Conceptual Description of Photos
Content and expressions in images strengthen the impression projected by Powel. Along with the logo, colour scheme and typography, the images convey the story of ‘who’ Powel is. To the fullest extent possible, we use real people in authentic situations and avoid generic images.
Images used in marketing should include elements relevant to the department or message that is to be communicated. Photos taken outdoors should include elements of Nordic nature. Better fir trees than palms, better fjords than beaches, etc. Photos taken indoors should include people engaged in work or activities. The people presented should be multicultural and have a good gender balance, but the interior should look Nordic. E.g: a café with modern, Scandinavian designer furniture; a factory with Scandinavian signs and markings.
It is important that the images be plausible. Overlays and collages with other images will weaken their credibility. The images shall primarily communicate a mood and inspire further reading.
If it is important to communicate something about windmills and the image does not contain them, there should be something about windmills in the text.
Some examples of what photos for each department may/should include:
Nature, people, society
Nature, renewable energy, wind power, hydropower, solar cells, trading
Nature, people, power lines, graphs and data
Roads, tunnels, construction projects, nature, machinery, people at work