2.2.3 Basics/The design/Basic elements The imagery Image type GENERAL IMAGE TYPE SPECIFIC IMAGE TYPE Authentic Powerful · Natural environment · Self-confident, active, dynamic characters · Natural characters and objects · Intense colors used over large areas · Natural action · High contrast · Theme-related accessories · No studio look Positive · No high-end models or trendy makeup · No posing, not staged · Pleasant characters and positive situations · Neither too high class/expensive nor · Positive, friendly color code low quality/cheap · Life-loving activities (passion) · No dark colors Qualitative · No accidents, no commentary · Choice of motif, high-quality photography Direct · Choice of light, well-illuminated characters · No snapshots, no stock images · Motif supports the message · Not too dramatic, not artificial and tells a story · No self-important or indirect Clear communication · No banal scenes or misleading · Sharp text/picture concept · Vivid colors · Motif supports the communication · No blurring, not fuzzy · Colors that are not too uniform 23