Be consistent regarding brightness and darkness – avoid the in-between.

• Use bright images with dark accents or dark images with bright accents.

• Strive for a clear, precise appearance with natural contrast.

• Harmonize images visually when shown in groups.

Use natural hues with subtle enhancements to reveal what’s truly special about the subject.

• Highlight natural surroundings with gentle refinement.

• Emphasize a neutral spectrum for clarity and brilliance.

• Preserve authentic color and balanced light.

Our preferred angle is natural and at eye level – balanced, clear, and focused on the subject.

• Choose perspectives that support authenticity and purpose over unnecessary exaggeration.

• Use alternative viewpoints only when they enhance clarity, meaning, or storytelling

We show the world how we see it – naturally with our eyes or our devices.

• Make deep and even focus your first choice.

• Use macro or telephoto views with shallow focus/depth of field for categories such as science, the film industry, hunting, and nature observation.

• Guide the viewer's attention with natural focus transitions.

Clean, unobtrusive backgrounds let the subject speak for itself without distractions.

• Select a plain white, black, or neutral background depending on the subject.

• Deploy soft lighting without unnecessary effects.

• Maintain a minimal, uncluttered look.