56 JOHNSON & JOHNSON CORPORATE DESIGN STANDARDS VERSION 2.1 57 Graphic Style Our Graphic Style EMOTIONAL OBJECTIVES PORTRAIT / LIFESTYLE Photography Johnson & Johnson core equity is expressed though the emotional bond between a mother and her baby – unconditional love and impulse Color Palette to care. To effectively express this core equity, our lifestyle photography Typography should provide an authentic and intimate portrayal of moments of Supporting Graphics caring. Websites Presentations Authenticity Our Credo • Photos should be shot with natural lighting and straight-forward camera angles. Photos should appear to have been shot with natural lighting and straight-forward camera angles (avoiding exaggerated perspectives or distorted views). • Subjects should not appear to be self aware or posing for the camera. They should instead be engaged with another person or in the task at hand. • Subjects should not be overly retouched or styled. • Whenever possible, we should depict real people and use those images to tell their real stories – not reused for multiple communication goals. Intimacy • Photos should convey closeness, engaging the viewer in moments of care (avoiding scenes photographed from a distance). • Crisper focus on the focal point – a gesture or expression of care – with softer focus on the rest of the image. • Most often, shots should depict an interaction such as a touch or embrace between more than one person. If only one person is depicted, he or she should be thoughtfully engaged in an activity that contributes to the care of another person. CONTENT OBJECTIVES Our company and our products touch millions of people each day, and it’s important that our photography represents the diversity of those stakeholders: Diversity Considerations • Age • Gender • Ethnicity • Location • Economic Situation • Sexual Orientation • Family Structure • Religious Affiliation • Body Type