Imagery
Imagery
Reportage photography rules We use reportage photography to engage our audience – to tell a story, and demonstrate that we understand the way our audiences work and their daily challenges. This photography should always feel natural, representing observations from the working life of the subject. If stock imagery is required (and it often is), ensure that the chosen image is a true reflection of BMJ Group. This means it won’t look ‘cheesy’ or superimposed. Our imagery should always be relevant to the audience and their geographical location. Where possible, capture a variety of landscape and portrait options for each shot. The subject should be placed to the left or right of the frame to allow space for accompanying text. When highlighting everyday or end-user applications, images should be tightly cropped, taken from an interesting angle, or be almost abstract in composition to create visual impact. Always ensure that images avoid white coats and do not include any identifiers such as name badges or patient and clinical data. In clinical settings, no nail varnish or jewellery should be visible to maintain a professional and hygienic appearance. powerful tool to reflect our brand values. We encourage photos to be taken of our staff at work, in conversation, collaboration, and during moments of deep thought. Subjects should be supported to find a natural pose that supports the context of the photo – this may be more relaxed or more serious, but should always feel authentic to the subject. We often ask subjects to look into the camera to help connect the subject with the viewer. Portrait photography rules We use portrait photography to reflect our varied audiences, and will often use staff portraits as a
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Avoid overly cluttered backgrounds
Avoid white coats and do not include name badges or patient and clinical data
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