JUMP STARTPHOTOGRAPHY

STANDARDS

A guide to shooting for Jump Start promotional publications

From the Jump Start style guide

Jump Start communications aim to...•  communicate the VALUE of the program (so prospective students feel that it

is worth the cost, effort, early arrival)

•  position the program as ESSENTIAL to students’ UBC experience

•  support the UBC brand –  be bold, open, adventurous, fun

... by•  telling a compelling, sophisticated visual story through photography

•  engaging the viewer emotionally

•  showing photos of engaged students in moments of transformative learning

• pairing the tagline – the smart start to life at UBC – with photos that embody it

From the Jump Start style guide

Photo selection criteria

1  Photo shows activity & energy (tight cropping can help emphasize this)

2 Smiles on everyone

3  Student’s expression hints at transformative learning, an aha moment; they look engaged

We use students’ expressions to tell the story of what Jump Start offers. The results (the learning, support, and connection) are shown in their expression.

Photography Standards – DOs and DON’Ts

DOs – summary• genuine, happy smiles

• expressions that show learning

• expressions that exude warmth and welcoming

• variety of settings and activities – show that learning happens anywhere and everywhere  – especially academic settings and residence

• action

• individuals or groups

• bright, natural lighting

• short depth of field

• in general prefer close-ups or medium-close-ups

Photography Standards – DOs and DON’Ts

DOs – examples• genuine, happy smile• expression exudes warmth and welcoming• bright natural lighting – captures feeling of sunshine

Photography Standards – DOs and DON’Ts

DOs – examples• expressions that show learning, engagement• short depth of field to focus viewer on main subject’s expression• people in background are smiling, even if blurred

Photography Standards – DOs and DON’Ts

DOs – examples• action, forward motion

Photography Standards – DOs and DON’Ts

DOs – examples• academic setting• expressions that show learning, engagement• action

Photography Standards – DOs and DON’Ts

DON’Ts

Things that make images less usable for publications:

• busy backgrounds•  logos on shirts or other

branded items in image• revealing clothing• food or drink

•  subjects looking down or away from camera

•  shot from too far away to see facial expressions or action