Photography
Photography bonds people with our products and solutions by not only providing atmospheric imagery of various contexts that people can relate to, but also helping communicate abstract concepts. Because of photography’s engagement and determination of the tone on a page the selection and usage of photography is considered to be a significant part of our brand communications.
Types
Synology’s photography is comprised of three parts, with different forms and communicative purposes:
Contextual
The aim of contextual photography isn’t to explain how Synology’s products work, but instead is to demonstrate various contexts where people can benefit from those products. Our photography focuses on the relationships between users and our products, as well as the positive effects of our products on users’ lives. It is important to provide enough context in the image (the space, device, activity, etc.), so that the audience can have appropriate associations and relate easily.
Still-life
People can access Synology’s services through multiple media devices, whether they be our products or their personal electronic devices. Still life images can be used to highlight the importance of these media from two aspects: Displaying the details of our hardware products that may not be easily observable with the naked eye, and incorporating UI images from our software taken on laptops tablets, or smartphones.
Abstract
Some concepts or ideas that we want to convey are too abstract to be represented through physical means. For example, how much we have increased the processing speed of a product could not be a presented via a photographic representation. We utilize abstract images to help us visualize these complex concepts and manage communication in a more aesthetic way. Using abstract imagery not only embodies the flexibility and elegance of this digital age, but also elevates our technical excellence to a more artistic level.
Aspect ratio
Stick with the common aspect ratios to maintain consistency.
Guidance
Follow the suggestions below when choosing or creating images.
Be professional and distinctly themed.
Be inclusive in model selection.
Be localized in model selection for country-specific events.
Avoid unnatural lighting or flare.
Avoid stock image overlays.
Avoid obvious posing.
Avoid colors that contradict our color palette.
Avoid unnatural contrasts.
Avoid lacking a center of interest.
