When to use
SONAX application images should be used whenever a product application needs to be explained step by step. It is a clear goal to communicate each application step that has to be passed through to get the desired, high-quality result the product promised, in a visually appealing way.
When to consider an alternative
If the desired result should be used in a marketing context, e.g as a product teaser or banner image, try using an emotional product shot instead. Keep in mind, the SONAX application images solve as a product manual, only.
Also important and related
SONAX application images have a long lifespan and therefore, they need to be as timeless as possible. E.g try to avoid using clear indications of a period in time that is easily recognizable like cars or cloth from the '70s, vintage or sepia filter, lens flares etc. Try to produce an image that is only centred around the product application, clean and informative, so it can be used in 5 years from now. We know it's tough but handle it like a challenge.
Cut and Fill
So, what is in it? An application image in its essence is a detail or close upshot that features the product application and the used accessories. Everything needed should be staged and readable, try to avoid blocking any product label or tool that is used to produce the desired, high-quality outcome. Keep in mind, the resulting images will be used by SONAX employees and experts all over the world, so give them some room to play with the image regarding cropping or format. A great approach would be to leave some room around the subject so the image can be cropped vertically or horizontally, zoomed or slightly tilted. The overall, desired ratio would be 16:9.
Some times it is necessary to use some additional tools, effects or some kind of fluid to explain how one of our products works. This can lead to unpredictable results but whenever possible, try to control the outcome. Large, static water or product-fluid droplets are prefered. Additional accessories should always be presented from the pretty side and please remove everything that looks like clutter or packaging material.
An application sequence, groups an ideal of four images together and left to right, communicates a comprehensible product application to the target audience. The only goal of this type of image grouping is explaining the application of our products in the main context of eCommerce or product manuals. Please do not use this type of image composition in any other context and make sure each step within the application is reproducible by the handler. A great way to think about the sequence is as some kind of storyboard like it is used in the movie production figuring out the key compositions.
Key application visual
Yes, there can be a key application visual in an application context, if needed. This one is not a marketing tool, it is only visualising the most characteristic step for a proper product application. This step most likely will be the moment of applying the product to the target surface or the product leaving its packaging. The product must be presented authentically, hold it as you would right in an application procedure, don't stage the product unnaturally but make sure the target audience can recognize it as a SONAX product.
Before and After
A before and after image composition highlights the product result after it was correctly applied to the surface. It is crucial to include a shot of the image before the surface was treated. Ideally, this comparison has to be communicated as an "all-in-one" composition, placing the before image on the left and the result on the right side. If it is not possible to get a single composition, it is possible to use two images beside each other, but please make sure they share the same content (e.g the car) and production setup (e.g lighting and brightness).
We love RAW. Sure, it is large and sometimes difficult to handle and we know everyone wants to deliver his product unchangeable set in stone as the optimal result. But keep in mind there are a lot of different stakeholders that could benefit from your work as video editors, visual and print designer that are in need of a high-quality portrait image and would be glad to use one of yours. So exporting different file formats takes some time, but it will help everyone who has to work with your delivery. Use a well-known format anyone can open like JPG and provide the RAW files as well, we appreciate it!