Photography
Quality photographs are critical to first impressions, whether they grace a Web site, a brochure, or a book. Fuzzy, poorly cropped snapshots have no place in East Carolina’s publications; they do not reflect well on the quality of our programs. Photo subjects should usually not be shown standing stiffly in what is commonly called a “group and grin.”
Think always of your audience and what images are most appealing to it. Is a group photo of your faculty really relevant to a high school student? Will a potential donor be moved by a distant shot of a speaker at a podium? Will alumni be favorably impressed by bored-looking attendees at a luncheon? Remember, it is better to use no photo at all than to use a bad photo that leaves a negative impression.
Sources of Photography
The Department of University Publications has on staff a professional photographer who shoots photos exclusively for publications produced by the department, including
East magazine. Depending on availability, the photographer may be scheduled to shoot an individual school’s or college’s projects that are not being produced by University Publications. There is an hourly fee for this service. Call University Publications at 252-328-6037 for more information.
University Printing and Graphics can also provide a photographer for any university event or project for a fee. Contact them at 252-737-1301.
University Publications maintains a supply of high-quality images that are available to university departments for a small fee. They are for use only in promoting East Carolina and the unit that buys them. The photos may not be given away to anyone and may not be used by any off-campus entity, without first receiving proper permission from University Marketing.
Images are supplied in digital form and cost $3.50 per image plus $6.00 to burn the images to CD. Before the images can be released, the requesting department must complete and deliver an interdepartmental transfer for the required funds to our office. University Publications cannot supply photographic prints; contact University Printing and Graphics to have prints made.
Photo subjects should usually not be shown standing stiffly in what could be referred to as “group and grin.”
Diversity
Photographs used in student recruitment publications should reflect the multiracial, multiethnic character of East Carolina University and the mix of male and female students.
However, that does not mean that you should gather a bunch of men and women of different races, line them up, and take a picture. A photograph taken for the express purpose of showing diversity is easily recognized by today’s media-savvy audiences for what it is. People should instead be depicted in plausible settings, engaged in some pursuit, or be posed naturally. Diversity need not be reflected in every shot in a publication, but the piece as a whole must reflect the variety of backgrounds found on campus.
The preference is to use one strong image in a cover design. Another preference is for that one image to bleed (extend beyond the edge of the page) on all four sides, provided the image fits the space and allows all type to work on top of the image.
Photo Treatment
Photography is a vital part of publication design. Publications use fewer images; those used are featured more prominently and are of higher quality. The preference is to use one strong image in a cover design. Another preference is for that one image to bleed (extend beyond the edge of the page) on all four sides, provided the image fits the space and allows all type to work on top of the image.
When an image will not work as a full-bleed cover, the preferred treatment of the photo is a three-sided bleed (left, right, and top) with generous white space at the bottom of the page.
When an image will not work as a full-bleed cover, the preferred treatment of the photo is a three-sided bleed (left, right, and top) with generous white space at the bottom of the page. The white space allows for comfortable and flexible placement of type. Using white space creates an open feeling and is an element that should be used whenever possible. White space simplifies design and makes a piece appear less cluttered and more focused.
Avoid the use of many images on the cover of a publication. Choose the best one and feature it. Use the image as large as resolution allows.
In most cases, featuring one strong photograph creates a cleaner, more professional, and more focused image.
