6. 2 Photography Color: dont’s Here are some guiding principles when creating photography assets. They're not hard and fast rules, nor a complete set , but are provided as a starting point for you to consider when shooting imagery to be used for print or digital collateral. Avoid shooting with too many highlights or contrast . Avoid ar tificial lighting cre ating overly sharp images. Avoid lighting that makes skin color appe ar unnatural. Avoid unnatural lighting.