Photography best practices

MarComm has compiled a few best practices for using or sharing photography in your communications.

Context

When pairing WashU photography with a message, select imagery that helps illustrate the message. Consider the context of the image before sharing it with audiences.

Credits

Display credits whenever possible using the format as follows:

photographer’s first and last name / WashU

Exceptions

Black and white, color and design overlays, and distinct cropping work best in the context of a campaign or storytelling series – and are permitted in these special cases. Please consult University Marketing & Communications.

Layouts

Use fewer and larger images. Photos are powerful, but their power is diminished when they compete with other images in the same layout. Select a single dramatic shot as the focus whenever possible.

Stock

Stock images are permitted for abstract or location photos only when existing WashU imagery is not available.

Use with type

Select photos that provide negative space for headlines or copy. Images that are busy or high contrast can render text unreadable or distract from the message.

For web accessibility, try to apply text over photos with HTML code, rather than applying text directly to an image in a photo editor. This will ensure accessible standards to screen readers and other assistive technology. If using the WashU Web Theme, this can be accomplished without coding, using the cover image block.