Guidelines Taking Photographs for KSB

Transcription

1 Our technology. Your success. Pumps n Valves n Service Guidelines Taking Photographs for KSB Technology that makes its mark KSB Aktiengesellschaft Corporate Communications Johann-Klein-Straße Frankenthal (Germany) Tel , images@ksb.com EN / / KSB Aktiengesellschaft 2013

2 02 Our Standard 03 The KSB photo style The photos used in the KSB communication media cover a wide range of product, industrial, architectural and landscape images. The visual link between them is a consistent photo style that is applied to all motifs to ensure the recognisability of all KSB images. The consistent KSB photo style makes the KSB brand highly recognisable and helps KSB stand out from the competition. It draws heavily on KSB s brand promise of Technology that generates success. This clear, confident statement must also be recognisable in the photo style. The images reflect the company s high technical standards not only through the image type (quality, precision) but also through the motifs. High quality Amateurish Technical Human Bright Dark Cool Warm Clean/ well-structured Playful/ flamboyant Colourful Monochromatic Professional Extravagant Modern Old-fashioned

3 04 Our Standard 05 Photographs that meet the KSB standard Photographs that don t meet the KSB standard Dirty and rusty Sharpness / blur Chaotic / disorganised Outside Indoors Too dark Duplex Colourful Landscape People Poor quality Playful Isolated photo objects (except for products) Montage Isolated photo object Softened and layered

4 06 Product Images 07 The lighting concept To ensure a constant quality of product photos, we have developed a reproducible lighting concept. Hard light Soft fill light Pump/Valve Quality is the benchmark Soft fill light KSB products meet the highest quality standards. This must also be evident from our photographs. Camera The KSB product range is very diverse. This means it is impossible to handle all products in the same way. These guidelines therefore do not contain any set rules but instead offer recommendations on how to always get the best result when taking photographs for KSB. The basic set-up requires three components: A hard back light is set up behind the product to highlight the object s outline. At the same time, softer fill lights are positioned to the left and right. This set-up works for most KSB products provided they are not too large or inaccessible. Naturally a lot of fine tuning and possibly additional light may be required depending on the product.

5 08 Product Images 09 A matter of perspective Perspective has a significant influence on the motif. Depending on the product there are a large number of possible settings. Two simple rules can help you find the right perspective. Selecting the right focal length is of crucial importance for the photograph. Products should where possible be photographed using a telephoto lens. If the focal length is too wide angled, the products will seem distorted (distortion). 1. rule: Make the product visually perceptible 2. rule: Important details The photograph should show a full view of the product. The dimensions (width/height/depth) should be clear in the image. A slightly oblique view is therefore recommended for product shootings. Does the product have important details or design features? If so, during the shoot it should be ensured that attention is drawn to these wherever possible. Don t do this: Here the pump has been photographed straight from the front. Although this view is visually appealing, it is useless as a pure product image as the dimensions of the pump are unclear. An oblique view like the four examples above is better. A good example: Care has been taken to ensure that the PumpDrive s display is easily recognisable. The pump has been rotated in such a way that the connections are visible on both sides.

6 10 Photo Files 11 How to assign file names Please assign files names to all of your photographs using the following format: Date (yy/mm/dd)_image title_serial number.file format Example: _CPKN_04.tif The file name must not contain: n n spaces, umlauts (ä, ü, ö), the German long s (ß) or n special characters (e.g.!, $, &, %, +, #). General delivery information Choosing the correct perspective and light is essential for photographing the object as impressively as possible. That alone is not enough, however. The photo files, too, need to meet KSB s requirements. What you need to include as IPTC data The IPTC data for each photo should include the following: Document title: Image title Example: CPKN Copyright: KSB Aktiengesellschaft 2013 (or the year in which the photo was taken) Location: Location and country (in English). Please do not use abbreviations. Write Frankenthal, not FT. Example: Frankenthal (Germany) Description: Enter some notes/keywords for the photo here. To ensure that KSB can process your photographs quickly and easily, you need to assign the correct file names to the photo files, supply them in the correct file format, and include the required IPTC data. The file format required by KSB n Please supply a selection of edited high-resolution photos in the tif format and if possible also in the raw format. n If you also have PSD files, you should supply these as well. n Include the clipping path if there is one.