Photography


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A picture is worth a thousand words... we use two contrasting images to say much more because we provide a very rich experience.

Our imagery falls into two main styles. The first captures moments of tranquillity. These shots are all about lifestyle and subjects could include: relaxing in the grounds, socialising on the steps of the building, reading in the park or studying in the library.

Calm photographs

The second style captures moments of personal magic that make the University special to individuals. These are usually more stylised in appearance to create contrast. These shots should create instant impact and subject matter could include: the crowd at a gig, a performing arts act, a colourful artwork or a vibrant social scene.

Vibrant photographs

Dualities

The same principals can be used to describe our modular course structure. This is a useful tool when communicating at School level, again our lexicon style can be used to complete the picture.

Mix and match photos

The same principals can be used to describe our modular course structure. This is a useful tool when communicating at School level, again our lexicon style can be used to complete the picture.

Duality for modules

Secondary Style

Our next style of imagery is focussed on elements that are relevant to specific courses or University initiatives.

We use cut out or isolated imagery either shot in a studio against a white background or sourced from stock libraries. Please ensure all imagery is natural and not too clichéd or staged in appearance.

For more information about how these elements come together in composition please see section three. Use the following checklist of imagery principals when briefing a photographer or choosing an image from an image bank:

  • Is the picture authentic and not staged or posed?
  • Does the picture have a sense of energy?
  • Is it positive and uplifting?
  • Does the picture have an obvious subject?
  • Is it free from confusing background elements?
  • Does it have natural lighting?
  • Is it full colour?
  • Does it reflect real life, is it devoid of cliché?

Samples of secondary photgraphy

Crosshatching

We use a crosshatching style as an additional element in our toolkit. Crosshatching should be applied sparingly in layouts to create a point of focus and vary pace.

The crosshatching effect for photographic images is produced in Adobe Photoshop as described here.

Example crosshatching progression

1: Image selection and placement Please use the principals laid out earlier in this section to select imagery. When choosing images for the crosshatching effect, look for good contrast in the tonal values of the image.

Poor contrast will produce a poor result. If the image is in colour, convert to greyscale prior to applying the effect and adjust contrast as required.

2: Creating the cross hatch effect This is done in Photoshop by following these principles.

2.1: Open the image in Photoshop and convert the image to bitmap. Select ‘Image’ from the pull down menu along the top of the screen, choose ‘Mode’ and then ‘Bitmap’. A dialogue box will appear with the pixel value of the image, this should be set to 300 in the resolution area. In the method area, select ‘Halftone screen’ from the pull down menu.

How to crosshatch in Photoshop 1

2.3: A new dialogue box will appear with optional values for the halftone screen. Select ‘line’ from the pull down shape menu at the bottom and set the angle to 45 ĚŠ. The frequency of lines/cm will vary according to your image resolution and the size it is going to be used. In our example, a 300dpi image being used at 100% required a line frequency of 45 lines per inch. You will need to experiment with this value to achieve the desired effect.

How to crosshatch in Photoshop 2

3: Using the final result Import the image into a page layout programme and recolour in a colour from our secondary palette. If the image is used on a background tint, set it to overprint (in Adobe InDesign this is found in the attributes dialogue box).