Photographic Styling
A Picture Paints a Thousand Words
The PURELL® brand’s style of photography represents the authentic interactions and connections our brand helps to enable in real-world settings. It helps us communicate how the PURELL® brand makes a difference in the lives of others.
Consider these stylistic attributes when bringing the PURELL® brand voice to life in photography:
Bright
Ample, natural light is critical in capturing the essence of the brand. Use lens flares and choose settings with natural light. Avoid using flashy or fluorescent colors to achieve a sense of brightness.
Warm
From the clothing worn by the individuals selected for photography to the expressions on their faces, PURELL® brand photography should reflect warm, human connections. Environments should be inviting, not sterile.
Authentic
Demonstrate a credible understanding of the places where users live and work. Ensure the setting and situation are true to what an end user would experience. Avoid excessive props and overly sterile or unrealistic environments.
Best Practices
Thoroughly scout the intended location
Confirm the setting will work for the concept and the products portrayed.
Collect and review all product that will be photographed — confirm labels are current and product is camera-ready.
Schedule and prepare talent
Talent must represent a diverse range of age, race, gender, gender identity, and ability.
Request recent pictures of talent to ensure current look aligns with look/feel required for photography and confirm talent will arrive without nail color — and have proper wardrobe, hairstyle, and other grooming requirements (request both head and hand shots).
Avoid using talent that is recognizable (e.g. celebrities, politicians).
Ensure all talent provide their permission to be photographed and sign a completed release form.
Capture authentic interactions
Encourage talent to play out different scenarios and naturally approach their positions.
Suggest talent shift weight to one foot while standing in position.
Consider end usage of photos
Ensure there is ample environment around the main subject to support horizontal, square, and vertical compositions. In some cases, a separate exposure may be necessary to fulfill strong vertical applications.
Provide the photographer with proper aspect ratios and layout requirements for optimal composition. During production, verify that images will work for their intended applications.