IMAGE TONALITY BACK TO CONTENTS Storytelling Seduce the target audience with images that tell a story, highlighting the ultimate customer benefit in a dynamic and emotional way. Compose settings that explain why our customers are passionate about, and proud of, Volvo. When showing the products in action, use dynamic imagery that captures the user experience. Basic principles • Convey a genuine story, capture a moment in time. • Place the product in a setting that creates exciting associations. • Settings can be anything from city and urban life to countryside and nature. • Capture elements of nature and life, for example the ocean, trees, people and movement. • Demonstrate our role in the bigger picture by including passengers or bystanders in the scene as well. • If possible, show Volvo products in collaboration. • When portraying scenes that indirectly affect people’s lives, in rural areas and nature imagery, human presence is not necessary. • Reflect reality in an authentic and credible way, never greenwash or exaggerate social and safety benefits. 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 36