The University of Melbourne imagery guidelines provide a useful resource for staff for using imagery in marketing and communications material.
The use of multiple layers of imagery in the University of Melbourne's design system speaks to the changing focus of study and research at the University - taking a broad perspective as well as concentrating on in-depth knowledge.
When selecting images for a communications piece, using dual imagery - a combination of content and detail images - will provide the most flexible applications within the design system.
- Content images represent the broader perspective.
- Detail images represent an in-depth view of the subject being discussed.
Selecting content imagery
Content images should depict people engaged in an activity related to the subject being discussed in the piece of communication showing a wider view rather than detail.
When content selecting imagery, you should find images that:
- depict a wide range of people, of diverse genders, nationalities and abilities, reflecting the vibrant and diverse population of the University of Melbourne.
- are a natural, 'slice-of'life' portrayal.
- are light-filled and fresh.
- are shot wide enough so you can use the image in a variety of layouts.
- don't look like stock images.
- don't have the subject looking directly into the camera (unless you are doing a speaker, staff or student profile).
Selecting detail imagery
Appropriate detail images should:
- depict a close-up, detailed view of an aspect of the subject being discussed.
- be simple - the best ones are almost like patterns (leaves, cells, feathers etc).
Using dual imagery
The examples below illustrate appropriate image pairings, demonstrating an overall subject view and a focused perspective.
The design system provides the flexibility for you to vary your communications piece by:
- using dual imagery through layering the aperture device
- using patterns instead of an image
- using the focus marks to highlight a particular aspect of an image
- using content or detail imagery to focus on one aspect of your communications piece