5.7. Imagery A CONSISTENT LOOK AND FEEL IN OUR COMMUNICATION. Biomedicine Science 2017

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Blaise Dickerson
5 years ago
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5.7 The use of multiple layers of imagery speaks to the changing focus of study and research at the University of

Science 2017 Biomedicine 2017 Content images represent the broader perspective, whilst detail images represent an

Try to mix up the use of content and detail images in your designs to tell the greater story.

technology, life sciences, mathematics and statistics, physical sciences and psychological sciences.

1 5.7 The use of multiple layers of imagery speaks to the changing focus of study and research at the University of Melbourne; at one moment taking in a broad perspective and the next, concentrating on in-depth knowledge. Science 2017 Biomedicine 2017 Content images represent the broader perspective, whilst detail images represent an in-depth view, as such the detail image should be some sort of macro representation of the subject being discussed. Try to mix up the use of content and detail images in your designs to tell the greater story. A collision of chemical sciences, earth sciences, engineering systems, environmental sciences, geography, information technology, life sciences, mathematics and statistics, physical sciences and psychological sciences. The University of Melbourne s biomedical and health science degrees provide the best preparation for the challenges of contemporary healthcare delivery and research. Examples are for illustrative purposes only 50

: ry Appropriate content imagery Ideally, content images should be depicting people engaged in an activity related to the subject being discussed. They show the wider view rather than detail, e.g. a person looking through a microscope, rather than the view through the microscope.

Overall, images should depict a wide range of people, of diverse genders, nationalities and abilities, reflecting the vibrant and diverse population of UoM.

The style should be as natural as possible the image

2 : ry Appropriate content imagery Ideally, content images should be depicting people engaged in an activity related to the subject being discussed. They show the wider view rather than detail, e.g. a person looking through a microscope, rather than the view through the microscope. This puts the focus on the accomplishments of people, and the interaction of the University with the community. Overall, images should depict a wide range of people, of diverse genders, nationalities and abilities, reflecting the vibrant and diverse population of UoM. Keep this in mind particularly when selecting multiple images, e.g. when selecting a set of images to use throughout a brochure. The style should be as natural as possible the images should look like real slice-of-life portrayals, rather than staged stock imagery, e.g. people looking straight at the camera does not look natural; it is preferred that the gaze of the subject falls upon the task in which they are engaged. The exception to the previous rule is where headshots are required, for example for student or speaker profiles. Where appropriate, the style of the images should be light filled and fresh (obviously, this cannot apply to activities that naturally occur in dark environments, e.g. on stage), with high contrast between darks and lights. When shooting images for the University of Melbourne, be sure to shoot wide enough that you will have the flexibility to use the final shots in a variety of layouts. If you don t allow enough space around the people in your photographs, you may find it difficult to crop the image or to apply the focus marks. s may be used in full colour or a duotone of brand colours. Guidelines and more information on photography are available on the Staff Hub. 51

: ry What not to do Inappropriate content imagery This

subjects are not aware of the camera and are engaged in

3 : ry What not to do Inappropriate content imagery This image is focused on the object, rather than the person using it. A better image would be if this shot was zoomed out to show the person s face. Avoid highly posed imagery with subjects looking directly at the camera. Images should look like a slice of life where the subjects are not aware of the camera and are engaged in some other activity or conversation. Do not use clip art. This image needs to be adjusted to have higher contrast and a more light, airy feeling. This image is highly posed and doesn t feel natural. Also, its comical nature does not align well with the prestige of UoM. This image does not depict people engaged in an activity and is not providing any kind of real information or insight into a topic. 52

: ry Appropriate fill detail imagery s should depict a

e.g. the view through the microscope, rather than the

ones are almost like a pattern (leaves, cells, feathers).

4 : ry Appropriate fill detail imagery s should depict a detailed view of an aspect of the subject being discussed. e.g. the view through the microscope, rather than the person looking through it s should be simple: the best ones are almost like a pattern (leaves, cells, feathers). s may be used in either full colour, or a duotone of brand colours. 53

5 Some examples of appropriate image pairings, demonstrating an overall subject view and a focused perspective. DENTISTRY SCIENCE : Dual imagery HORTICULTURE BIOMEDICINE DANCE MUSIC 54

5.9. Focus marks A CONSISTENT LOOK AND FEEL IN OUR COMMUNICATION

5.9. Focus marks A CONSISTENT LOOK AND FEEL IN OUR COMMUNICATION The focus marks are a flexible device that provides us a space with which to view our subject matter and to capture a shifting perspective. They can be used as a square to focus on a specific part of an