Style 1: Product hero shots

1. Single products shot at the highest level of quality
2. Shot always against a neutral background (white or light gray 20% black)
3. Sharp imagery with a deep depth-of-field (all in focus)
4. Equal lighting, shot in a studio environment
5. Authentic soft shadows (no drop shadow)
6. Frontal views, if possible
7. No generic drop shadows (Photoshop style)

Style 2: Product in use

1. Exciting product photos that highlight details or USP
2. Sharp images with shallow depth of field (details in focus)
3. Uniform lighting shot in a studio environment
4. Subtle shadows (no drop shadow)
5. Real life situations (unmade bed, randomly placed objects)
6. Surprising/unexpected details in the images
7. No over-styled props like designer sofas. Each prop is indicative of the person's lifestyle.
8. The image should show that a person is living here (nothing obviously staged, generic, or artificial)

Style 3: Lifestyle

1. People diversity in gender, age, and ethnicity
2. People are captured in their authentic settings looking natural
3. Real people and situations (e.g. no direct eye-contact, instead using creative photographic angles)
4. The individuality and personality of the people come across in every picture
5. Color conscious (e.g. no bright colors in clothing, more focus on product)
6. Open-ended storytelling (e.g. boy looks out airplane window)
7. Details/stories that put a smile on your face

Style 4: Case studies

1. Artistic documentation of architecture and reference objects.
2. Use natural light where possible to capture the environment authentically.
3. The environment should be clean and presented in an impressive perspective.
4. Fisheye lenses, distortions and plunging lines should be avoided.
5. Objects are usually shown without people. People walking past (out of focus) are possible.

Style 5: Product assembly

1. The people shown are busy with the assembly.
2. The whole person does not have to be represented, the hands are enough.
3. Unstaged and authentic location (onsite shoots)
4. Environment should be clean, and be captured in an impressive and captivating perspective  
5. It’s about REHAU products and services, not the people themselves
6. Color conscious (e.g. no bright colors in clothing, more focus on product)
7. Candid style imagery with real people (e.g. not models)
8. Shoot in perspective that best fits the product assembly situation
9. Create imagery that promotes open-ended storytelling

Style 6: Corporate Image

1. Real people who work for REHAU in their authentic setting
2. People diversity in gender, age, and ethnicity
3. Candid style imagery with stakeholders (avoiding eye-contact)
4. Gives the feeling of a dynamic, creative, thoughtful, and visionary work environment
5. Authentic props that are inspiring and thought provoking
6. Exciting compositions to bring the customer into our world
7. Open-ended storytelling

Portrait for editorial usage

1. Landscape or portrait format - both are possible. The decision depends on the chosen layout 
2. To create an interesting composition, the person portrayed is not placed in the centre, but rather in the "golden section"
3. Slightly sideways view of the person to the camera (chocolate side)
4. At best use a window as a light source
5. A friendly and bright environment is important
6. A friendly facial expression is desired and it can also be a direct look into the camera
7. A point of light in the eye (eye light) should be created by the light source 
   The focus should be on the eyes (face)
8. The face should be advantageously illuminated
9. The portraits are provided with the REHAU ColorLook
10. Tele lens (approx.100 - 200 mm) is used to place the desired
11. Focus on the person
12. Use the portrait mode of the camera or use a relatively large
    aperture (f 2.8)