IMAGE TONALITY BACK TO CONTENTS Authenticity Pay attention to all the details when creating an image – make sure the depicted product is placed and used in a realistic way. A professional who looks at the image will spot even the smallest irregularity. Basic principles • Show the products hard at work in their authentic environments. Products should be clean but when it supports the authenticity, it is okay for products to be dirty. • Include human presence with people who fit naturally within the setting. They can be operators, drivers, worksite colleagues, passengers or bystanders. • Provide a broad perspective – always try to tell a story with the picture. • Use clear, warm light and dynamic angles to portray details and features in a premium and contemporary way. • Choose images of products in action. Avoid closely cropped product images. • Showcase products at their best. Capture the very best angles that highlight unique features and brand-specific details. • Simplicity. Choose the right objects to portray visually, and avoid objects that aren’t interesting to look at. Look for simple, strong backgrounds that do not divert attention from the products. 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 20221 39