4.2.6 Imagery

Research respondents show a clear preference for images that are personal, candid, human, and authentic.

• Do use both color and black-and-white images. Seek creative use of light.
• Do capture members and moments “as is.” Images should be honest.
• Do strive for images that suggest “doing” and convey an individual’s story. When possible, use the names of people in images to add credibility.
• Do capture context in the surroundings. Let the environment help tell the story, and avoid cropping out the image’s frame of reference.
• Do capitalize on metaphors that bring interest and meaning.
• Do encourage photographers to follow the principles in the Photography Field Guide.

Images of Heavenly Father and Jesus Christ can be a powerful way to help people feel God’s love and invite the testifying power of the Holy Ghost. To respect and honor God the Father and our Savior, we portray Them in ways that reflect Their sacred nature and character. Humbly and thoughtfully evaluate images of Heavenly Father and Jesus Christ using the standards outlined in the Depictions of Deity style guide.

When possible, shoot new photography that applies to the subject matter or use imagery from titan.ChurchofJesusChrist.org that meets these standards. Avoid using commercial stock images. Lifestyle imagery should capture real moments in the lives of Church members around the world.

• Do capture authentic, candid, and spontaneous shots. Look for images that give context or tell a story.
• Do embrace diversity of age, ethnicity, locations, and economic situations. Ensure imagery reflects the worldwide people and places of the Church.
• Do concentrate on people as opposed to the institution.
• Do use architectural and natural scenes that inspire or communicate a message.

Because of their sacred nature, ordinances, blessings, and sacrament meetings should not be photographed. Instead, consult with local leadership to capture images before or after ordinances or sacrament meetings are held. Authentic shots of people naturally positioned, expressing unvarnished emotions, are highly preferred to staged situations.

With permission, it is appropriate to photograph classroom settings, activities, and meetings exclusive of sacrament meetings. Any photos taken on temple grounds require advance authorization from the Temple Department.

Ensure that proper releases have been granted for photos taken during general conference. Permission must be granted for photos that portray subjects beyond a journalistic mention of general conference.

Note: Written permission to use a person’s photo may be required. Contact the Correlation Intellectual Property Division in advance for assistance with photo releases.

• Do plan your photos around real events, allowing sufficient time to obtain permission from local leadership and individuals involved.
• Do maintain natural arrangements of people as they would be during blessings, ordinances, and similar events.
• Do not stage sacred scenarios or cast models. Do not artificially position individuals or rearrange background settings to create an “ideal.”

Photos of General Authorities, General Officers, and Area Seventies fall into two categories: portraits and ministry. In either case, photos of Church leaders should convey warmth, humility, and humanity. Portrait shots are used in Church communications that are more formal in tone (see 4.4), such as the following:

• Studio shots
• Subject is generally looking at the camera
• Black-and-white or color photos

Do use the most recent portrait of a leader available unless an earlier portrait adds specific context to the story.

Ministry images are less formal (see 4.3) and show leaders interacting with people, fulfilling responsibilities, or participating in daily activities. Photos of Church leaders at general conference are a more formal example of leadership ministry images.

• Environmental shots
• Subject is generally not looking at the camera
• Black-and-white or color photos

• Do request advance permission for a photographer to attend an event, interaction, or appearance that involves a leader.
• Do capture authentic moments, not staged photo opportunities.
• Do seek compassionate, humanizing scenarios.

People responded best to pictures of leaders who “see the good” and have expressions that demonstrate “love and caring.”

Illustration is the most flexible category within Church imagery and can effectively communicate broad concepts, metaphors, and various moods. A set of illustrations in the same style can be an effective visual connection for a series, campaign, or program.

Keep in mind that illustration styles should correspond with our Communication Attributes and deliver the appropriate level of formality (see 4.3). Consult with the Visual Identity Office if questions about illustrations arise.

• Do use illustrations to convey a concept, metaphor, or theme related to the content.
• Do select illustrations that are simple and timeless.
• Do pull from the approved color palette when applicable (see 4.2.5).
• Do not mix multiple illustration styles within the same article, story, or campaign.
• Do not allow illustrations to compete with the message being communicated.

Avoid images that look contrived or outdated. These can detract from the intended message. Use studio shots sparingly. They should not be a substitute for authentic settings.

• Do not use posed or staged images. Avoid casting models or prescribing wardrobes. Dress and grooming for Latter-day Saints should reflect prophets’ teachings and avoid extreme styles or appearances that may distract from the intended message.
• Do not remove flaws that make a person or place more genuine. Do not artificially colorize or tint images.
• Do not present collections of images that are overly homogeneous. While members of a group in a single image might be similar to each other (such as a family), the images throughout the publication should reflect the natural diversity of Church membership.
• Do not use obviously outdated images unless the age of the image adds authenticity to the story or subject.