The narrative photos serve to visualise the topics of the insurance group and are available in a Group-wide photo pool that can be successively expanded as new themes emerge.
The following rules apply to choosing narrative photos to illustrate e.g. brochures and newsletters:
- real-life pictures that tell a story; no metaphors or figures
- the scenes depicted must be natural and credible
- the background must be distinctly recognisable
- defined, preferably central focal point (building, vehicle, person, object)
- even unusual scenes such as a telephone box in the middle of nowhere must be authentic and genuine
- unusual lighting atmospheres (time of day, weather, sky)
- dynamics: vanishing lines, elements in motion, sky/water/mist, vehicles, etc.
- lighting effects: lively colour contrasts, distinctive, friendly colour composition
Photos may only be used in 4c or, if not otherwise possible, in black-and-white.
Examples from all topic areas can be accommodated within this scheme:
Examples for narrative photography
Examples:Regions
Figure: Examples lines of business
Figure: Forces of nature
No-goes
Up to now, a variety of visual approaches have been followed in communication and have given rise to a fragmented overall impression. The future mainstays of the visual world are the motifs described above. The following visual approaches must no longer be used:
- artistic illustrations, worn-out metaphors
- duplex images
- over-done colour effects or image processing
- poor-quality images (low resolution, framing grids, noise, distortion, over-/under-exposure, etc.)
Figure: No-goes
Image processing
The lighting mood can be enhanced by image processing to harmonise the pictures and convey a warm and friendly impression. To do this, a tone curve is used to brighten up the entire motif. The motifs are highlighted by reducing the contrasts. The saturation of the motifs is slightly increased, mainly in the yellow tones. This gives the motifs a warm appearance. After processing , the image motifs exhibit a harmonious distribution of light and shade and a balance between image sharpness and smooth transitions.
This image processing should be done only by professional agencies and not attempted by employees themselves.
Figure: Example image processing
Illustration of catastrophes
Catastrophes are never easy to visualise – but they are Hannover Re Group's daily business.
The following rules may help to find an appropriate illustration:
- no depiction of the disaster itself, no large-area destruction, no identifiable persons
- clear focus, narrow range of view
- unusual lighting atmosphere
Example catastrophes and no-go