Promotional imagery style
Photos serve to illustrate text and convey emotions much faster and more directly than any word could. Because they support the written message in this way, they are a central component of all forms of communication – whether promotional or documentary. A high-quality photo with a clear message ensures that the target group is optimally addressed.
When creating and selecting these photos, the theme of personal encounters, as described in the brand story, is of central importance. Here, formal aspects such as perspective (eye level), distance (calling distance), focus (play with sharpness and blur) play an important role and give the viewer the feeling of being right in the middle of the action.
Person – Architecture
Architecture as the framework for personal encounters. The unique architecture of Messe Frankfurt designed by renowned architects is not the main focus, however – it has the clear purpose of being both the ideal space for our customers to showcase their brands and the optimal setting for profitable personal encounters.
Focus: personal encounters in a recognisable space.
Dos
- Context: recognisable architecture of Messe Frankfurt as a framework for personal encounters (greeting, conversation, celebration)
- Architectural details in the background underscore the high recognition value of the exhibition grounds
- Camera: eye level, show people interacting with architecture
- Atmosphere: natural lighting, preferably daylight
Don’ts
- Pure staging of architecture, extreme perspectives, overstaged situations, architecture without people
Person – Person
The moment when two or more people meet personally. The magic of the moment when they “hit it off”. The moment when people discover common ground, initiate or conclude a deal, exchange ideas and the pleasure of doing so is plain to see.
The moment when orientation, help, understanding or simply a smile is offered. Focus: the moment of encounter
Dos
- Context: natural situations, proximity, viewer is part of events
- Camera distance: calling distance
- Perspective: at eye level
- Atmosphere: foreground out of focus, natural lighting
Don’ts
- Bird’s- or worm’s-eye view, blurred movements, overstaged situations, people photographed from behind
Person – Product
The moment when people explore, experience, test products together and exchange views.
The magic of the moment when, despite the hustle and bustle of the trade fair, people, while looking at a product, block out everything around them or explore a product together and enter into a dialogue about it – touching materials and shapes, assessing proportions and testing functions. Focus: interaction as an encounter.
Dos
- Context: natural situations, proximity, products in a spatial context, cut-outs/product details, interaction between person and product
- Camera distance: calling distance
- Perspective: at eye level
- Atmosphere: foreground out of focus, natural lighting, staging from different angles
Don’ts
- Extreme perspectives, blurred movements, overstaged situations, people photographed from behind
Press photography
Press photography primarily has a documentary character and a high informational or news value. Press photography is about capturing brief moments and snapshots of events and it should have the quality to optimally transport the key message. Focus: documenting encounters.
Dos
- Context: people should interact and face the camera, occasion/surroundings should also be depicted
- Camera: eye level, as close as possible
Don’ts
- Extreme angles, worm’s-eye view
Themes
The theme worlds of an event are staged from a promotional perspective, presented in a clustered manner and thus made tangible. Photos of interactive product demonstrations, special exhibition areas or visitors interacting or looking at exhibited items can thematically illustrate these theme worlds. Focus: encounters within theme worlds.
Dos
- Context: people are shown in front of graphics/lettering/media/giveaways relating to the respective theme world, detail shots of staged graphical elements illustrate the individual presentation of the themes
- Camera: eye level, proximity, unusual angles
- Atmosphere: side shots of larger audience or groups of people together with the speaker so that the majority of faces can be seen
Don’ts
- Do not photograph the audience from behind (too many rear views).
Portraits
Individual and group portraits show individual characters of exhibition staff, visitors and exhibitors. Portraits can be sensitively staged, personal details create atmosphere and arouse sympathies. They can intensify customer relationships and strengthen loyalty towards the Messe Frankfurt brand, and can also develop a high appeal within the company. Focus: encounters with individual characters.
Dos
- Context: photos should emphasise a personal feel, may also show serious, concentrated faces focused on the matter in hand
- Camera: eye level, proximity, out-of-focus effects in order to make an individual stand out from the crowd
- People do not necessarily have to be photographed from the front; side shots in semi- or three-quarter profile as well as movements are equally welcome.
- Atmosphere: the defined backdrop can create/emphasise the personal context and help to tell the story of the person photographed.
Don’ts
- Shots that appear “wooden”, static postures
Press portraits
Press portraits with symbol are used singly or in series in digital and analogue media and show Messe Frankfurt staff in typical architectural settings.
Messe Frankfurt staff are depicted on mf.com in front of a neutral grey background. Focus: encounters with Messe Frankfurt employees.
Dos
- Press portraits are taken in the walkway between Halls 4 and 3. The symbol is permanently installed on a pillar forming part of the window façade.
- Press portraits for Mesago, or where it is not possible to shoot on location, are taken against a grey/neutral background and composited.
- As a basic principle, on shootings portraits against a neutral background are also needed, so that they can be used flexibly. Therefore, during the photo shoot you should make sure the (natural) light comes from the left.
- Subjects should adopt a similar head and body posture and should not be presented from a too open / head-on or too closed perspective. They should be the same head size.
- All portraits should replicate the lighting situation in the area of the pillars – also against a neutral background.
- Recommended clothing: plain-colour suit/jacket, plain-colour shirt/blouse, plain tie
- Camera: eye level (when shooting in front of the pillar pay attention to the position of the logotype – shorter people should be slightly elevated)
Don’ts
- Other backgrounds
- Clothing: patterns or shiny fabrics