People in photos should look natural, real, with an appropriate mix of race, age, and gender to reflect our audience. They should be shown interacting with one another or engaging in an activity. Avoid overly contrasted or saturated photos, and edit photos towards a cooler tone to better fit our color palette. If you need further assistance finding an image for your needs, contact firstname.lastname@example.org.
During the research phase of Valassis Digital’s new design identity, the design team outlined key brand attributes to provide direction for visual elements, including photography.
Settings for photos should be carefully chosen to correlate with products or audiences. We tend to work with big brands and large department or grocery stores. Avoid photos that depict boutique stores and coffee shops because our customers won't relate to these images.
In general, think about global users and avoid images that could offend or be controversial. When selecting an image, be aware of background objects that might be distracting to the focus of the message.
Shots should be simple, direct, and feature real people, not fashion models. They should show interaction to reflect relationships between people. People should look positive, approachable, and natural with an appropriate mix of race, age, and gender to reflect the area.
Avoid images that feature any identifiable brand. Always choose generic product images. This applies to all products and places.
We do not target children with our intelligence and thus do not depict children with devices of any kind in our advertising. Children depicted with a parent without devices present are acceptable if need be, but an alternative image option is encouraged.
We encourage representation of diverse groups of people across race, age, and gender to better resonate with a larger audience.