Guide for Finding and Using Images

Dos

1. Purpose. The Education Law Association is a purpose-driven membership organization. Our marketing campaigns should advance the mission and values. The use of an image in an online or print publication should reflect the intentions of the content it represents.
2. Aesthetic. Find and use artistically compelling, realistic, and interesting compositions. Use the image if you answer “yes” to any of the following questions: Is this an image you would want displayed on your coffee table? Would you appreciate it if you saw it on a greeting card? Would you stop to look at it if framed in an elegant office? Is the composition of the image compelling and interesting?
3. Genuine. Use images of authentic people and real places. Use images that have a sense of spontaneity and freshness, and personality.
4. Colorful. Natural, vibrant colors found in nature are preferred. The natural beauty will stand out from the brand, drawing the viewer into an experience. The Education Law Association’s brand uses blues found in the night and morning skies and platinum and silver metallics. As a result, we use vivid and colorful images in print and online to serve as the focal point, while our brand colors serve as the canvas and frame.
5. Diversity & Inclusivity. Find creative ways to feature unique, personable people and ideas. Our commitment to inclusivity is not an errand but an extension of our deep commitment to helping people know that they matter and belong. 
6. Timely and Timeless. Similar to our mission, our images should be relevant to the times and reverberate into the future. Our work is evergreen, and our pictures should reflect the classic commitment to the rule of law while showing foresight and insight. 
7. Complimentary. Use images that add to and compliment the overall composition. Stay away from busy or distracting images that pull attention away rather than draw focus to the purpose. 

Donts

1. Editorial Images. According to Shutterstock, an image labeled for “Editorial Use Only” is “an image that cannot be used to promote a product or service.” Therefore, please do not use photos with editorial licenses because the Education Law Association sells memberships, event tickets, and other products. 
2. Tokenism. Refrain from tokenism and superficial use of underrepresented groups. Do not give the appearance of diversity if it’s not true. Our objective is to be inclusive in practice, not symbolically so. 
3. Cliches. Refrain from using images that perpetuate stereotypes about students, teachers, and schools. For instance, please refrain from using stereotypical images of apples (students haven’t been bringing teachers apples for decades) or chalkboards (classrooms today more often than not use whiteboards). 
4. Literal. Assume an intelligent audience and be less literal with choosing images. For instance, please refrain from using a picture of a yellow bus that says “public school” or an article about admissions with a picture of a college student in front of a sign that says “admissions.”
5. Preachy. Refrain from using preachy or dualistic images, such as block letters that spell “public” and “private” with arrows pointing in opposite directions, or a school speed-limit sign about an article about a new policy proposal. We intend to capture our members' imagination and invite them into a collegial relationship, not communicate self-righteous, moralistic positions.
6. Dumbed Down. Refrain from using disingenuous images that represent implausible scenarios. Depictions of scenes, people, and places should be intelligent, credible, and make sense. Do not use photos that look staged or contrived.
7. Culture Wars. Refrain from politicized images that exacerbate the country’s culture wars. Do not use controversial or politically-driven images.

Prepared by 1791 Delegates