Print Guidelines
Images
Photography
What makes a good photograph?
Images need to accentuate the message of the communication. The concept
behind the image, not necessarily its attractiveness, is the most important
consideration. Photography needs to be clear and meaningful, and aid
your reader in better understanding your communication. When looking
for appropriate photos you should make sure the images you select clarify
the story, reinforce the message and show the subject in a way in which
the reader better understands its personality.
Ambient and factual images
There are many beautiful images of The University of Texas at Austin
campus. However, it is important to distinguish between beautiful images
and “factual” images. Beautiful and engaging images that are
not “fact useful” should be used as ambient shots to help
communicate the emotive feel of the story. Images used in this way help
add aesthetic value and tone to a piece. Often they have symbolic meaning
rather than factual meaning and engage the reader on a different, but
equally beneficial level than a factual image.
Sizing Photos - Hierarchy of message
Images that communicate the main message of the story should be used
larger than other supporting shots. Smaller supporting shots add contrast
in the layout and also communicate a hierarchy of message. Uniformity
of photo size should be avoided. By not differentiating the importance
of one photo over another we fail to communicate to the reader what
the main messages are. Size is relative. By positioning large photos
against small photos you begin to create not only a hierarchy, but also
a rhythm within the piece. Avoid using all large photos, because this
can create a cramped look and fail to give contrast to the layout.
Headshots
Headshots are one of the most common forms of imagery used in publications.
Many times editors are reluctant to approach these types of shots with
any ingenuity for fear of misrepresenting, or even worse, offending
the person in the photo. The rules of communicating meaning, however,
also apply to these types of photos.
Some basic rules for headshots follow:
- Use headshots that show character as opposed to “mugshots.”
- Tight crops are more intimate and intense. For best results crop
between the middle of the throat and the top of the head.
- Wide crops show more personality. Showing hands or body position
is helpful in conveying mood and character.
- When cropping multiple headshots on a page, make them as close in
size as possible, thereby giving each person equal importance.
- Heads should be turned slightly to either side. The police take
photos straight on, but we don't need to.
- For the most part, direction of headshots should face inward to
the page. This draws the reader's attention to the story and not outside
the margin.
 
Photo Layout Techniques
Cropping
By cutting out, or cropping extraneous image area in a photo you can
better focus your reader's attention on the main message of the photo.
Bleeds
Images that fill the entire page are referred to as "bleeds."
Bleeds grab attention because they break the boundaries of the page.
A photo that is bled also creates the illusion of a larger page, and
offers a sense of a broader subject. The decision to bleed a photo is
a design consideration, but also has editorial implications. Is the
subject worth the attention? What is the advantage of bleeding the photo?
Bleeds can be used on both large and small photos.
Silhouetting
Photos are generally rectangular when received by designers. Often this
rectangular shape is limiting in both design and editorial contexts.
By breaking out of the box, images seem to pop off the page and can
have more impact on the reader. A complete silhouetted photo floats
on the page and allows for cleaner, less “boxy” layouts. This
works particularly well with objects. Partial silhouetting can also
be used, and adds another layer of “pop” for your image.
For additional help with your design project, contact the Design Center
at: dbholston@mail.utexas.edu,
or call 471-6502.
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