Standing out from the flood of images

Corporate Publishing The inflation of
visual stimuli makes it difficult to anchor a strong visual language in
corporate publications. Professional photo editing can
A well-known bon mot claims that
Pictures say more than 1000 words. In view of the permanent
the sensory overload to which we are exposed, such a statement is too
relativize. Ordinary and arbitrary images are lost in the masses
They are hardly noticed anymore. This is intended to emphasize the importance of
optical information cannot be doubted, quite the contrary
On the contrary. The acceleration of the Internet and online databases
Inflation of images makes it indispensable for magazines and newspapers,
to work intensively on outstanding achievements in the visual field.
endeavor. What is needed is not as many pictures as possible in the sheet, but
Images that catch the eye and touch, but also convey content.
Turntable for the world of images
The decisive impulses for an effective appearance are provided in
in many cases picture editors. In some places, graphic designers procure,
Journalists or even secretarial staff who have been asked by the editorial
required images on the side, so to speak. High demands on the
quality cannot be met in the long term. That is why many
magazines and newspapers today rely on a professional
Picture editing. In many places, it is known as the hub for the world of
Pictures
has become an undisputed institution.

Ideally, the picture editing department functions as an interface between
Editing and graphics. The picture editors take care of
variety of tasks: In addition to the procurement of images and
Illustrations in various archives are the collaboration with
Photo agencies and the briefing of photographers, make-up artists and stylists
important points. Who has a comprehensive archive for
Nature pictures? Where can I get the latest picture of the newly crowned Miss
Switzerland? Which person will we stage the next cover picture with? How
Do I organize a photographer in India? Such questions must
answers can be found quickly and reliably. The archiving and
remuneration and the complex area of image rights are also part of the
the area of responsibility. This list underlines the fact that the
picture editor must be a generalist.

Changing accents
In many places in corporate publishing (CP), image editing
still has some catching up to do, although the challenge here is particularly great.
is. In contrast to consumer magazines, the picture editors must
here is not simply the clearly defined visual language of a single
maintain the paper. Under the umbrella of a CP agency, a series of
publications for very different companies: here
a glossy magazine for a food manufacturer, there a
Newsletter for an industrial company. There is a huge
range, and the accents are set differently each time. The
Employees in the CP picture editorial offices must therefore be flexible and
master completely different visual languages as required. At the same time
as advocates of the good image not only internally vis-à-vis editors
and graphic designers, but also put themselves in the position of
of the customer and arguments for the image selection made
ready. Creativity and organization, communication and precision
- Picture editing is a demanding job when high
quality standards are to be achieved.

Peter Christoph

Peter Christoph heads the editorial department of the communications agency Infel AG, which specializes in corporate publishing.