IMAGE TONALITY BACK TO CONTENTS Human presence Volvo is the “people first” brand. People can be depicted in their work environment, as well as in their everyday life and to demonstrate our role in society we can also include passengers or bystanders in the scene. Basic principles • Portray colleagues over models (and make sure to secure their consent). • Close in on the people portrayed, but still make sure to capture the context and environment. • When we portray people looking directly into the camera, we keep it natural and spontaneous to capture the feeling of a “moment in time.” • In images of moving products, audiences can still catch a glimpse of the operator or driver. • Steer away from busy images/backgrounds to avoid distractions, but never use cut-out images. Corporate portraits • Use natural light, such as windows for soft shadows and natural colors. • Use a short depth of field. Consider the angle and shoot straight ahead, not from below or above. • Note that these rules do not apply for portraits in for example magazines. These guidelines are applicable for stock photo purchases as well as when arranging your own photo shoot. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 37