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On this page, you will find guidelines, rules, and advice to help photography represent Kensington in the best possible way.
This applies to renderings as well as to photography.
Hero shots need to be provided with a shadow and white background on seperate layers.
Naming Examples [product shots/lifestyle or group]:
• ke-K52200-K72344-K68008-a1-ww [multiple sku’s/lifestyle]
• Application = a (Fits to mood, in use, Lifestyle)
• Group = g
• Product shot = v
• Amazon Carousel = etail (If there are several images of one product, name them: a1, a2, a3; g1, g2, g3; v1, v2, v3; etail1, etail2, etail3; etc.)
To ensure a uniform presentation of the products across the board, protective space must be maintained for all products.
In this files, you will find the horizontal and vetical master mask. Once opening it in photoshop you can place in your TIFF file to use as guidance. Once opening it in photoshop you can place in your TIFF file to use as guidance.
Use the same dimensions of the same product category.
For hero shots, find the angle that most clearly define the product and that has a visual impact. This is usually front, top or a horizontal 45° angle to the camera. The height can also vary by product.
Every product category has its individual product angle, considering the various shapes. To be consistent within the categories, please follow the given examples.
Stick with the correct product angle and perspective for each product category.
Images show what comes in the box with the purchase of the product. These types of shots can be used for catalogs and web.
In use shots should show how the product works and should not have people in them. These types of shots can be used for ads, catalogs, web, and trade show banners.
The aim is to capture the product being used in real-life events. Lifestyle shots typically involve models interacting with the product.
When a person is in the shot, use screen mockups that visually tell the story of what that person is doing using the products. If there is no person included, please use one of the screensaver mockups.
Models should look modern and relevant.
Environmental shots typically involve one product in a scene, such as a home or office setup, or an ecosystem of products to convey a solution. Models may be in the shot, but they wouldn’t interact with the product.
In home office scenarios, emphasize a warm and cozy home-like feeling with warm lighting and home-related props such as pillows, a coffee cup, plants, pictures, and custom items on the desk. For office spaces, use a more structured, serious look, with colder lighting (yet friendly, spacious, clean, and welcoming).
To ensure that an image can be properly incorporated into a layout (with or without text), make sure there is enough clear space on all sides around the product, while maintaining the product as the center of attention.
The colors create a vivid atmosphere. We set ourselves apart by using reduced colors and desaturated hues instead of color-intensive tones. Thereby, we create harmony and elegance throughout the images, reflecting an easy-going manner.
Products that are highlighted in a campaign can be presented in a more creative and abstract way while maintaining simplicity and a premium feeling.
If stock imagery is needed, use imagery that has an authentic look and feel and fits the brand style.
Note: Please try to use Getty image account where possible.
In the case of visualizing the combination of photography and products these are two options to go with:
These guidelines are for anyone building Kensington marketing assets, so that we can ensure brand consistency and maintain a strong brand across all properties. Please email any issues to Kensington Global Marketing: