Images can be just as important as words in conveying a message. Images make content more visually attractive and engaging; but, they must be relevant to ensure clarity of the message.
Tone of voice
To ensure consistency in our brand and message, we need to consider the tone in which we represent ourselves. If Anglicare were a person, it would be our personality.
We want our audience to feel like they’re having a conversation with us. The images we use to visually portray our brand and services, influences our tone of voice.
Use of images
Images can make it easier for some people to understand information.
Types of images include:
- photographs and decorative images
- charts, graphs and maps
- diagrams
- drawings
- icons.
Keep images simple and use them to support information in the text. Images must be:
- accessible
- easy to understand
- relevant
- uncluttered
- from a credible source (ie, not google)
- consistent in design and style across the content.
Copyright requirements:
You must get permission (a licence) to use copyright material. This includes images and text.
If you need to use an image that is not currently available through Anglicare Southern Queensland’s image library, a stock image may be purchased. Please liaise with the Marketing Team for support to do this.
Images are not to be copied, or saved from webpages (including Google) under any circumstance.
Image selection
The images used in Anglicare Southern Queensland material should tell a story that complements the service it’s supporting, and the text it sits alongside. If using photos, choose ones that reflect and support the diversity of Australia’s peoples and cultures.
Wherever appropriate, images should show more than one person and the subjects should never look alone, except where this tells a story. Images should show a helpful and equal relationship between the client and caregiver.
Staff, where included, should be wearing an Anglicare Southern Queensland uniform, where possible. While staff may not always wear their uniform in reality, the uniform in images provides the audience with a visual short-cut to our brand.
Use original imagery from our Anglicare Southern Queensland library, where possible (rather than stock images). It adds to the authenticity of our story and develops the visual strength of our brand.
When selecting images consider:
- the audience
- the message being supported
- appropriate contrast for legibility and accessibility, when overlaid with text
- the restrictions of the final medium
Image library
A link to the current image library is available below. These images are suitable for digital use. For print applications, please contact [email protected] and advise the image reference (name) from the image library.