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Photography

Photography is a powerful and engaging way to communicate the Canada Post brand. We choose images that are compelling and reflect our values.

Subject matter and composition

Our photography aims to capture real people engaged in authentic experiences. Scenes shouldn’t feel staged or contrived; instead, pick images that depict candid moments. Think of the camera as a passive observer.

When choosing photography, make sure images:

  • have one clear focal point and message,
  • are clear of clutter or busy backgrounds,
  • accurately reflect a lifestyle in Canada.

Remember, less is always more!

  • Models have natural expressions and are not posed. The neutral and uncluttered background lets the focus be on them.
  • The models are looking straight at the camera and their expressions appear stiff and forced.

Models

Canada Post customers are as diverse as the country itself. When considering models, aim to show a range of people from different ethnicities and ages that naturally fit into the scene being photographed. Clothing should be free of brand names, overly bright colours and patterns. This keeps the focus on the message that the photo is really meant to convey.
  • Models reflect the diversity in Canada, in both age and ethnicity. Their clothing is muted, letting the focus fall on the piece of direct mail.
  • All models are the same ethnicity and age bracket. The woman’s bright green top has become the focal point.

Colours

Our colour palette is one of the most recognized elements of our brand. By tastefully including these colours in our photography, our images become a further extension of the brand. Look for photography with neutral backgrounds and find ways to incorporate blues and reds as accent colours.
  • The red pillow, and the blue shirt set against a neutral background help showcase our brand colours in a subtle way.
  • The palette in this photo is dark and muted. There are no accents of red or blue to connect the image to Canada Post.

Lighting

Photography should feature natural, warm lighting and be free of any filters. This ensures our images have a relatable feel and accurately portray everyday life.
  • The warm and natural lighting accurately portrays everyday life.
  • The image is over-processed. Avoid over-contrasted and filtered photos.

Devices

When including devices in photography, it should be for the purpose of emphasizing a specific user experience. Make sure the angle of the device reflects how a person would naturally use it. Don’t show the screens straight on or in a way that appears staged. The screen should always be the focal point, so avoid props, backgrounds, or jewellery that distract attention away from the screen.
  • This pose is natural and comfortable. The composition allows for context to be shown.
  • The position of the device is clearly staged and not how someone would naturally use it.