Choosing photos for your publication
Photos and illustrations are important parts of any publication. Good designers know that well chosen, well placed art can help create energy and excitement in a publication, as well as providing visual cues to the reader as to order, organization, and over-all flow.
1. How do I choose photos for my publications?
Too often, we place photos in our publications because we feel we need a photo and we only have one photo to use. Good photography is a critical to the success of any publication and a good rule of thumb is, “use the best available art.” A second rule of thumb is, “if the photo is crummy, don’t run it even if it is the only one you’ve got.”
So what makes a good photograph?
- A good photograph is a clear photograph with good contrast and good tonal range.
- A good photograph speaks to the tone of the publication, and specifically to the subject matter of the corresponding article. In general, casual action shots are more interesting than head shots, though head shots have a place and purpose.
2. Where do I put photographs in my publication?
Photos are eye magnets. When well placed, they draw the eye around the page and lead the viewer to things to read.
- Try to place photos near top or center of publications. Photos placed at the bottom tend to draw the eye off the bottom of the page.
- Consider the “direction” of the photo. The subject matter of photos, such as lines within photos and the direction of faces and gestures, tend to draw the eye. Essentially, if you have a photo of a left facing person, don’t put that photo near the left side of the page.
- Make sure photo placement does not interfere with the natural flow of text. The best way to avoid this is to let someone else proof your document—see if the flow makes sense to person not involved in the design of the piece.
- Photos should have captions—people will look at photos more closely if they have captions.
3. Remember that you don’t have to use photos “as is.”
Photo manipulation software, like Photoshop, makes it possible to crop photos, knock-out backgrounds, change colors, etc. Cropping is an exceptionally easy way to improve a photograph. Be careful, though. In some instances (such as journalistic photography) to edit the image is to edit the meaning. Find out if it’s acceptable to edit the image before you proceed.