Photography

Lighting and shadows

This applies to renderings as well as to photography.

• Images should have a natural soft shadow. Avoid shadows on or behind products hanging in the air, as well as using Photoshop drop shadows. If photographers create shadows, they should always provide a Master TIFF file that allows the shadows to be removed.
• The products should have a clean look, emphasizing the surface and showcasing the materials and high quality. Cables should be hidden or faded out when possible.
• To give a product "atmosphere", it may be placed on the Kensington Light Gray background during asset creation.
• For hero shots, place the product on a white seamless background. The background atmosphere and shadow should be removed in the Master TIFF file (see result in hero shots).

Master TIFF

Hero shots need to be provided with a shadow and white background on seperate layers.

• Product needs to be on a transparent layer and include an outline clipping path. But must be at 0.2px device flatness and named with Path 1 (nothing else).
• Drop shadows should be on their own layer with the blend mode set to ‘multiply’.
• Tiff files should include as separate layers: 1. Product on top layer with mask or transparent background; 2. Shadow layer; 3. White background
• Master mask can be placed in the Tiff file to check the right proportions and safe space around the product.

Mask for product shots

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.

• File size: 6000 x 4000 px; 4000px x 4000px
• The safe space around every product is 250px to 600px

Hero shots

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.

• The entire product should be seen: no part of the subject should be cropped out unless there is a cable attached to the product (e.g. a trackball or mouse with cable).
• If the product is a category image, then the hero image should match the composition of the other category hero shots. Please use your best judgement here.
• When products are placed in direct comparison, keep approximate proportions the same and provide enough clear space around each product.

Product angles

Every product category has its individual product angle, considering the various shapes. To be consistent within the categories, please follow the given examples.

• The examples in each of these categories should be used as a template for the correct product angle.
• Try to align the top edge/perspective line to the examples as well.

Products with accessories

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.

• Illuminate any LED lights or drop in screens/backgrounds in Photoshop if the product has a screen. Screens on devices should always have a screensaver.
• Any devices that show the usage of the product should be plugged in.
• Include cables if they are part of the product (wired product vs. wireless). Cables should be positioned to create as little visual distraction as possible.
• The background environment should be simple and not compete with the product for visual attention.

Detail shots

• Make sure the entire product is sharp (wide depth of field and focus stacking if needed, for infinite focus range).
• Pay extra attention to appealing and harmonious lighting, in addition to natural soft shadows, to emphasize the premium materials and finish of the product.
• Wisely select the shot composition, angle, and crop, in order to highlight and isolate the product attribute and specific design points of interest.
• Playing with negative space and dynamic lines helps to highlight the details while making the product look sturdy.
• Highlight key features or interesting hidden details.

Lifestyle

The aim is to capture the product being used in real-life events. Lifestyle shots typically involve models interacting with the product.

• Ideally, viewers should be able to see themselves utilizing the product in the scene. When using models, effort should be made to ensure that diversity of race and ethnicity is represented and that the scene reflects an authentic moment of life using our products.
• The image should quickly communicate a story about the product’s function.
• In order to help the viewer relate and connect to the scene, the shots involving models should be considered from an human-scaled eye-level. Top-downs, eye-bird views, or super low-angle shots are to be reserved for shots without models, as they would break from a natural human eye-level perspective.

Screen mockups

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.

• Use these mockups for your shots to help achieve the most accurate perspective.
• Try to arrange your lighting so that the screen doesn’t have extreme reflections.
• If inserting the mockups in post-production, consider adding natural reflections and lighting to showcase the mockups as realistically as possible.
• Certain OEM products are uniquely identified by specific screensavers. Make sure to use the appropriate screensaver if you choose to use a product-specific one vs. a generic one.

People and clothing

Models should look modern and relevant.

• Diversity: Always consider models from all ethnicities.
• Attitude: Thoughtful, natural, spontaneous and aspirational.
• Clothing should be modern while still feeling classic and timeless, rather than following a trend.
• Models should wear solid, simple colors with clean lines. No clothing with distracting patterns, wrinkles, frills, or stylistic elements that would detract from the product.

Environmental and desk setups

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.

• The surroundings should work as a stage and not distract from the product.
• The scenography should be minimal yet natural; telling a consistent plausible, and authentic story.
• Cables should be nicely arranged and/or hidden if possible.

Home office versus office

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).

Image crop, angle, and clear space

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.

• Images that can be easily extended by color or edits in Photoshop are very helpful.
• Eliminate distractions in the background by using selective focus, or by lightening or darkening areas of the image in Photoshop.
• Use a gentle contrast between the product and its surrounding.

Tones

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.

• Try to incorporate a light and airy or dark and elegant aesthetic with focus on simplicity and functionality.
• Create an almost monochromatic color balance with a few darker pieces, that are not too distracting.
• Vibrant on-screen colors can be used to draw attention to the product. Choose the screensaver according to its purpose.

Campaigns

Products that are highlighted in a campaign can be presented in a more creative and abstract way while maintaining simplicity and a premium feeling.

• Use clean backgrounds. They can be colored but should not take away the main focus of the image. Preferably use colors from the Kensington color scheme.
• Present the product in an interesting or even playful way, using lots of space around the object.
• Use realistic shadows and avoid Photoshopped-looking drop shadows.
• If using additional props, make sure they do not distract from the product.
• If a seasonal theme, appropriate background colors and objects may be added.

Social Media Mood Board (Dark)

Social Media Mood Board (Light)

Stock imagery

If stock imagery is needed, use imagery that has an authentic look and feel and fits the brand style.

• Prioritize images representing authentic people in natural moments of life. Avoid studio shots, artificial renderings, collages, or exaggerated scenographies.
• If images are needed for other categories (e.g. fitness) use lifestyle images, product arrangements (link) or iconography (link) to communicate the message.

Note: Please try to use Getty image account where possible.