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Visual Guidelines

Lifestyle Photography

Environments

Google lifestyle photography tells a story. A believable, engaging narrative that is both unique and completely relatable. Our focus is in an environment where we live: our homes.

When you’re telling the story of Google Home Hub, you have many options: you can focus on the product itself, you can show the product in situ (e.g., tabletop photography), or you can tell a broader narrative by introducing lifestyle photography to show how our people connect with the product. Photography is key in providing a personal narrative about our product and how it relates to the consumer.

Use the following guidelines to ensure that your photography is on brand and best communicates our story.

When shooting environments, be sure to feature different rooms of a home to show diversity and to maintain authenticity: kitchen, dining room, living room, adult bedroom.

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Room Styling: Bedrooms / Kitchens / Offices

Key Words: Natural light, open, inviting, welcoming

  • Use rooms that with natural lighting. Create warm and inviting environments that aren’t cluttered but curated. Use bright and welcoming lighting.
  • Just because a room is white, doesn’t mean it has to be cold. Utilize textures, and accent colors to help bring the room to life.
  • Focus on the details. Tighter crops brings the viewer into a more intimate home environment. Keep the setting simple and uncluttered so the viewer can focus on the product.
  • We want to avoid feeling cold, sterile, and/or dark. We are not luxury or out of touch. We should not feel busy, or cluttered.
  • Rooms shouldn’t be overly staged to maintain authenticity.
  • Rooms shouldn’t feel like you’re in a museum. They should feel lived in and inviting.

Do

Be aspirational and authentic

Not luxury, not out of touch

Clean, minimal but not stark

Bright, uncluttered, open

Should feel energetic without feeling busy

Tightly cropped to feel intimate, capturing closer moments

Show cord of the device

Place the product in a reasonable setting (not too high or out of reach)

Don't

Show children bedrooms

Show children interacting directly with the device

Crowd the product with busy backgrounds

Don’t focus on the models but focus on the narrative and environment

Don’t place the product near a TV or window sill

Place it near a window

Place it too close to a sink

Place it too close to a TV or speaker (it doesn't work well with objects that have a lot of noise pollution)


Product Styling

When styling a shot with Google Home Hub, be sure to style it with supporting elements that help tell the overall narrative of our product. Avoid creating busy settings by using a more focused and intentional approach when styling our product with other items.

Don’t detract from the product, celebrate it.

Bedrooms / Kitchens / Offices

Key Words: Simple, thoughtful, realistic

  • Use areas that are identifiable to a place in the home, but simple enough to focus on the product. Arrangements should be considered to show scale, and applicable placement in the environment. This is also an opportunity to show CMF variations in desired setting.
  • Curate and pair objects that complement the product. Avoid overcrowding the product with extraneous objects that don’t elevate or support the narrative of the environment.
  • Choose objects, and surfaces that support the product and don’t detract attention from the product itself. Avoid busy or loud patterns/textiles that can detract attention.
  • Use colors that balance and harmonize with the setting and sets context of potential use cases.
  • Avoid feeling cold, sterile, and/or dark. We are not luxury or out of touch. We should not feel busy, or cluttered. Rooms shouldn’t feel like you’re in a museum. They should feel lived in and inviting. Objects should exist in the environments they will be used in, and not in an artificial environment.

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Product Orientation

Do
When shooting the device, the cord must always be shown.
Do
When shooting the device, the cord must always be shown.
Don't
Never shoot the product from the back(showing the power button, and no cord).

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General Placement

Do

Usable position

Within eye level and touchable

Show cord

Place in a location where it would naturally live

Don't

High shelves or out of reach

Stacks of magazines

Anywhere a power outlet wouldn’t be available

Place product on surfaces that are not in heavy use such as books, stools and cutting boards

Place Home in a  real life position that is both usable and not misleading.

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Cords Placement

The cord should be shown in the shot. Consumers should not be led to believe it’s a wireless device, or that the cord is longer than it is.

Be sure the cord is always visible, don’t hide it. This rules applies to lifestyle, in-situ and product imagery.

Product should be placed in a location that can easily assume a power outlet is nearby (i.e. don't place on a coffee table or side table located in the middle of the room).


Props

Kitchen Props

Do

Cutting Board

Fruits

Kitchen utensils

Small plants

Mortar and pestle

Bedroom Props

Do

Small plants

Magazine / books

Sunglasses

Jewelry Tray

Keys

Lamp

Framed art

Living Room

Do

Small plants

Magazine/ books

Sunglasses

Keys

Lamp

Framed Art

Accessories


Models

Life style

Models can carry a heavy weight in a photo. This should be minimized in Home product shoots. Their role should be decidedly neutral. Choose models that feel natural and real to maintain authenticity.

Do

Celebrate diversity (casting,location,story)

Use models as a supporting element

Don't

Make the model the focus

Tell too much of a narrative

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Contextual Use

Do
Find genuine scenarios where people connect with the product and feature user(s) in various room where the product would be used to show the product in context.
Do
Use realistic, unposed moments that show people naturally interacting to make photos feel spontaneous.
Don't
Avoid overcrowding the shot with too many props, harsh shadows and single lit shots.

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Model Styling

For wardrobe, choose: texture over patterns, style over fashion and contemporary cuts over statement pieces. A high taste-level should be maintained through minimal garments. A feeling of comfort should be apparent, but avoid loungewear or pajamas.

Guidelines for models’ wardrobe styling. Choose items that aren’t busy and won’t detract from the product itself.