Art Direction

Using the guidelines below when planning your photo shoot will help ensure photography captures the desired KentuckyOne Health look and feel.
  • Natural poses and gestures provide a genuine quality.
  • The tonality of the image should be neutral and light, preferably range in the blue tones rather than the yellows. Incorporating a glimpse of purple colored props, clothing, background elements, etc. will reinforce the KentuckyOne Health color signal.
  • Gestures should be relaxed and easy – expressing a comfortable, natural appearance.
  • Interaction between people is desired to reinforce a sense of connectivity and collaboration.
  • Peering directly into the lens is suggested when a sense of honesty and a more emotional contact is desired.
  • Minimizing background clutter, and busy props and clothing will provide a calm and focused quality to your photography.
  • A softened background, slightly out of focus, will bring a sharp focus and attention to the photograph subject.

Things to Avoid:

  • Overly-staged or studio settings
  • Excess lighting that creates glaring and/or bright reflections
  • Insufficient or flat lighting schemes
  • Traditional portrait "year-book" appearance
  •  Unnecessary props or clutter
  • All models looking into the lens when shooting more than one person
  • A forced, formally posed stance rather than natural, relaxed gestures
  • Negative facial expressions or experience (i.e. a patient crying, a physician communicating unsettling news, patient or staff member having a conflict or negative confrontation, etc.)

Environments and Backgrounds

People are naturally more comfortable in familiar surroundings. Use natural environments, well-lit interiors and friendly faces to promote a comfortable, relaxed appearance and reinforce authenticity.

Use shadow and light to add depth and dimensionality.

Composition and Treatment

Composition goes beyond the individual subject. Look around the frame and background to find opportunities to enhance the subject. Care should be given to the composition of the shot — arrangements of props and models to best reflect authenticity, a natural, optimistic and personal moment. Care should be given to create an interesting vantage point and/or camera angle to establish a more unique composition and image style.


Whenever possible, natural light should be used. When natural lighting is limited or not adequate for good quality appearance, additional lighting may be used to emulate natural lighting. Backlighting is acceptable to illuminate and bring focus to the subject.