Communication Tip: Photography for Websites

Therese Frare

Most of us see many, many images every day—on the web, in magazines and newspapers, on billboards, on TV and in movies. We are a visually bombarded and visually inpatient society—and for better or for worse—we are accustomed to processing information quickly and then moving on. When you design your website, keep in mind that the imagery you chose is very important.

Author/Photographer Therese Frare captured a warm moment shared by her parents in this recent photograph.

Photography is an attention grabber. Eye-tracking studies show that our eyes are drawn to the photography and graphics first. If the eyes like what they see, they will hang around long enough to read the copy and find out more about your organization.

Photography is a very efficient form of communication. A picture is worth a thousand words—as the saying goes—means that a photograph can communicate a large amount of complex information quickly.

Poor quality photography sends the wrong message. Photos that communicate negative messages or photos that are blurry, dark or distorted will give the viewer a poor impression of your organization.

What type of photos do viewers want? Photography can aid loved-ones who cannot visit personally. Visitors to your site want to see your facility, your staff, and what makes your organization special. Consider including exteriors, interiors, staff pictures and people images that show human interaction. Be mindful to choose imagery that accurately describes your organization. You want to look your best, but don’t mislead the viewer.

Where can I get photography for my website? Photography can come from a variety of sources. You can mix imagery from these sources for your website.

1. Taking your own photos is an option if someone at your organization has a digital camera and an interest in photography. Set the camera to capture JPG files at a large resolution. Your web services partner will make the final edit, reduce the resolution for web use, and do the final digital corrections. In general, be sure to get in close to fill the frame with the image, use both vertical and horizontal orientations for visual variety, and remove any distractions from the background of the photograph.

• Exteriors: Have the sun at your back or to the side, so that the light is hitting the front of the building. Early morning or late afternoon light is best. Avoid the shadows and harsh light of mid-day sunshine.
  
  
• Interiors: You can photograph dining rooms, therapy rooms, living spaces and common areas with or without people. Use a 24mm to 35mm wide angle lens, if possible, and remember to stage the room with touches like flowers or place settings. A flash is often required.
  
  
• Staff Photography: For headshots, chose a plain background like a neutral colored wall and use this as your “studio” so the images are consistent. Use a lens focal length of 105mm to 150mm, if possible.
  
  
• People Photography: Warm moments add the heart to any website. Be sure to get a signed model release from any identifiable person. This is a legal liability waiver which grants permission to publish the photograph.

2. Stock Photography provides a generic library of model-released lifestyle images that show a variety of people interacting in various situations. Enter the search keywords that describe what you are looking for and continue refining your search terms until you find what you like. You can get a free download so that you can build a library of images you are considering and then pay for your choices later. 

• Getty Images is the premier professional photography stock site and is offering new pricing for web and mobile. Search Royalty Free (RF) images only. Image prices are approximately $49 for 500KB. The license allows you to reuse this image for multiple uses within your organization, with no time limit.
  
  
• iStockphoto offers low cost imagery at approximately $3 for a small file of 414KB. If you plan to use the photo for print purposes also, you will want a large or xlarge file for approximately $12 or $18.
  
  
• BIG Stock Photo has some of the same imagery as iStockphoto at approximately the same price.

3. Professional Photography is a good investment for quality images of your specific organization. Photographers in your area can be found through American Society of Media Photographers (ASMP) or by contacting the photo editor of your local daily newspaper for names of freelance photographers that specialize in people or architecture or portraiture or all of the above.

In the next issue of the Communicator, look for communication tips on using Flash animation on your website.