Use a documentary/editorial photography style that is journalistic in nature.  These images capture people and their personal experiences, hobbies, skills, and professions. Highlight them as unique individuals, and share their stories through HP. 

When capturing people, the product should be secondary. The purpose of people photography is to bring humanity to the HP brand, not to force product into the human story.

New HP photography using this style is currently available on HP Asset Hub.

HP spends a lot of time thoughtfully designing their products, so the product photography should reflect these carefully designed attributes and not be clouded with extraneous information, props, lighting, etc. We want to set a precedent for quality, details, features, and product design.

We adopt a “no-nonsense” but “artistic” approach to product photography. This is a formalist exploration of HP products and their unique shapes and features, emphasizing their design and engineering qualities.

These images are sophisticated, curated, and intentional in nature. The success and power of these images come from their confidence. There is a simplicity and purity to them, because they are free of gimmicks, decoration, props, or additional items. The focus is on form, composition, shape, texture, surface, lines, and space, as well as highlighting the material, surface, and production quality.

Here are some pitfalls to avoid and examples of the image types and styles to watch out for.