Photography & Video

We want photos and video that present UMass as an inspiring atmosphere. Ideally, someone in the image should be wearing UMass attire or colors. Outdoor photography should reflect the natural beauty of the UMass campus whenever possible.

Use photos and video of actual members of the UMass community, not actors or stock footage. Prioritize photos taken “in the moment” over staged shots. The depiction of the image subjects and any accompanying text should accurately reflect that person’s role and experience at UMass.

Use stock imagery sparingly and intentionally. When needed, choose authentic, inclusive visuals that reflect the diversity and character of the UMass community. Avoid overly staged, generic, or emotionally neutral content. Always ensure proper licensing for use in print and digital channels, and prioritize imagery that aligns with the university’s tone and values.

Use imagery that reflects the diversity of the UMass community. Avoid anything that includes symbols and statements that some may interpret as controversial, divisive, or hurtful. While individuals of the UMass community are free to express their personal beliefs, official UMass communications and marketing materials should be politically neutral.

Good lighting is one of the most important factors in creating a high-quality image. Whenever possible, use natural light or soft, diffused lighting to ensure your subject’s face is clearly visible. Position your light source—such as a window, lamp, or light panel—in front of or slightly above the subject, never behind them. Backlighting can cause silhouetting and obscure facial features in shadow.

Capture your subject from multiple perspectives—wide, medium, and close-up shots—as well as from different vantage points. This adds visual interest and gives you more options during editing.

Divide your frame into thirds both horizontally and vertically, and place key elements—like a subject’s eyes or a focal object—along these lines or at their intersections.

This simple guideline helps avoid overly centered, static compositions and adds a more natural sense of balance and movement to your images.

Position your subject a few feet away from the background to introduce separation and visual depth. This avoids the flat, compressed “mugshot” look and allows for more professional-looking results.

If you can, use a lavalier, shotgun, or boom microphone. If you don’t have one of those, then shoot in a quiet setting away from background noise. Listening to the audio with headphones as you shoot can let you know if the sound you are recording is intelligible.

At minimum, shoot 1920x1080 (for horizontal video) or 1080x1920 (for vertical). Use a frame rate of 24 frames per second, unless you specifically need a higher frame rate (such as for slow motion).

If your video is intended for Instagram, TikTok, or a YouTube Short, then shoot the video vertically. If your video will be embedded on a web page, be uploaded to the main YouTube channel, or viewed on a television or projector screen, then shoot horizontal video.