Imagery Guideline

Product shots in this category go beyond functional documentation – they are designed to be visually compelling and emotionally resonant. The product is shown in action, embedded in dramatic, often extraordinary environments that amplify its presence and purpose.

Rather than focusing on technical detail, the imagery emphasizes how the product operates within its natural context. The goal is to combine functional clarity with atmospheric storytelling – capturing both performance and emotional impact.

This category presents PALFINGER products in real application scenarios – clearly, descriptively, and without unnecessary stylization. These images show the entire product in action, with a focus on what it is doing and where it is being used.

It's about functional storytelling: the product in its working environment, actively performing its task. People may be included when they are logically part of the operation – for example, controlling or engaging with the equipment. Their presence should feel natural, technical, and purposeful – never staged or decorative.

Close-up shots focus purely on the PALFINGER lifting solution, showcasing the product itself – independent of any vehicle context. These images are designed to highlight the product’s precision engineering, power, and design quality through strong perspectives and distinctive framing. This creates an iconic view of PALFINGER technology.

We use bold camera angles, often from low or dynamic viewpoints, to dramatize form and detail. The interplay of light and shadow enhances material textures, technical components, and finishes – without the need to show a load or depict functionality in use.

This category focuses on intricate details of PALFINGER components – celebrating precision, engineering quality, and refined design. The shots enhance focus and convey a clear technical character.

They capture individual parts or assemblies up close – from mechanical elements to smart tech – without showing full applications. It’s about portraying engineering excellence through composition, materiality, and framing.

Expert shots feature hands or gestures interacting with products or components – helping to explain functionalities or processes in a clear and credible way. These images connect technical detail with human expertise, reinforcing trust, quality, and precision.

The presence of people here is purely functional: to demonstrate operation, precision, or inspection. The focus remains on the product and its interaction, not the person.

These images show people in real-life settings, working confidently with PALFINGER products and sharing a positive experience. The focus lies on authentic usage and interaction – hero shots that place product and operator side by side.

We portray individuals who are empowered and confident because they enjoy using the product and trust its reliability, safety features, and intuitive operation. It’s this sense of safety and control that enables them to work with confidence.

This category highlights employees in action – engineers, bodybuilders, mechanics, or office staff – offering a genuine, behind-the-scenes glimpse into PALFINGER’s working culture. These images show real people doing real work, focused on the task, not the camera.

Subjects are fully immersed in their environment – passionate about the process, with natural, unforced expressions. In categories like employer branding, HR, or merchandising, direct eye contact may be used to convey approachability.

This category celebrates human stories – capturing confident, joyful individuals with natural expressions and smiles on interesting settings. People are the heroes here, and the PALFINGER product may be present in the background, partially visible, or even absent if the story remains relevant and meaningful.

The imagery conveys optimism, pride, and momentum, often using upward gazes and bold compositions to symbolize growth and excellence. The focus is on emotion, atmosphere, and storytelling, not technical features.

A high-contrast style adds dimensionality and reinforces the powerful, technical character of the PALFINGER brand. It serves as a unifying visual principle across all imagery – from product detail to human stories.

Shadows and highlights are used purposefully: to shape composition, emphasize form, and convey a sense of scale. In close-ups, hero shots, & detail views, light directs focus & adds depth through deliberate contrast.

In overview shots, where clarity and function are the priority, a toned-down application of this style may be used – ensuring that key information remains visible without distraction.

For all categories that are more functional, imagery should focuses on a set of standardized camera angles to present PALFINGER products in a clear, consistent, and technically accurate way. These perspectives are ideal for touchpoints where functionality is key – such as product pages, configurators, or technical spec sheets – helping users form a realistic understanding of the product’s capabilities.

All perspectives should show the product in application. The setting amd lighting should remain neutral, optional the product can be presented without any background.

Key principles:

• Use a defined set of standard angles 
• Ensure clarity, consistency, and technical precision across all shots
• Keep the setting neutral, or use background-free visuals for digital use
• Avoid stylization – focus on accuracy and usability for functional understanding

In cases where full-format photos are used and layout elements (like headlines) risk losing readability, a gradient overlay can be applied to enhance legibility.

The gradient should only be applied to the specific area behind the text, not across the entire image. It helps increase contrast without compromising the overall brightness and visual quality of the photo.

The overlay typically uses black at 60% to 100% opacity, depending on the image background, fading smoothly to 0% to maintain visual integration. Aside from aiding readability, this technique can also add a subtle contrast boost to the image behind.

PALFINGER’s overall image style uses a naturally warm and realistic color palette. Colors are true to life – with accurate product tones and natural skin tones. Saturation is controlled: warmth is present, but never exaggerated. Sky blue tones are subtly darkened when needed – as seen in the top-right image – to create contrast and separation, helping architectural and technical surfaces stand out more clearly.

Post-processing is minimal, with adjustments made only to support clarity and realism – preserving brand authenticity and viewer trust.

The sky tone plays a crucial role in maintaining visual harmony across images. Overly bright, dull, or tinted skies can disrupt the overall style and make imagery inconsistent. Keep skies natural, balanced, and in line with the defined photo style.


Key principles:

• Use natural, true-to-life sky colors – avoid excessive saturation or unnatural tints.
• Maintain consistency in tone and brightness across shoots.
• Avoid overexposed or washed-out skies.
• Ensure the sky complements the subject and does not overpower it.
• Adjust in post-production only to match the approved style.

Focus plays a key role in directing attention, shaping perception, and balancing clarity with atmosphere. In statement shots, close-ups, hands-on moments, and lifestyle scenes, a shallow depth of field adds realism and depth – helping isolate the subject while maintaining a natural, immersive feel.

In contrast, product overview images require a fully focused approach, ensuring that every relevant feature is sharp, clearly visible, and presented with precision for informative use cases.