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East Carolina University
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
magazine. First priority for photos that have been shot by University Publications will be reserved for projects produced by the University Publications and Marketing offices.
If you do have a need for a photo outside of a Publications-produced project, you can submit your request to
, publications director and specify the photo's content and intended use. The request will be trafficked as a standard University Publications job and will be handled by a designer who will identify possible photos. If the photo request can be met, based on the photo's availability, the image will be provided at no charge.
University Publications no longer can accommodate requests for hiring its photographer for projects produced by departments other than the University Publications and Marketing offices.
The University Publications and Marketing offices have set up the
Marketing and Publications Photography Archive
. It contains a collection of photos available to the entire campus community for use in university projects.
Photo subjects should usually not be shown standing stiffly in what could be referred to as “group and grin.”
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.
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.
East Carolina University
University Marketing and Publications
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