Photographic Style
Beyond the Qantas brand values, there are five key elements to consider when creating an image for Qantas.
Light
Light brings many positive qualities to an image. It energises, provides a sense of well being and is instantly uplifiting. Images filled with light help to convey the beauty of air travel, which often involves exposure to natural light in terminals and during flight. The Australian character itself is light and generous – natural light is present from our landscape to our outdoor lifestyle.
When working with dark settings (e.g. Hong Kong skyline) front lighing can be use to bring the subject matter to the forefront of the shot. Brightness reflects optimism and our positive spirit. Visually, light creates a clean and modern appearance.
Depth of field
A short depth of focus helps to concentrate our attention in an image. When shooting in a busy environment, it allows the viewer to focus on the subject matter being conveyed (e.g. a skybed in an aircraft). It can also be used to suggest activity, or show elements without cluttering a scene.
Informal cropping
Considered cropping of an image can add depth to an otherwise ordinary subject matter. It provides an authenticity and casualness that reflects contemporary Australia.
Colour proportion
By simplifying the colour palette, we can create a clear point of focus in the image and help simplify a subject matter. Using one highlight colour draws our attention. We should be selective with the use of colour. Colour should be used as a highlight and should always
appear subtle and natural. Moderation should be used when selecting colours and they should always appear subtle and natural.
People
Two values of the Qantas brand – 'Contemporary Australia' and 'Care' – can be brought to life in the way we show people. Genuine, welcoming, confident, natural, candid and relaxed are all values that will endear them to us, whether they are our staff or our customers. We should represent cultural and gender diversity in our advertising.
Wardrobe
Our wardrobe selections should be aspirational and stylish. Attire should be contemporary, trans-seasonal and confident. Colour palette should be considerate of the environment in which the talent would appear.
