Photography and Video Standards
Full Video Guidelines
Video guidelines (Employee Access Only)Full Photography Guidelines
Photo guidelines (Employee Access Only)Photography Best Practices
Style Considerations and Selection
Photographs should illustrate positive patient engagement and healthy outcomes. Imagery should be light, bright and healthy in nature.
Medical Photography/icons
Do not use images of body wounds, scars, internal organs, etc. for patient facing marketing materials. Avoid including medical instruments, tools, or sharp objects which can be alarming or confusing for patients.
Photography Consent
Obtaining proper consent when taking and using photographs is crucial – especially with patients or their families – for legal and privacy reasons. For information on HIPAA consent forms and instructions, please contact Public Affairs and Marketing.
Sourcing Photography
Photography assets are available on the UC Davis Health photo library (Employee Access Only).
Video Best Practices
Videos are a widely used medium and influential brand asset. They help capture the audience’s attention, promote an emotional connection, and create genuine and authentic communications that reinforce our brand.
They should always illustrate positive UC Davis Health patient engagements, education, research, and healthy outcomes while following UC Davis Health brand standards and visual identity guidelines.
Purpose and Approach
Videos should have a clear goal and tell a concise, compelling story. Content should be visually engaging, consistent in tone and messaging, and aligned with UC Davis Health brand standards. Keep videos short, simple, and emotionally engaging.
Subjects and Consent
Always include people to convey authenticity and relatability. Buildings or technology should only appear when paired with meaningful human interaction. Proper consent is required for anyone featured — especially patients and families — to meet legal and privacy requirements.
B‑Roll
Use B‑roll to add depth and visual interest. Capture a mix of wide, medium, and close shots, and avoid over‑reliance on talking heads. Supplemental visuals should support the story, not distract from it.
Copyright
All photos, graphics, and music must be properly licensed or approved for use. Copyright laws apply to any publicly posted video, and unapproved assets cannot be used.
Lighting
Use lighting intentionally to keep focus on the subject. Natural light is preferred, and color temperature should remain consistent. Avoid harsh shadows, reflective backgrounds, and distracting environments.
Audio and Music
Audio must be clean and clear, especially for interviews. Avoid noisy locations that interfere with sound quality. Music can enhance a video but should fit the context and remain subtle and supportive, not overpowering.
Style Considerations
Role of Video at UC Davis Health
Video is a key storytelling and communication tool used to share information, educate audiences, and reinforce the UC Davis Health brand. Consistency in style, quality, and messaging is essential.
Brand Consistency
All videos should align with established visual identity and brand guidelines. This includes consistent tone, production quality, and presentation across all UC Davis Health video content.
Patient Education Videos
Patient education videos are designed to simplify complex health information and help patients understand care instructions, procedures, and condition management. These videos should follow specific standards and use approved templates to ensure clarity, accessibility, and brand alignment.