Photography is one of the best tools to communicate a sense of place and the personality of Carolina. Choose images carefully, and avoid the use of stock photography.

Photography should expose the diversity of interests and activities at the University. It should vary in place and subject matter and reinforce Carolina’s friendly and open culture and academic preeminence. Landmark images are most valuable when they also feature people and interaction. Historic shots should be used sparingly.

Guidelines for photography on University sites:

  • Photographs of people should most often be candid. Captured moments help viewers get an inside glimpse of Carolina and invites them to be part of the community.
  • To convey a sense of vitality and academic rigor, imagery should show activity and intellectual pursuit. Avoid passive shots.
  • Balance shots of individuals with ones that include more than one person in order to show a culture of collaboration.
  • Profile photographs should be friendly and approachable.
  • Use a variety of close-ups and wide shots. Close-ups create warmth and familiarity, while wide shots convey expansiveness.
  • When using photos of the campus, architectural structures or interior shots, give a sense of openness by lowering the horizon line or cropping images in a wide format.
  • Represent racial, gender, age and professional diversity.


Photography collage


The following resource for photography has been provided by University Communications. Please note that no image may be used for commercial or advertising purposes without the written permission of the University of North Carolina at Chapel Hill.

If you need assistance with Photoshelter, please contact Jon Gardiner,, 919-962-6468.

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