19 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
Applying the style (continued)
LIGHTING Depending on the composition, lighting can be used to evoke a feeling or reinforce the focus of the visual. Images that use natural lighting are preferable. Also: X Avoid flash and harsh sunlight as these can create over-saturation. X For indoor shots, lighting should be either the available natural lighting or natural effect lighting: avoid heavy use of flash. X For outdoor, lighting should be natural sunlight where possible. Remember that low light helps create greater tonality, so avoid harsh daylight.
COLOUR The colour tone in your imagery should: X Employ natural and realistic tones. X Be complementary to the BDO colour palette, but avoid heavy use of blue and be intentional in the application of red. X Warm with a strong tonal range.
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