Basic elements / Photography / Guidelines
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        Guidelines 

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        The photography guidelines are currently being modified. Please follow these general guidelines until further notice.

        Our overall brand appearance is influenced by our brand personality. The brand personality describes how ING should come across as a company. The agreed upon brand personality is:
        • Stimulating (empowering, driven, energizing, enabling, inviting, imaginative).
        • Unpretentious (genuine, sincere, authentic, cheerful).
        • Straightforward (honest, direct, simple, focused).
        • Involved (engaged, participative, supportive, profound, magnetic).

        Real life

        • All photography is based on the brand personality.
        • Make use of full-colour photos.
        • Use half-frame to full-frame portraits, preferably with the eyes directed to user/viewer.
        • Use eye-level viewpoint to stress the contact with user/viewer.
        • Have a clear focus on one subject.
        • The situations are natural.

         

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        Product photography

        • Freestanding.
        • Taken on white background.
        • With shadow.
        • Without people. Exceptions are products where we want to show the scale and volume.

         

        For instance if we have a promotion where we give away a prize such as a travel bag, it could be wise to show a person next to it to show scale or volume.