9 minute read
PHOTO AND IMAGERY
Our imagery plays an important role in our communication. It gives a sense of the brand, supports and enhances the brand idea, conveys quality, originality and a clear message. Husqvarna Construction Products’ images should reflect the brand keywords, show active presence with the user on site, be both close up images and environments, show product efficiency and customer satisfaction. This section explains our different image categories, their appearance and what they are used for. Photo shoots should be handled by Central Marketing Communications. For any special local needs please contact the Central Marketing Communications team.
PHOTO & IMAGERY
HANDLING THE IMAGES
Images should have the right colour settings, which should be handled by a professional pre-press company. Only centrally approved images are allowed to be used in marketing material for the Husqvarna brand. Those images are available in the image bank and can be accessed through the support site.
TONE OF MARKETING COMMUNICATION IMAGES
All images used in marketing communication should have a blue and/or muted colour tone set in a cold temperature.
PEOPLE IN THE IMAGES
If you have customers/people in the picture, make sure they sign an agreement to be able to use the pictures externally from a legal perspective.
IMAGES USED OUTSIDE HUSQVARNA
If the images are to be used outside our organization please consider this: –Contact the central marcom department for authorization before using any images –The images should be used with respect for the brand –The cr opping is important –Don’t distort or retouch the image, and don’t change the colours –It’s not allo wed to use the images without marking it with
“Copyright © 2016 Husqvarna AB (publ).”
PRODUCT SEGMENT START
WIDE FORMAT
The wide format and special tonality create a unique atmosphere, conveying a touch of class. The product and user are shown in a natural, authentic environment. The main objective is to reflect and communicate the brand values. With an image style that is classic and free from trends and individual product campaigns, we create a genuine feeling, full of depth and pride. User and machine are in focus and the machine is running.
THE IMAGE SHOULD FULFILL THESE CRITERIA:
–Sharp focus all over the products or user –Long focus depth –The product should be in action –The product should be operated by a real professional –The environment should be authentic
HANDLING OF THE MACHINES
–Make sure that the operator always uses the correct safety gear –Mak e sure that the operator uses the equipment in a safe way according to what is described in the OM
Image bank
support.husqvarnacp.com
PRODUCT ACTION
STANDARD FORMAT
A closer-up format with somewhat lower photo angle that adds a dynamic feeling to the images. The product and user are shown in their natural, authentic environment. The main objective here is to show product efficiency, applications and features /benefits. Focusing on the user, the tool and the machine. Images show typical applications.
THE IMAGE SHOULD FULFILL THESE CRITERIA:
–Sharp focus all over the products or user –Show the operator at work, either setting up or running the machine –The product should be operated by a real professional –The environment should be authentic
HANDLING OF THE MACHINES
–Make sure that the operator always uses the correct safety gear –Mak e sure that the operator uses the equipment in a safe way according to what is described in the OM
Image bank
support.husqvarnacp.com
PRODUCT STUDIO
STUDIO IMAGE OF PRODUCT
Shows the product in the most natural way. By portraying all our products unique designs with a high standard studio image, we create an overall clean, descriptive expression. The images can be cropped to emphasize a visually strong area of an object/product.
THE IMAGE SHOULD FULFILL THESE CRITERIA:
–Sharp focus all over the objects –Only straight-on angles: side view, front view, top view –Natural light –Use of white background –The images should be masked and saved with a transparent background in DAM
Image bank
support.husqvarnacp.com
PRODUCT FEATURE
STUDIO IMAGE OF PRODUCT DETAIL OR FEATURE
Close up studio image that shows product details or features. Focus on technical solutions /pr oduct details or the consequence of a feature. Moving parts are illustrated with semitransparency.
THE IMAGE SHOULD FULFILL THESE CRITERIA:
–Sharp focus all over the objects –Natural light –Use of white or black background –The images should be masked and saved with a transparent background in DAM
Image bank
support.husqvarnacp.com
DIAMOND TOOLS SEGMENT START
Images that represent the diamond tools of each product segment. The product and user are shown in their natural, authentic environment. The main objective here is to show the diamond tool.
–Focus on the tools segments –A presence of the machine –A presence of the operator –The segments should alw ays be in focus and visible –A t least one for every product segment
Image bank
support.husqvarnacp.com
PROUD PROFESSIONALS
Proud professionals is our way of portraying real professionals at work.
–Actual worksite location –Focus on the professional – not the machine –Professionals not in work –Looking str aight into the camera –Only real professionals –Pr oper protective equipment
Image bank
support.husqvarnacp.com
SERVICE SEGMENT START
SERVICE TECHNICIAN AND PRODUCT
Shows the service technician taking a break when working on a product or a tool. Looking into the camera.
THE IMAGE SHOULD FULFIL THESE CRITERIA:
–Short focus depth with focus on the service technician –The environment should be authentic –The service technician should wear the right clothes, as described in the clothes section (se page 90)
Image bank
support.husqvarnacp.com
SERVICE ACTION
SERVICE TECHNICIAN IN ACTION
Shows the service technician working on a product or a tool. Focus on the work at hand.
THE IMAGE SHOULD FULFIL THESE CRITERIA:
–Short focus depth with focus on the service technician or the hand/tool –The environment should be authentic –The service technician should wear the right clothes, as described in the clothes section (see page 90)
Image bank
support.husqvarnacp.com
SERVICE FEATURE
IMAGE VISUALIZING THE SERVICE PROCESS
The style is more documentary, but still with the same grading as the rest of the action images that are used for external marketing.
Image bank
support.husqvarnacp.com
PRODUCT COMMUNICATION
ILLUSTRATIONS
Focus on a technical solution/product detail on, or inside, the product. Pictures showing applications or product handling.
INSTRUCTIVE IMAGES
Instructive images showing how to use or maintain the machine. Could be illustrations or pictures, or a combination of both.
–Clear and simple professional illustrations –Mainly black and white –Images should have sharp focus with natural light –Use of white background
Image bank
support.husqvarnacp.com
PRODUCT COMMUNICATION
PACKAGE IMAGES
Our images for packages are premium studio images showing the products in the most attractive light and angles. Combined with an overall attractive design of the packages, the images not only guide the customer but also strengthen the brand.
–The diamond tools shown in these pictures should be without labels –Packaging design is handled by Central Marketing
Communications
Image bank
support.husqvarnacp.com
PRODUCT COMMUNICATION
DESIGN IMAGES
Studio images of diamond tools. Shoot against a black background.
Image bank
support.husqvarnacp.com
EDITORIAL IMAGES
For case stories, feature articles and customer testimonials, It’s key that the images convey a sense of authenticity, It’s less important that the photo quality meets the highest professional standards. –It is good to leave room around the person/machine and get more in the picture –Use as high resolution as possible when taking pictures –If you have a system camera please set it to capture both jpg and RAW format –Please make sure your images are sharp and preferably not too dark
CASE STORIES
The location should be the customer’s worksite or office. The series of images should cover the actual application, the challenges to overcome, the Husqvarna equipment being used (if possible in action) and the person being interviewed. –Try to include people/operators in the photos – it makes the story more alive –Make sure that the operator always uses the correct safety gear according to the OM –Make sure that the operator uses the equipment in a safe way according to what is described in the OM –Try to make the people look proud, content and somewhat happy –Avoid showing competitor products in the same picture as our products –If you have customers/people in the picture, make sure they sign an agreement to be able to use the pictures externally from a legal perspective
