Photography Guidelines
In 2020, Edelman developed a photography style guide for Aptar.com product and brand photography. The purpose of this guide is to provide an overview of Aptar’s visual brand language to ensure brand integrity and consistency across multiple channels. The guide includes guidelines for repurposing Aptar-owned photography, sourcing stock photography, and photography styling.
The full photography guide is located in Aptar’s Teams environment and is linked to below.
Photography Style Overview
Goals with Aptar Photography
The goal of our photography is to convey the precision and dedication to science that is Aptar at its core, while also capturing real and authentic moments that speak to the wide range of lifestyles and people that our products serve.
We aim to balance our messages through the warmth and optimism of bright, natural and realistic environments — with simple, clean sophisticated images that represent this highly designed, expert and precise industry.
Guardrails
Photography Should Be:
- Crisp, well-lit and modern
- Confident, bold, expert, aspirational
- Approachable, friendly, diverse
- Resonate with both B2B audiences and B2C audiences
Photography Should Never Be:
- Dark, dull or muted
- Elite, exclusive, boisterous or braggy
- Overly staged, insincere, “stocky”
- Limited, shortsighted or tone deaf
Real. Human. Approachable
Quality. Detail. Performance.
How Can We Help?
- Brand Guidelines
- Content Guidelines
- CMS Tutorials
- Technology Overview
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Can’t Find What You’re Looking For?
Need help? Have an idea for something to include in this guide? Reach out to an Aptar team member for further assistance.
