FitAndyy
Athlete or entertainer handles should
be used in conjunction with a reference
to sport.
Ex: @briannacope Professional Surfer
If a product call out is required, ‘in’ + the name of the product should be set on a second line below the influencer handle. Product names should also be Arial 10pt in White/White or Crossover Grey.
