# How to write the photography and imagery section of brand guidelines > What the brand’s photos show and avoid, in sentences and not only in mood boards, with approved examples, the limits of each style, and rules for AI images. Most imagery sections are mood boards: a page of good photos and nothing else. A mood board works for a photographer, who can see the pattern. It works less well for a writer who chooses stock photos. And an AI image model with only adjectives makes its own kind of picture. Write the pattern down in words. ## What the imagery section needs - What the photos show, as sentences: subjects, places, light, people, and framing. - Approved examples next to examples that miss, with the reason in words. - When to use photography, and when to use illustration or no picture. - Where the library of approved images is, and who can use it. - Rules for images that AI makes or edits. See [Using AI](https://aibrandguidelines.org/parts/ai). ## How published guides write it ### NHS > Where possible, photography should feature real NHS patients and staff. Ensure the appropriate consent is obtained and records are kept. Has: exact value. Says who to photograph and adds the consent step, but the page shows no example photos. Source: [NHS Identity Guidelines, “Imagery”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/imagery/), checked 2026-11-11. ### IBM > Everything should be in sharp focus. This crisp approach reinforces a deep interest in everything, and an emphasis on context and detail. Has: reason, right and wrong. Rule and reason together, with a photo to avoid shown beside it. Source: [IBM Design Language, “Depth-of-field”](https://www.ibm.com/design/language/photography/tips-and-techniques/), checked 2026-11-11. ### Mozilla > Optimistic: Images depicting positive interactions between people and tech. People don’t necessarily have to be smiling, but body language should indicate ease, familiarity or camaraderie, regardless if it's one person or a small group being shown. Has: where it applies. Says what the trait does not require as well as what it does. Source: [Mozilla Brand Guidelines, “Principles”](https://brand.mozilla.com/document/231#/-/photography), checked 2026-11-11. ### Dropbox > Best for real-world examples. Use photography to tell customer stories and contextualize Dropbox products value in actual scenarios. Has: where it applies. Says when to pick photography over the other three image types. It says nothing on what to avoid. Source: [Dropbox Brand Guidelines, “Photography”](https://brand.dropbox.com/imagery), checked 2026-11-11. ### Experian > Ensure AI-generated images and videos follow Experian photography standards and are photorealistic Has: where it applies. Holds AI images to the existing photography rules instead of writing a second set. Source: [Experian Brand Central: Generative AI guidelines, “1. Keep Experian unmistakably Experian”](https://www.experian.com/brand-central/brand-guidelines/genai-guidance), checked 2026-11-11. ## Wording to copy Copy this text into your guide. The example is for Larch Coffee, a made-up coffee roaster. Replace the highlighted parts with the facts for your brand. ```text Photography and imagery Our photos show [customers at home and our roasters at work], in [natural light], [framed close]. Use photography for [customer stories and product pages]. Use illustration for [brewing guides]. Avoid: [staged smiles], [heavy filters], [stock images with visible logos], and [people made by AI that look like real people]. Approved images: [example.com/brand/photos]. Ask [the brand team] before you use other images. ``` ## Common gaps - There is a mood board, but no sentences. So nobody can say why an image does not fit. - There is nothing on images that AI makes, but people already make them. --- Source: https://aibrandguidelines.org/parts/imagery Last updated: 2026-11-11 Published by Annotated Guidelines. Annotated Guidelines is run by the team at Rainbrand.