Imagery

Whenever possible photos should convey an emotive quality. Do not show ordinary. 3M is not ordinary. 3M is ingenious and innovative and the people depicted in our materials need to convey that. The goal of 3M communications is to demonstrate our culture of customer focus and diversified technologies. Once you have identitied your key messages and value proposition, select imagery that reflects the direct customer benefit resulting from the use of your product or service. Always use high quality, professionally photographed imagery. Never use low quality imagery such as clip art or low resolution images.

People

• Show subjects in actual environments or design an appropriate environment in a photo studio.
• Show enthusiasm and engagement.
• Eye contact is a key component to being customer-focused.
• Use tight cropping, shallow depth of field and unique or low camera angles.
• Outlined photos add interest to text-heavy spreads.
• Use moderate blurring to show motion and emotion.
• Avoid visual cliches such as people shaking hands or smiling while looking at a monitor.

Products

• Shoot products using selective focus to add interest.
• Use tight cropping, shallow depth of field and unique or low camera angles.
• Show imagery that reflects the direct customer benefit of using the product, such as a shiny floor.
• Many of the products that 3M produces are industrial. Their photographic potential may be a bit harder to find. Look for simple but impactful ways to depict your product so it is differentiated from the competition.

Patterns

• Use patterns and textures created from technology and microscopic close-ups of materials to reveal the true innovation behind 3M.
• Use other interesting patterns and textures for corporate or non-technical applications.
• Use subtle textures to activate color in the 3M montage design.