An image says more than a thousand words, is quickly understood, and appeals to our senses. We reach out more effectively; for example when we want to strengthen a message, to influence and to clarify. As images you can use photographs and illustrations, graphics, or collages.
Guidelines for image materials
In order for our communication to always maintain high quality and to reflect our brand, KI has a few overarching guidelines that apply to all the images you use in your communications.
Images used by you should be:
Genuine and natural
For example, photographed at KI or in a way that gives association with KI.
Relevant for the context
If it concerns a conference or cancer research, choose a research-related image.
Maintain a good artistic and aesthetic level
The images should primarily be taken by a professional photographer and have high technical quality, i.e. (high resolution, good light, contrast and focus).
Not just decoration or to fill space
Tip! Graphics can help us to visualise things that are difficult to explain using only images or text. This could apply to a procedure, a relationship or development.
If possible, avoid stylised agency photos, Clip Art pictures, and images that feel unnatural or taken out of their context.
User rights and copyrights
In general, images are copyright protected by law and cannot be used without the permission of the copyright holder, but there are exceptions. Collections of images with licenses are available, and can be used without requiring permission from the copyright holder.
Always remember to check which user rights that apply to the image you are using, since the rights can vary depending on the licence. In general, in nearly all cases you must clearly state the copyright holder of the image (photographer or source) when you use the image.
Permission from the people portrayed in the image
You must always have permission, consent, from the people who are portrayed in the image when publishing on the Internet. Photos in which people can be identified are normally considered personal details, in accordance with the Personal Data Act (PUL), even if the people are not named.
If you wish to publish photographs of employees on a website, it is often necessary to obtain permission first. Use KI’s consent form for this.
Free images with free licence
- KI:s mediabank
The mediabank is accessible by all KI employees and contains images that you can use free of charge. The photographer’s name can be found together with the image. You can also share photographic material from your department in the mediabank.
- Wikimedia commons
Search for images that are found in the Wikipedia encyclopaedia, which are often free and do not require the permission of the copyright holder. Always double-check the user right that applies to use of the image outside Wikimedia.
- Googles avancerade bildsökning
When you search using Google’s search engine, you can filter the results to find free-to-use images.
Flickr is a social network where users can upload their pictures. When you search for images you can filter using a variety of user rights (Creative Commons licenses).
Buy images with a free licence
- iStock photo
iStock has a vast number of images at good prices, and is very useful when you need a genre image or illustration. You must set up your own account in the iStock library to buy images.
- Science Photo Library
Image bank focussing on images and illustrations in research and healthcare; here too you must set up an account to buy images.
Common image file formats
|Format||Used for||About the format|
|JPEG||Photographs||Joint Photographic Experts Group (JPEG). Used primarily for photos and images used on the Internet. The format compresses the files very effectively, but with a loss of quality.|
|PNG||Icons, illustrations and graphics||Portable Network Graphics (PNG) is a format for digital images. Can be used for graphics. A PNG file can have a transparent background, which makes it particularly appropriate for use on the Internet.|
|GIF||Graphics||Graphics Interchange Format (GIF) are used for images and since they can contain a maximum of 256 colours they are suitable for simple graphics, but not photos.|
|TIFF||Photographs||Tagged Image File Format (TIFF) graphic format for pixel graphics and photographic images. An advantage of the format is that the colour, contract and brightness can be changed in the layout program.|
|EPS||Vector graphics||Encapsulated PostScript (EPS) is a general image format that is used for vector graphics as well aspixel graphics. EPS images are not affected when they are imported into a layout program.|