Photo, video, illustration or infographic?
Images are more than just still photography. Photos, videos, illustrations and infographics are different ways to work with images in communication. So, when is it best to use the different forms? It depends on how much time you have, how big your image budget is, who your target audience is, and what you want to convey and achieve with your communication.
Here are some pointers on when to use the different forms of visual media:
When should photography be used?
- Show how it is.
- Get close to people.
- Describe environments.
- Foster reflection.
- When the picture is really good!
When should video be used?
- Depict life and people.
- Be personal.
- Prove something.
- Delve deeper and explain.
- Sell something.
- Create distribution.
When should illustration be used?
- When no real-life image exists, for example to illustrate abstract phenomena.
- Idea-based communication.
- Create a mix.
- Find a style.
When should graphics be used?
- If a lot of facts.
- Lighten up and visualise heavy material.
- Create evidence.
- Orientate.
- Show proportions.
- Show how something works.
- Show a sequence of events.
Frequently asked questions about images
Can I use an image I found in Mediabanken?
Please read the image information. If the image is properly labelled, the necessary information should be found in the "Användning" [Use] and "Fler begränsningar" [Additional restrictions] fields if you search for images via the Mediabanken web interface. These fields will not be visible if they do not contain any information.
If you search for images via Episerver, click on "View" and then check whether there is anything in the "Notering nyttjanderätt" [Notes on usage rights] and "Ev. begränsningar i nyttjanderätten" [Any restrictions on usage rights] fields.
If there are no restrictions and the image is labelled correctly, there is no problem with using the image. However, you should think about whether it is appropriate to use images from another department's activities, staff or students. Maybe you need to take your own photos?
A newspaper wants to use an image as a press image. Is that okay?
Images that are accessible without logging in to Mediabanken are intended to be used as press images, provided they are not mislabelled. The media can download these images without logging in. When Inhousebyrån takes portraits of employees, the client is informed that the image will be placed in Mediabanken and may be used as a press image. If an employee does not want this, they must notify Inhousebyrån. When publishing, the name of the photographer must be stated.
Under certain conditions, images accessible after login to Mediabanken can also be used as press images, but you first need to look into the following:
- The photographer must give permission. This is the case if an Inhousebyrån photographer or a contracted external photographer was the one who took the picture.
- Any persons depicted must consent to it.
- There are no other restrictions on how the image can be used; see the image's labelling.
How do I find a genre image for my article?
- Genre images are not linked to specific settings or people and are often used to illustrate phenomena. Genre images should be used with some caution. Always aim for a documentary feel that fits with Umeå University's visual language when looking for genre images.
- Start by checking what is already available in Mediabanken. Make sure you are logged in to see all images. Make a note of the image ID if you want to find the image later and use it on the web via Episerver.
- Check the range of images available at Johnér Bildbyrå. If you find a suitable image there, you can contact the Communications Office to download via their subscription free of charge. Make a note of the image ID. All faculty communications officers also have Johnér users who can download images free of charge.
- Buy a genre image yourself from an image agency of your choosing. No special image agency has been procured. Keep in mind that it is practical to use what are known as "royalty-free" images that have no limit on how long you can use the image.
- Find a free image online – referred to as a Creative Commons licence. Free images are offered by several different sites online. You can find a list of different sites with free images under the heading "Gratisbilder från nätet". Just make sure the image is big enough if you intend to use it online. An intro image needs to be at least 1280 pixels on its long side.
An organisation wants to use an image from Umeå University in a feature story on its website. Are they allowed to do that?
Regardless of whether the organisation is a public authority, non-profit organisation, publisher or company, the following general rules must be followed:
- The use must be editorial, i.e. used in editorial and not commercial content. It may be difficult to draw the line, but advertising, sponsored posts and campaigns are examples of commercial use.
- The use must benefit Umeå University, i.e. relate to our activities or a person employed here.
- Are there people in the image? If so, they need to give their consent for the image to be used by another organisation. If it is a portrait of a researcher, it may be a good idea to let the researcher decide and also be the one to send the image to the organisation.
- Who took the picture and does the photographer consent to another organisation using the image? Check with the photographer. If Inhousebyrån took the picture, it is usually easier to grant the right to another party if the above conditions are met. However, if it is one of our contracted photographers, the contract does not allow us to pass on the image to someone else. The other organisation can instead buy the image as an archive image if the other conditions are met. If it is a photographer other than those contracted – ask the photographer.
- Be sure to limit how the organisation can use the image, for example one time for a specific article.
- Will the image be used in a collaboration with Umeå University? If the context is a collaboration with the other party, where Umeå University is also listed as the sender, it is okay to use images taken by Inhousebyrån and contracted photographers without getting special permission from the photographer. However, if it is another photographer, you need to contact them first.
- The photographer's name must be stated in any publication.
A researcher sent me their own photo. Can I use it in my article?
The short answer is – yes, if the photographer and any person pictured in the image agree.
Think about the following before asking someone to send a photo:
- Who is the photographer – you need to credit the photographer when publishing.
- Has the photographer given permission for you to use the image?
- How else may the image be used? Are there any restrictions or can Umeå University use it freely in other contexts?
- Ask for images with as high a resolution as possible so that they are more likely to work online and can also be processed, if necessary.
- Choose a calm background for portraits.
- Avoid selfies taken with a mobile phone.
- Are there people depicted in the image? What are their names? Have they given their consent?
Is it okay to use my profile picture from Umeå University on my social media?
It is okay to use pictures taken by Inhousebyrån for private use on social media, but not in other private contexts such as the profile picture on your sports club's or housing association's website. If another photographer has taken the picture, you need to ask that photographer for permission.
I am changing jobs. Is it okay to use my profile picture from Umeå University at my new workplace?
If Inhousebyrån took the picture, you or your employer may buy the right to use the picture against an invoice. The cost is currently SEK 560. This gives you the right to use all images in the same series (if there are multiple images) and in the contexts you want. The photographer must be credited in any publication.
Did someone else take the picture? If so, ask that photographer for permission.
What do I do if a person withdraws their consent to be depicted in an image?
A person always has the right to withdraw their consent, whether it was given verbally or in writing. This means that you need to comply with the request and remove the image from all places where it exists – for example, online, in Mediabanken, on your computer and any memory cards.
If you will be using an image in marketing or in a context in which it is expensive or not easy to manage withdrawal of consent, you should instead use a participation agreement, which is more binding than consent. This may apply if you are going to use the image in printed materials (such as brochures, banners and rollups) or film the person.
Read more about images and GDPR
What do I do if a person withdraws their consent to be depicted in an image?
A person always has the right to withdraw their consent, whether it was given verbally or in writing. This means that you need to comply with the request and remove the image from all places where it exists – for example, online, in Mediabanken, on your computer and any memory cards.
If you will be using an image in marketing or in a context in which it is expensive or not easy to manage withdrawal of consent, you should instead use a participation agreement, which is more binding than consent. This may apply if you are going to use the image in printed materials (such as brochures, banners and rollups) or film the person.
Read more about images and GDPR
A student contacted me and wants us to stop using an image on a roll-up. What should I do?
Has the person given consent or have you signed an agreement? If only consent, you need to comply with the request and scrap the roll-up and remove the image if it is published in several places; see the question above. If there is a participation agreement, the consent is more binding and is valid for five years. The recommendation is nonetheless to contact one of the University's legal officers if this situation should arise.
I am organising an event with a lot of participants. We will be taking pictures, and I cannot get consent from everyone. What should I do?
You are correct that consent cannot be used as the lawful basis when photographing events with a lot of participants. The applicable lawful basis is instead public interest, meaning that there is a public interest in the University providing information about its activities.
However, those depicted in the images have rights, and you as the organiser have a duty to inform. Both before and during the event, you must inform them that photography or filming will take place. Be accommodating and try to resolve the situation if a person does not want to be photographed.
Read more about the rules for photographing events
Can I take photos of works of art on campus?
You can always take photos, but you need to think before you publish. Publishing in printed products is okay, but not in digital channels. If you want to use images of artwork for digital publication, you need to contact the organisation Bildupphovsrätt and pay a licensing fee.
Photos where works of art are not in the focus of the subject but are in the background or included as a small part of a larger image with a different focus are okay to use.
Read more about photographing works of art
Is text in images ever okay?
The general rule is that text in images on the web is not acceptable due to the accessibility requirements of websites. Here are the exceptions:
- Text as part of a registered logo.
- Text as part of the subject of an image, such as a sign included in the image.
- Text included in a screenshot when explaining e.g. a computer system.
- Text that appears on the image but is not burned in and is a separate part that can be read by assistive devices for the visually impaired. One example is text that can be added to the top images at umu.se.