Imagery

Our imagery should maintain a consistent style in terms of color, tone, light, and simplicity. It should be expressive and authentic, depicting real-life captured moments as opposed to one that is staged. Use these guidelines to help you select photography that best represents the Valassis Digital brand.

Look and Feel

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 dl_visual@valassis.com.

Brand Attributes

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.

Curated/Clean
Authentic
Fresh
Contemporary
Airy/Open
Fluid

Environment

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.

Photo Guidelines

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.

Brands

Avoid images that feature any identifiable brand. Always choose generic product images. This applies to all products and places.

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Children and Devices

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.

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Diversity

We encourage representation of diverse groups of people across race, age, and gender to better resonate with a larger audience.

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