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General guidelines for creative outputs

1. Copyright and permissions

  • Ensure that all media used in your content is either owned by you, properly licensed (we strongly recommend utilising Creative Commons materials), or explicitly used with permission to avoid any potential legal complications.

2. Branding consistency

  • Keep the overall tone, style and visual identity of images and videos consistent with the organisations’ visual guidelines.

3. Representation

  • Respect and sensitivity: Ensure that you approach the subject with care, giving thoughtful attention to issues of consent, autonomy, agency, and privacy at every stage — before, during, and after image production. Be mindful of ableism and the impact of the visual representation on individual and collective memory.
  • Diversity and inclusivity: Strive for a broad representation in your imagery, reflecting a wide range of identities, experiences, and backgrounds. Aim to create images that are inclusive, empowering, and reflective of diverse communities.

 

Helpful guidelines for images, photos and illustrations

1. Image quality and representation

  • Prioritise using empowering and positive visuals that reflect dignity and hope. Avoid images that portray disempowered, victimised or violent subjects when showcasing our projects.
  • Ensure the photos are in focus and well-lit.
  • Favour natural, candid or un-posed images.
  • Focus on action and engagement.

2. Photo licensing

  • Use free-licensed images from websites like Unsplash, or those with Creative Commons licenses.
  • Use original photos.
  • Ensure that everyone featured in original photos has given explicit consent for their images to be used publicly.
  • For photos of minors, ensure parental or guardian consent is obtained and documented.

3. Composition and framing

  • Be mindful of how your subject is framed. Ensure that important parts, like the subjects’ heads, are not cropped awkwardly. Utilise the rule of thirds or other composition techniques to help create visually balanced images.
  • Avoid cluttered or distracting backgrounds that take focus away from the subject.

4. Visual accessibility

  • Use high-contrast colours and avoid text over complex backgrounds to ensure readability. You might find this contrast checker useful.
  • For images with text, ensure the font size is large enough to be read clearly, even on smaller screens.
  • Provide descriptive alt text for all images to support users with visual impairments and to ensure compatibility with screen readers.

 

Useful guidelines for producing videos

1. Moving images/videos

  • Ensure the subject is clearly in focus and that the audio is clear, free from excessive background noise.

2. Background and B-roll footage

  • Choose an engaging background. Avoid static, uninteresting settings that could make the video feel like a “talking head,” which can quickly lose viewers’ attention.
  • If possible, include B-roll footage (extra video clips) of the environment, activities or other related visuals to break up long scenes of just talking and to add context and visual interest.

3. Video length

  • Keep videos concise and engaging. Shorter videos (1-3 minutes) tend to hold attention better unless the content requires more in-depth coverage.

4. Captions and accessibility

  • Include subtitles or captions for videos to ensure accessibility for hearing-impaired audiences or those watching without sound. It also helps engage a wider audience.
  • Ensure captions are easily readable with high-contrast text on simple backgrounds.
  • Include audio descriptions or visual cues for key actions or information to support viewers with visual impairments.

5. Camera stability

  • Use a tripod or stabilizer to keep the camera steady and avoid shaky footage, which can be distracting.

 

Some good additional reads

 

Other APC resources that you might find helpful