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Basic Photography Advice
Simplify what you photograph to include only the key components of what you are trying to capture. This often means simply getting closer to the subject. Sometimes it means pointing the camera downward somewhat to avoid dwarfing the subject with vast amounts of sky or ceiling.

Always make sure there is adequate lighting on the subject and that there is not significant shadowing or bright light toward the camera from behind the subject (e.g. taking a picture toward the sun or with a window behind the subject).

Understanding Camera Features
Resolution. Unlike a film camera which records a continuous representation of your subject on film, a digital camera divides the image into a series of dots, or pixels. The number of these pixels, as determined by the camera’s sensor, determines the resolution available for images taken by a camera. Camera resolution is often expressed in megapixels.

For photographs destined to be published, a camera with a resolution of 3 megapixels is the minimum which should be considered.

Storage. While the digital camera’s sensor determines the possible resolution of pictures, the camera’s storage system determines how they will be recorded on the storage medium. Some cameras allow storage in either TIFF or JPEG file format. Virtually all cameras allow storage in the JPEG format. The TIFF file format is the most common digital image format and produces the highest-quality images, but TIFF files are generally uncompressed and take up impractically large amounts of space. JPEG files are compressed formats and are known as a "lossy" format. Always use the highest quality setting available when storing pictures with the JPEG format. Rather than trying to squeeze a large number of pictures on your storage medium, purchase and carry extra storage cards or download the pictures to your computer periodically and erase the storage card. At very high quality settings, JPEG compression results in minimal harm to the original image data.

Cameras may express storage settings by the picture size (e.g. 1600 x 1200, 1280 x 960) or by a descriptor (fine, normal). Always choose the highest available size or quality descriptor. Some cameras allow a choice of both size and quality. For best results, choose the largest available size (e.g. 2048 x 1536) and highest quality (e.g. Super Fine).

Digital Zoom. Many digital cameras provide both optical and digital zoom. Optical zoom utilizes the camera lens to make the subject of the photograph appear closer and preserves the resolution of the picture. Digital zoom, on the other hand, utilizes electronics to make the subject appear closer. It works by actually cropping the picture and then spreading the remaining pixels to cover the chosen resolution. This can significantly reduce the clarity of the picture. Avoid using any digital zoom when taking pictures for publication.

Color Balance. Most digital cameras provide a feature which allows the color balance to be adjusted to the type of ambient light present prior to taking a picture. These cameras also offer an "auto-balance" feature which attempts to adjust the camera’s color balance automatically to match the current lighting conditions (sun, overcast, tungsten light, fluorescent light). For auto-balance to work properly, you must be in the same light as your subject. Even when this is the case, you will generally get better pictures if you set the white balance manually before taking pictures in a given location. Remember, with a digital camera, it is easy to take a sample shot, review it, and then adjust your camera properly for the lighting conditions before taking the final picture.

Image Processing. Most modern digital cameras include programs to provide some automatic image processing. Generally, these programs are intended to increase contrast in the photograph which most people prefer. However, this process tends to remove much detail from the photograph, particularly in the shadow and highlight areas. Many cameras provide a feature which allows a lower-contrast image to be taken. If available, set the camera to reduce the contrast of the photograph.

Newer cameras also include the ability to enhance the sharpness of the photograph. Avoid using this feature. These decisions should be made only after the picture has been examined on a large monitor and generally should be left up to the publisher’s graphics professionals.

There are several alternatives available for sending a picture for publication. These include copying the image to some medium (e.g. a CD-ROM) and mailing it through the postal service or sending the image via electronic mail. While electronic mail is typically the most convenient method for submitting digital images, there are limitations due to the size or number of images involved. Generally, if only one or two images are involved, email may serve as a viable delivery mechanism. If a large number of images must be sent, then copying the images to a storage medium, such as a CD-ROM disk, is generally more efficient and error-free. When there is a time constraint, alternative methods are available including FTP (File Transfer Protocol) which allows the direct and immediate transfer of images over the internet to the publisher. In no case is a printed copy of a digital photograph acceptable unless it was processed by a professional lab. Even then, there is little that can be done to improve the photograph if there are contrast or clarity problems.

When possible, images should always be renamed to reflect who or what they represent. If that is not possible, a note should be included with the filename of the picture and the appropriate information which identifies the people or objects in the picture.

Sending by Email. When sending by email, the image(s) should be included as an attachment, not embedded within the email message. The subject of the message should identify the photograph(s) and the email message should include all identifying information regarding the picture(s) content.

For best results, and the safety of the image(s), the picture(s) should be archived using Zip (PC) or Stuffit (Mac) prior to attaching to the email message. This prevents the possible corruption of images by email providers utilizing compression and other techniques to reduce the size of messages. If an archive program is not available, the image(s) may still be sent but do run the risk of damage during transfer. In the case of AOL, all attachments are automatically compressed before sending which often results in the loss of information in the original image.

A maximum of 10 Megabytes may be attached to an email message without possible blockage of the message.

Sending by Postal Mail. When sending by postal mail, make sure the CD-ROM or medium utilized to store the picture(s) is properly labeled with your name and company name. Make sure the medium is enclosed in a protective cover and include a sheet of paper which identifies the filename of each picture and its contents. Mail the items utilizing an envelope that will not rip open if subjected to harsh handling during delivery.

In summary, remember:

• Use a 3 megapixel or higher camera.
• Make sure you have proper lighting.
• Set the camera for the highest resolution and quality available.
• Avoid using digital zoom.
• Transfer the pictures to your computer according to the camera’s instructions.
• When viewing the images, avoid resaving them.
• Never edit the images prior to submission.
• Always include identifying information along with the images when submitting for publication.

For questions or other assistance, contact the graphics professionals at Data Key Communications. Your success is very important to us.