Conceptual Description of Photos

Content and expressions in images strengthen the impression projected by Powel. Along with the logo, colour scheme and typography, the images convey the story of ‘who’ Powel is. To the fullest extent possible, we use real people in authentic situations and avoid generic images.

Images used in marketing should include elements relevant to the department or message that is to be communicated. Photos taken outdoors should include elements of Nordic nature. Better fir trees than palms, better fjords than beaches, etc. Photos taken indoors should include people engaged in work or activities. The people presented should be multicultural and have a good gender balance, but the interior should look Nordic. E.g: a café with modern, Scandinavian designer furniture; a factory with Scandinavian signs and markings.

It is important that the images be plausible. Overlays and collages with other images will weaken their credibility. The images shall primarily communicate a mood and inspire further reading.

Example:
If it is important to communicate something about windmills and the image does not contain them, there should be something about windmills in the text.

Some examples of what photos for each department may/should include:

Environment:
Nature, people, society

Smart Energy:
Nature, renewable energy, wind power, hydropower,
solar cells, trading

Asset Performance:
Nature, people, power lines, graphs and data

Construction:
Roads, tunnels, construction projects, nature, machinery, people at work

Technical Description

The images used in Powel’s marketing shall appear bright and clear, with natural colours.

There are three image categories: Portrait, full figure and landscape. All should be exposed normally and have natural colours that are not oversaturated. Portrait and full figure images should have ‘fuzzy’ backgrounds, and should focus on the model as much as possible.

So that images can be used on all surfaces and screen formats, one should consider that it should be possible to crop the images down to a square format. This means that there should be enough space above the head and on each side of any models or focus areas, so that the image can be cropped without a problem.


Technical Procedure

The images used in Powel’s marketing shall appear bright and clear,
with natural colours.

There are three image categories: Portrait, full figure and landscape. All should be exposed normally and have natural colours that are not oversaturated. Portrait and full figure images should have ‘fuzzy’ backgrounds, and should focus on the model as much as possible.

So that images can be used on all surfaces and screen formats, one should consider that it should be possible to crop the images down to a square format. This means that there should be enough space above the head and on each side of any models or focus areas, so that the image can be cropped without a problem.

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1: Normally exposed image with normal white balance. 2: Image after adjustment. Highlights are muted and shadows are brightened.