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Images
The photographic style of Dialogue mirrors the expertise and warm attributes of the brand. The photos should feel authentic and not staged. Photos should also be well lit in soft natural lighting. It should exude warmth and kindness. Healthcare professionals should feel knowledgeable and welcoming.
Users should be seen with a device. The subjects should look relaxed in a comfortable setting. Ensure that there is a variety and diversity of people shown.
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Diverse and inclusive photography
The Dialogue brand puts focus on diversity and inclusion by using photography that feels authentic, relatable, and accessible. Make sure to use imagery that best reflects people of different races, genders, ethnic groups, sexual orientations, ages, religions, and additional background factors. Although it might not always be visually obvious, it can be portrayed using subtle cues. Choose photos that intentionally put different kinds of people in the spotlight, and allow them to be the focus.
When choosing photos, ask yourself these questions in order to easily identify the groups of people you may be leaving out, recognize your own biases, and avoid stereotypes.
- Who is missing or excluded?
- Can everyone see themselves represented?
- Does this picture reinforce any stereotype?
- Is anyone being tokenized?
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Corporate and lifestyle imagery
There are two types of imagery that we can use: corporate and lifestyle. We use corporate imagery when addressing partners or clients. People in corporate imagery should be dressed in business attire and in professional settings.
Lifestyle imagery is reserved for when addressing members or referring to health and wellbeing, and when applicable to our product and services. People in these images can be dressed casually but appropriately. Even though these images often refer to members, they do not always need to be shown with devices as long as the image has a cohesive depiction with accompanying content.
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Image resources
Never download an image from the web unless it has been labeled for reuse and is available from a website that allows for free downloads. Royalty free images can be found on websites such as Pexels, Pixabay, and Unsplash. Make sure images are a minimum of 1500 pixels wide, or 2400 pixels if you plan on cropping the image.
Purchasing imagery allows single or multiple use permissions and a variety of resolution options. Images can be purchased from websites such as Getty images, Canva, and Adobe Stock, amongst others.
Dialogue employees have access to our photo archive of previously used or purchased images. Please reach out to someone on the Marketing team if you need an image purchased.