The following guidelines are intended for designers, content managers and photographers.
Photographs should be carefully chosen to thoughtfully depict a subject or situation. As with images of our records, photograph choice is an opportunity to enhance the authority and professionalism of a page or section, rather than to simply decorate the content. Where appropriate, all photographs should be taken on site at Kew, either in the building or the grounds.
Many of the basic principles of using images of our records also apply to the use of photography.
Remember that one great image is better than three mediocre ones. While the majority of photographs will be used for our website, all photographs should be taken and prepared at high resolution to allow for print reproduction.
Wherever possible, use photographs that represent the diversity of our visitors and staff. This helps reinforce the core values of The National Archives and ensures imagery is current, topical and open:
When photographing members of the public, you must obtain explicit permission from the individuals. Take particular care when photographing children. Teachers, parents and guardians must be present and photographs taken under supervision at all times.
Objects, especially documents or historical artifacts, should be shown in a visually engaging and inventive way. Use subtle photographic techniques such as perspective, depth of field and lighting to enhance visual interest. This is most important for parchment and other low-colour subjects.
Trying to follow these principles when photographing objects:
Do – use honest, thoughtful, inspiring images of staff or the public (with permission)
Don’t – use clichéd stock imagery that lacks context, specificity and diversity
Do – use insightful, credible and authoritative photographs taken at Kew
Don’t – use generic, metaphor heavy representations of subject matter
Do – show people in real, spontaneous situations
Don’t – show staged or unnatural poses, avoid ‘anonymous’ hands in shot
Do – focus on people clearly engaged in genuine activity to convey a friendly, inviting atmosphere
Don’t – show environments that could be perceived as oppressive or intimidating. For example an empty room full of computers
Do – try to depict objects, especially documents, in a dynamic way if their reason for inclusion is more decorative or they serve as thumbnails that link to a more accessible presentation of their contents
Don’t – show documents flat-scanned unless the context of their usage requires their content to be more legible
Do – convey a sense of discovery in a memorable way; try to show people actively engaging with their environment and objects within it
Don’t – use images that lack an emotional or narrative emphasis. For example it is better to show a person or people reading books, where the audience can see the cover, rather than a shot of a bookshelf filled with books difficult to identify
Do – ensure photographs have strong composition, balanced lighting and clear focus of subject
Don’t – use images that are out of focus, overly saturated, poorly composed or pixelated
Do – use photos as originally shot where possible. By depicting subjects realistically we can encourage trust from our audience
Don’t – be heavy-handed with colour filters or effects such as blurring. This is more labour-intensive and could give our audience false expectations and ideas as to how things really appear
