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Digital Design System

Photography

Photography principles

Users tell us that photography makes a website feel more approachable and inviting, but only if those photos match the content they’re reading and feel like NYC. Photos on nyc.gov must also reflect our guiding principles.

Easy for everyone

  • Choose photos that make sense in the context where they will appear.
  • Choose photos that are shot outdoors or in public and accessible spaces.
  • Depict family-friendly, approachable, and accessible situations.

Photo of an interior of an NYC subway train filled with people

DO: Show people within the context of the city. Places should be public, shared, and accessible.

Close-up photo of two men outside

DON'T: Show people so close up that the sense of the city is lost.

Photo of children using desktop computers in a computer lab as adults supervise

DO: Use candid shots of people actively engaging with each other and their environment.

Photo of two women walking and talking. They are composited on top of a purple-hued background photo of a skyline.

DON'T: Use photographs that show people that are passive or isolated.

Trustworthy

  • Photos should be real and depict real situations.
  • Show people engaged with other people and world around them.
  • Show people helping each other.
  • Avoid AI-generated imagery.

Over the shoulder photo of a person looking at their iPhone. They are reading a 311 web page in Spanish.

DO: Use photos of real people interacting with each other and the city.

Photo of a "My NYCHA" application screen on an iPhone held in a hand. The hand and phone are composited over a photo of NYCHA buildings.

DON'T: Zoom in on devices or objects to literally represent a concept.

Photo of a crossing guard in an NYC intersection holding up a stop sign. People use the crosswalk behind her.

DO: Use candid shots of real situations.

Stock photo of a crossing guard holding up a stop sign. He is looking at the camera. A line of children is behind him, also looking at the camera. No intersection or crosswalk is visible.

DON'T: Use photos that are overly posed or obviously staged.

Future-forward

  • Choose subjects that depict New Yorkers adapting to change and planning for the future.
  • Show people building, changing, and improving their city.
  • Photos of technology should show the subject situated in the context of NYC.

Candid photo of six people installing solar panels on a rooftop.

DO: Use shots of people changing the city, using spaces creatively, or actively engaging with new or sustainable technology.

Close up photo of a man in a hard hat looking at the camera

DON'T: Use shots of people in an environment but not engaging with it.

Photo of a wind turbine with NYC skyline visible in the background

DO: Use shots that highlight new and sustainable technologies within the context of the city.

Close-up photo of the top of a wind turbine with white sky visible in background. The text SIEMENS is prominently displayed on the side of the machine.

DON'T: Use shots that isolate technology or highlight specific products.

Photography guidelines

Photos of people

  • Show people in realistic situations.
  • Avoid stock photography or anonymous models.
  • Poses should be natural or candid, with a friendly face.
  • Avoid exaggerated expressions or people looking directly at the camera.
  • When choosing subjects to photograph, consider diversity of age, gender, ethnicity, and economic background.
  • Photograph people from a medium distance to capture the atmosphere around them.
  • Show people in their environments, not cut out or against nondescript backdrops.
  • Try not to show commercial brands or logos.
  • If the subject of a photo is performing work, make sure they are wearing any necessary safety equipment correctly.

Photo of a young girl planting vegetables in a community garden. More participants are visible in the background.Photo of young people in karate gis practicing martial arts in a park with a bridge in the background.

Photo of a wheelchair basketball game being played outside.Photo of the crowd at the Puerto Rican Day Parade. Many people wave Puerto Rican flags.

Photo of three construction workers installing a solar panel on an NYC rooftopPhoto of people of South Asian descent sitting outside taking in an event.

Photos of environments

  • The environment should be recognizable as New York City.
  • Wide shots of environments should also show people interacting with the environment, when possible.
  • Try not to show commercial brands or logos.

Photo of a woman roping off a section of street containing a freshly painted mural of abstract animals.Far away photo of a playground at Domino Park. Many children can be seen playing on the playground.

Overhead photo of many people socializing in a high-rise. Manhattan buildings can be seen out of tall windows. Photo of the Penn Station East End Gateway. People are climbing stairs and escalators under a brightly lit ceiling.

Photo of the seating area on a ferry. NYC buildings are seen from the windows.Photo of the Jay-Z exhibit at the Brooklyn Public Library main branch. Photos and artifacts are displayed while one person browses.

Technical guidelines

File guidance

  • Final images delivered should be full-size, uncompressed JPG files (note that sending a file via text or WhatsApp will automatically compress the image).
  • Resolution should be 72 PPI or higher.

Permissions or model release

  • Photos on nyc.gov should be posted with a credit. See media credit.
  • When possible, check that individuals are comfortable being photographed and having their photo used on nyc.gov, even if the photo was taken in a public space.
  • For staged photo shoots, complete a model release form for each person whose image will be captured.

AI-generated imagery

Do not use images created or edited by generative artificial intelligence systems on nyc.gov.