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"result": {"pageContext":{"frontmatter":{"title":"Tips and techniques","description":"When choosing or creating an IBM image, certain criteria should be considered. This guidance will help achieve the impression we’re looking for."},"relativePagePath":"/photography/tips-and-techniques.mdx","titleType":"append","MdxNode":{"id":"4e5796db-4c2b-585d-ab31-0fb440b93803","children":[],"parent":"83a52d9b-f57f-5d17-9c0d-eb90c042cfb0","internal":{"content":"---\ntitle: Tips and techniques\ndescription:\n When choosing or creating an IBM image, certain criteria should be considered.\n This guidance will help achieve the impression we’re looking for.\n---\n\n\n\nWhen choosing or creating an IBM image, certain criteria should be considered.\nThe following guidance will help achieve the effect and impression we’re looking\nfor.\n\n\n\n\n Perspective\n Composition\n Aspect ratio\n Lighting\n Depth-of-field\n Effects and filters\n Clichés, metaphors & see-say\n\n\n## Perspective\n\nAs IBMers, we are objective observers of the working world. This translates into\nthe perspectives we commonly use in photography. There are two primary\nviewpoints, each deliberately designed to present the world “as-is” and at its\nbeautiful best.\n\n### Eye level\n\nWe are a forward-facing organization. We treat our clients and ourselves as\nequals. Imagine IBM or an IBMer is the camera, this is how we view the world\naround us; authentically, eye-to-eye, fairly, naturally, truthfully. We take a\nstep back, capture context, observe the environment, and present a bigger\npicture.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n\n### Aerial\n\nUsed less often, another angle we take is to offer things from a different\nperspective. Equally as objective, an aerial view allows us to “elevate” our\nobservations. This communicates a certain “eye” on consequences and impact at\nscale.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Composition\n\nImage composition is the intentional arrangement of individual subjects within a\nscene to form the final image. There are two key aspects to composition that you\nshould consider for every image.\n\n### Framing\n\nThe 2x Grid can be a useful guide when thinking about composing imagery and\npositioning subjects. Images should leverage divisions of two. Either horizontal\nor vertical, these divisions create zones for subjects, allowing for carefully\nconsidered compositions that feel kinetic, like moments in time.\n\n\n\n\n\n\n\n\nVertical\n\n\n\n\n\n\n\n\nHorizontal\n\n### Focal points\n\nUse the 2x Grid to establish clear focal points. It may seem prescriptive, but\nwhen seen together this approach acts as connective tissue between IBM images.\nThe same approach is used to create delightful film experiences.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Aspect ratio\n\nWhen cropping images, use a common 16:9, 4:3, 3:2, 2:1 or 1:1 aspect ratio\nunless otherwise specified for a particular format. These common aspect ratios\nwork well with our 2x Grid foundation. They help create a visual rhythm within\neverything created using IBM Design Language—from UI components to signage,\nevent spaces and beyond.\n\n\n\n## Lighting\n\nWhenever possible, use natural light or techniques that simulate natural light.\nIBM imagery is allergic to artificiality. The sincere portrayal of subject is\nparamount. We cannot manufacture a better reality than reality itself.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Depth-of-field\n\nEverything should be in sharp focus. This crisp approach reinforces a deep\ninterest in everything, and an emphasis on context and detail. Everything is\npresented evenly.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Effects and filters\n\nAvoid anything artificial. We’re a fact-based company. We communicate with\nclarity, and our photography should communicate this too. We avoid hyperbole and\njargon. Our imagery should avoid spin and overstyling as well.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Clichés, metaphors & see-say\n\nWhen it comes to photography, people respond to what they don’t see as much as\nwhat they do see. Too often, imagery is used to double-down on what is already\nunderstood versus adding depth and dimension. We should use imagery\npurposefully, to expand ideas and elicit emotion.\n\nWe are a fact-based, insightful, opinionated organization. Therefore, we try to\navoid abstraction in favor of palatability and tangibility. If an image looks\nlike it could have been created by any other organization, it’s probably lacking\na distinct point-of-view (style or subject) or purposeful use that is uniquely\nIBM.\n\n\n\n\n\n\n\n\n\n\n\n\n\n","type":"Mdx","contentDigest":"5bae375dd07c99a87c72b39f2e97d204","owner":"gatsby-plugin-mdx","counter":1922},"frontmatter":{"title":"Tips and techniques","description":"When choosing or creating an IBM image, certain criteria should be considered. This guidance will help achieve the impression we’re looking for."},"exports":{},"rawBody":"---\ntitle: Tips and techniques\ndescription:\n When choosing or creating an IBM image, certain criteria should be considered.\n This guidance will help achieve the impression we’re looking for.\n---\n\n\n\nWhen choosing or creating an IBM image, certain criteria should be considered.\nThe following guidance will help achieve the effect and impression we’re looking\nfor.\n\n\n\n\n Perspective\n Composition\n Aspect ratio\n Lighting\n Depth-of-field\n Effects and filters\n Clichés, metaphors & see-say\n\n\n## Perspective\n\nAs IBMers, we are objective observers of the working world. This translates into\nthe perspectives we commonly use in photography. There are two primary\nviewpoints, each deliberately designed to present the world “as-is” and at its\nbeautiful best.\n\n### Eye level\n\nWe are a forward-facing organization. We treat our clients and ourselves as\nequals. Imagine IBM or an IBMer is the camera, this is how we view the world\naround us; authentically, eye-to-eye, fairly, naturally, truthfully. We take a\nstep back, capture context, observe the environment, and present a bigger\npicture.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n\n### Aerial\n\nUsed less often, another angle we take is to offer things from a different\nperspective. Equally as objective, an aerial view allows us to “elevate” our\nobservations. This communicates a certain “eye” on consequences and impact at\nscale.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Composition\n\nImage composition is the intentional arrangement of individual subjects within a\nscene to form the final image. There are two key aspects to composition that you\nshould consider for every image.\n\n### Framing\n\nThe 2x Grid can be a useful guide when thinking about composing imagery and\npositioning subjects. Images should leverage divisions of two. Either horizontal\nor vertical, these divisions create zones for subjects, allowing for carefully\nconsidered compositions that feel kinetic, like moments in time.\n\n\n\n\n\n\n\n\nVertical\n\n\n\n\n\n\n\n\nHorizontal\n\n### Focal points\n\nUse the 2x Grid to establish clear focal points. It may seem prescriptive, but\nwhen seen together this approach acts as connective tissue between IBM images.\nThe same approach is used to create delightful film experiences.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Aspect ratio\n\nWhen cropping images, use a common 16:9, 4:3, 3:2, 2:1 or 1:1 aspect ratio\nunless otherwise specified for a particular format. These common aspect ratios\nwork well with our 2x Grid foundation. They help create a visual rhythm within\neverything created using IBM Design Language—from UI components to signage,\nevent spaces and beyond.\n\n\n\n## Lighting\n\nWhenever possible, use natural light or techniques that simulate natural light.\nIBM imagery is allergic to artificiality. The sincere portrayal of subject is\nparamount. We cannot manufacture a better reality than reality itself.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Depth-of-field\n\nEverything should be in sharp focus. This crisp approach reinforces a deep\ninterest in everything, and an emphasis on context and detail. Everything is\npresented evenly.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Effects and filters\n\nAvoid anything artificial. We’re a fact-based company. We communicate with\nclarity, and our photography should communicate this too. We avoid hyperbole and\njargon. Our imagery should avoid spin and overstyling as well.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n## Clichés, metaphors & see-say\n\nWhen it comes to photography, people respond to what they don’t see as much as\nwhat they do see. Too often, imagery is used to double-down on what is already\nunderstood versus adding depth and dimension. We should use imagery\npurposefully, to expand ideas and elicit emotion.\n\nWe are a fact-based, insightful, opinionated organization. Therefore, we try to\navoid abstraction in favor of palatability and tangibility. If an image looks\nlike it could have been created by any other organization, it’s probably lacking\na distinct point-of-view (style or subject) or purposeful use that is uniquely\nIBM.\n\n\n\n\n\n\n\n\n\n\n\n\n\n","fileAbsolutePath":"/home/runner/work/design-language-website/design-language-website/src/pages/photography/tips-and-techniques.mdx"}}},
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