[{"data":1,"prerenderedAt":348},["ShallowReactive",2],{"page:\u002Fidentity\u002Fimagery":3},{"id":4,"title":5,"body":6,"description":340,"extension":341,"meta":342,"navigation":343,"path":344,"seo":345,"stem":346,"__hash__":347},"pages\u002Fidentity\u002Fimagery.md","Imagery",{"type":7,"value":8,"toc":329},"minimark",[9,14,18,96,99,102,105,111,134,137,140,143,163,167,170,173,219,222,225,257,260,265,268,271,296,300,303],[10,11,13],"h2",{"id":12},"the-kinds-of-image","The kinds of image",[15,16,17],"p",{},"We use five kinds of image. Pick the kind by how much room you have and what you want to say.",[19,20,21,37],"table",{},[22,23,24],"thead",{},[25,26,27,31,34],"tr",{},[28,29,30],"th",{},"Kind",[28,32,33],{},"What it shows",[28,35,36],{},"Use it for",[38,39,40,52,63,74,85],"tbody",{},[25,41,42,46,49],{},[43,44,45],"td",{},"Phone in use",[43,47,48],{},"A real hand, car or pocket, with the app on the screen",[43,50,51],{},"Hero images, ads, social posts that set the scene",[25,53,54,57,60],{},[43,55,56],{},"Phone on a surface",[43,58,59],{},"The phone resting on soft fabric in one warm or one cool color",[43,61,62],{},"Feature sections, blog posts, app store images",[25,64,65,68,71],{},[43,66,67],{},"Product crop",[43,69,70],{},"Parts of the app without a phone, on a light background",[43,72,73],{},"Explaining one feature, help articles, small cards",[25,75,76,79,82],{},[43,77,78],{},"Photography",[43,80,81],{},"Real Dutch streets and people, shot for us",[43,83,84],{},"New shoots, the about page, posts about who we are",[25,86,87,90,93],{},[43,88,89],{},"Maps",[43,91,92],{},"The map as the app draws it, with the zone in blue",[43,94,95],{},"The app, and a background for one line of type",[15,97,98],{},"The screens in these images are in Dutch, because the app is.",[10,100,45],{"id":101},"phone-in-use",[15,103,104],{},"The moment around parking: the hand next to the car, the phone in the car, the phone in your pocket with the parking action on the lock screen. Real hands and real places, daylight, shot close so the screen is readable.",[106,107],"image-gallery",{":images":108,":columns":109,"ratio":110},"[{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-iphone-mockup-v2.jpg\",\"alt\":\"A hand holding a phone with the SimplePark map next to a blue car\",\"caption\":\"Next to the car: the zone is found before you walk away.\"},{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-iphone-mockup.jpg\",\"alt\":\"A hand holding a phone with the SimplePark map inside a car\",\"caption\":\"In the car: the start screen with the zone and the license plate.\"},{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-live-activity.jpg\",\"alt\":\"A phone in a jeans pocket with the SimplePark live activity on the screen\",\"caption\":\"In your pocket: the parking action on the lock screen, with Stop and Extend.\"}]","3","4 \u002F 5",[112,113,114,122,128],"ul",{},[115,116,117,121],"li",{},[118,119,120],"strong",{},"The screen is the subject."," Sharp, upright enough to read, and not covered by a thumb.",[115,123,124,127],{},[118,125,126],{},"One real detail around it",": a car door, a steering wheel, a pocket, a sweater. Enough to know where you are, not more.",[115,129,130,133],{},[118,131,132],{},"Hands look natural",": relaxed, no manicure close-ups, no pointing at the screen.",[10,135,56],{"id":136},"phone-on-a-surface",[15,138,139],{},"The phone resting on a sofa or an armchair, in soft light with a long shadow. The fabric is one color: SimplePark blue for the product's calm side, warm orange for reminders and moments with people. These images carry text well, because the fabric gives calm space around the phone.",[106,141],{":images":142,":columns":109,"ratio":110},"[{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-running-session.jpg\",\"alt\":\"A phone on a blue sofa showing a running parking action\",\"caption\":\"Blue fabric: the running parking action, with the timer and the end time.\"},{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-map-zone.jpg\",\"alt\":\"A phone on a blue sofa showing the SimplePark map with a zone\",\"caption\":\"Blue fabric: the map with the zone and the license plate.\"},{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-notifications.jpg\",\"alt\":\"A phone on an orange armchair showing the notification settings\",\"caption\":\"Warm fabric: the notification settings, for posts about reminders.\"}]",[112,144,145,151,157],{},[115,146,147,150],{},[118,148,149],{},"One surface, one color",", filling the frame. Blue or orange, never both, never patterned fabric.",[115,152,153,156],{},[118,154,155],{},"Soft daylight from one side",", with a visible shadow. No studio white, no reflections on the screen.",[115,158,159,162],{},[118,160,161],{},"A slight tilt is fine","; a phone floating in the air is not.",[10,164,166],{"id":165},"product-crops","Product crops",[15,168,169],{},"Parts of the app on their own, without a phone: the start card on the map, the zone and the rates. They explain one thing at a time and stay sharp at any size. Use the components as they are in the app, with real-looking data.",[106,171],{":images":172},"[{\"src\":\"\u002Fimages\u002Fphotos\u002Fmap-component-view.jpg\",\"alt\":\"The SimplePark start card on top of the map with a blue zone\",\"caption\":\"The start card on the map: zone, license plate and the button.\"},{\"src\":\"\u002Fimages\u002Fphotos\u002Fseparate-components-view.jpg\",\"alt\":\"SimplePark components: the zone, a notice, the rates and two buttons\",\"caption\":\"Separate components: the zone, a notice about a special rate, the rates.\"}]",[112,174,175,186,192,213],{},[115,176,177,180,181,185],{},[118,178,179],{},"Show the real app",", with real-looking data: a Dutch license plate, a real zone code, a plausible amount. Never lorem ipsum, never ",[182,183,184],"code",{},"€ 0,00",".",[115,187,188,191],{},[118,189,190],{},"Show one moment per image",": the zone and the rate before you start, the running parking action, the invoice. One message, one image.",[115,193,194,197,198,203,204,203,208,212],{},[118,195,196],{},"Use the components on their own"," as visual elements: the yellow ",[199,200,202],"a",{"href":201},"\u002Fdesign-system\u002Flicence-plate","license plate",", the ",[199,205,207],{"href":206},"\u002Fdesign-system\u002Fzone-badge","zone sign",[199,209,211],{"href":210},"\u002Fdesign-system\u002Fsession-card","parking card",". They are as recognizable as the logo.",[115,214,215,218],{},[118,216,217],{},"Backgrounds"," are white or the light surface gray, so the components float.",[10,220,78],{"id":221},"photography",[15,223,224],{},"When we shoot new photos, they show the moment parking is done: the car is standing still, and someone is already walking on. Real Dutch streets, real people, ordinary days.",[112,226,227,233,239,245,251],{},[115,228,229,232],{},[118,230,231],{},"Real places."," Recognizable Dutch streets: brick, bikes, canals, parking signs, residential streets. Not a generic city that could be anywhere.",[115,234,235,238],{},[118,236,237],{},"Daylight."," Natural light, true colors, a little sun where we can get it.",[115,240,241,244],{},[118,242,243],{},"Caught, not posed."," People in motion: getting out of the car, walking to an appointment, a quick look at their phone. Nobody looks into the camera.",[115,246,247,250],{},[118,248,249],{},"Everyday people."," The tradesperson with a van, the parent on a school run, the consultant between two meetings. Different ages and backgrounds, dressed for a normal day.",[115,252,253,256],{},[118,254,255],{},"Space for type."," Leave calm areas, sky or road, where a headline or the white logo can sit.",[15,258,259],{},"The same goes for the team: real people at work, never posed in a row.",[106,261],{":images":262,":columns":263,"ratio":264},"[{\"src\":\"\u002Fimages\u002Fphotos\u002Fteam.jpg\",\"alt\":\"The SimplePark team at work in the office\",\"caption\":\"The team at work, for the about page and posts about who we are.\"}]","1","16 \u002F 9",[10,266,89],{"id":267},"maps",[15,269,270],{},"Maps are where parking happens, and they appear in the app and in our marketing.",[112,272,273,280,286,293],{},[115,274,275,276,279],{},"Keep the base map ",[118,277,278],{},"light and quiet",": pale gray streets, white blocks, few labels.",[115,281,282,285],{},[118,283,284],{},"Zones are SimplePark blue",", filled with transparency and with a thin outline. The location of the person parking and the selected zone are the only strong accents.",[115,287,288,289,292],{},"Show ",[118,290,291],{},"real places",", cropped so that the street and zone are readable.",[115,294,295],{},"No 3D buildings, satellite imagery or tilted perspectives in marketing.",[10,297,299],{"id":298},"what-we-avoid","What we avoid",[106,301],{":images":302},"[{\"src\":\"\u002Fimages\u002Fphotos\u002Fapp-iphone-mockup-v3.jpg\",\"alt\":\"A bright blue sports car seen from above in an empty car park\",\"caption\":\"A sports car in an empty car park, rendered. Not where our customers park, and no app in sight.\",\"dont\":true}]",[112,304,305,311,317,323],{},[115,306,307,310],{},[118,308,309],{},"Stock-photo smiles",", people cheering at a phone, hands holding a phone against a white background.",[115,312,313,316],{},[118,314,315],{},"Luxury cars, empty car parks, traffic jams and parking fines."," We don't show frustration to sell the solution.",[115,318,319,322],{},[118,320,321],{},"Night shots with neon and heavy filters."," Daylight and true colors.",[115,324,325,328],{},[118,326,327],{},"Rendered or AI-generated scenes"," that pass as real. If it's not a real place, it doesn't look like one.",{"title":330,"searchDepth":331,"depth":331,"links":332},"",2,[333,334,335,336,337,338,339],{"id":12,"depth":331,"text":13},{"id":101,"depth":331,"text":45},{"id":136,"depth":331,"text":56},{"id":165,"depth":331,"text":166},{"id":221,"depth":331,"text":78},{"id":267,"depth":331,"text":89},{"id":298,"depth":331,"text":299},"Photography, product visuals and maps.","md",{},true,"\u002Fidentity\u002Fimagery",{"title":5,"description":340},"identity\u002Fimagery","wfYjj0muc7aaghCnCGPKOhTpa_itQheAiptFo8PEtk8",1792779480809]