Opportunities for visual storytelling occur throughout our spaces, whether during student programming, community events, or one-on-one student service. It’s important to consider budget, time, resources, and use when determining how best to capture these moments.
To help develop a plan of action for capturing photos at your next event or engagement, this guide covers goals and use of photos, along with taking your own photos and requesting photography.
What is the goal?
Quality is just one (albeit important) piece of effective photography. The type of image you select will also impact whether your publication is received as intended and, thus, meets your organization’s goals. Image selection should be deeply informed by the goals of your piece and the tone of your organization.
For example…
| If you are creating a… | You might select an image(s) that… |
| Social post recapping an event | Shows connection and emotion
Note: Use 10 photos or fewer for social carousels |
| Brochure highlighting the amenities of your space | Draws attention to human interactions or unique features in use by your main audience |
| Poster inviting folks to attend an upcoming event | Shows moments of human expression/connection that mirror the feeling(s) of attending a similar event |
| Postcard welcoming students to campus | Highlights an iconic aspect of campus that inspires excitement and hope |
Some questions to consider…
- What is the focus of the piece?
- What do we want people to feel while they are engaging with the piece?
- Is there an editorial focus for the photography that aligns with Strategic Communication priorities? (link)
- How can I respectfully represent diversity and belonging?
- What questions might people have (i.e., can a visual clarify/elaborate)?
- What funds do you have budgeted/available for photography services?
- Do you need someone to direct shots, capture specific moments, and handle various lighting conditions?
- Will professional photography provide greater long-term value compared to mobile photography?
What is the use?
You can use your time and resources more effectively by defining the specific use(s) for your images before shooting. We recommend considering and clearly outlining:
- What images exist in your current archives, and what is missing?
- Where/how will these photos be used (e.g., a brochure, a photo story, a social carousel)?
- What specific shots will you need to convey this opportunity appropriately? (e.g., Photos of students in conversation, photos of students in the space, photos of leaders engaging with students, etc.)
- How will the images need to be adjusted for size/orientation to use on the appropriate platforms? (Do you have a variety of angles? Is there enough space to crop if necessary?)
Read on for additional details and considerations when ensuring your photography will appropriately meet the goals of a larger project.
Digital (e.g., Social, Web, Advertising, etc.)
Social: If your images will be published primarily on social media, a personal, mobile device will likely deliver an image with sufficient quality (i.e., no pixelation), as long as there is proper lighting and limited zoom. Find tips for “Taking Your Own Photos” below. You can also reference MailChimp’s “Guide to Social Media Images Sizes” for specific dimensions based on platform.
Web: If your images will be published on a website, consider how your images may be viewed in both a desktop and mobile environment. Does a landscape image lose its detail/effectiveness when minimized for a vertical format, e.g., phone?
Placement may also impact your image selection. For example, a hero (the main image found at the top of the page) image will require a wider shot with space on the top and bottom of your subject to avoid over cropping. If you plan to include a headline, you may choose a photo with the subject on one side, where the visual will not compete with the text.
You can find a full list of WiscWeb image sizes by referencing their KB document.
Advertising: If your images will be used for digital advertising (e.g., social media ads), select an image (or images) that can be cropped to suit various platforms. A 1:1 square is versatile but may not suit all digital advertising channels.
You’ll also want to select an image with a clear tie to your “call to action.” as well as a clear affiliation with your organization. Because the image is likely the first thing your audience will see, it is important that they can quickly discern who the ad is from and what the content may relate to. Finally, if you plan to add a text overlay to your image, be sure the copy is concise and only covers 20 percent or less of the image.
Print (e.g., Brochure, Poster, Postcard)
If your images will be included in a print publication, a mobile device could deliver sufficient quality. However, there is significant variability based on your camera’s megapixels and the size of the printed image. To minimize the risk of quality issues, we recommend utilizing a DSLR (professional) camera whenever an image is planned for large-scale print. Contact Student Affairs to discuss options for equipment rental.
A Note on Anonymity | Respecting Your Subjects
When taking photos, note potential concerns with if/how your subjects are captured in their specific circumstances. For example, while photographing an event, what might your photos suggest or reveal about the subject? There are ways to capture meaningful photos while respecting your attendees in potentially sensitive environments. For suggestions, please contact Student Affairs Central Communications.
Taking your own photos
Settings
If you are not familiar with manually operating your camera’s settings, set your DSLR to automatic mode. If you would like to gain greater control and creative flexibility of your images, consider accessing the variety of resources available via your UW–Madison LinkedIn Learning account. Here are a few trainings to help you get started:
Composition
To preserve image quality, move closer to your subject (rather than using zoom). Getting closer to a subject also creates a more intimate, authentic feeling when showcasing emotion.
Also consider how the number of subjects might impact the feeling of the image (e.g., would conversation or interaction among people make the experience feel richer than an individual shot)?
- Note: An easy guide for positioning your subjects is the “Rule of Thirds.” Most mobile devices and cameras allow you to enable a grid as a visual reminder of this.
Lighting
Aim for consistent lighting to limit shadows on your subjects
If shooting outdoors…
- Clouds will naturally even your lighting
- In case of direct sunlight, it is easiest to place your subjects – and ideally, yourself – in shade. An alternative is to have your subjects place their backs to the sun.
- Note: Depending on the time of day/position of the sun, back-lighting may impact the visibility of your background. Also be mindful of sun flares appearing in your image, that is, when the sun shines directly into your lens.
If shooting indoors…
- Face your subjects toward a window or other natural light source (e.g., glass door).
- If you are experiencing shadows or discoloration (yellowing), turn off overhead lights.
- If there is little-to-no natural/indirect light, turn on all overhead lights and, if possible, use a lamp add brightness to dark areas. Consider having subjects face the alternative light source.
- Note: If your light source has a color (e.g., TV screen or colored bulb), this will discolor your image/subjects. Use (off)white lighting whenever possible.
Permission and photo release
From Office of Strategic Communication
“If images are only being used during the event, obtaining signed releases is not required. However, if you plan to use the images anywhere else (in communications following the event, future event paid advertising, etc), you will need to obtain formal approval [from attendees].
Including the photography release in event registration is a great idea for efficiently managing this process. Keep in mind you’ll need to be able to identify who opted out during the event. Depending on the structure of your event, this could be done by notes on nametags provided at check in, assigned seating areas, etc.
In the past, the Office of Legal Affairs has suggested the following language on signage at an event where photography is taking place: “Please be advised that by entering this area for this event you consent to be photographed, filmed or otherwise appear on camera for the purposes of (NAME OF PRODUCTION by PRODUCTION COMPANY).”
We also suggest including a way to opt-out at the event, in case people’s preferences have changed.”
Reference UW–Madison’s Photography policy for guidelines on acceptable and unacceptable use of photos, copyright, and freelance policies and rights.
Requesting photography
Securing Services
Request photography services through Student Affairs Central Communications by submitting a Project Request Form. Requests are approved based on budget, timing, photographer availability, and use of photos. The earlier requests are made, the more likely they are to be reviewed in time.
Cost
When secured through Student Affairs Central Communications, the typical cost for professional photography is $350 for a two-hour event. This includes event coverage and photo editing. Photography costs may be covered centrally depending on use. Costs may otherwise be covered by the requesting department.
Accessing photos and guidelines for use
Professional photography covered by Student Affairs Central Communications is stored in the Student Affairs photo collection (Brandfolder) for staff use unless otherwise agreed upon. All Student Affairs staff members can access professional photo files for general use via the shared Student Affairs photo collection.