Toggle Nav

World Wildlife Fund Photo Guidelines

WWF Photography Principles

Four principals to help maintain consistency in the photographic quality and experience at WWF:

  • All WWF field staff, government officials, partners, and guides should be treated with respect. Be aware of local customs and cultural sensitivities that impact your work and heed them to the best of your ability. WWF strives to consistently portray indigenous peoples and local communities as accurately as possible.
  • Minimize any impact on nature and the environment during the course of your assignment.
  • Photography must represent accurately the subject matter and events being captured and thus manipulation of images is strongly discouraged; creative adjustments made to an image for creative purposes must be disclosed.
  • Captioning must be specific, accurate, and truthful, both implicitly and explicitly. For example, captive animals should not be represented as wild, whether by stated information or omission.

Image Specs

Photographic images shall be delivered to WWF in accordance with these formats and minimum standards:

  • Size and resolution printable to A4 or greater at 300 dpi (i.e. minimum 3800 pixels along the longest side)
  • ‘Hi Res’ JPGs with camera jpeg compression levels that are set to minimum with no further compression or resizing of original files
  • Images to be delivered without any manipulation
  • Camera color setting: ‘Adobe RGB’ (NOT ‘sRGB’ or converted from sRGB)

Captions and Metadata

WWF uses standard ‘IPTC Headers’ to transfer captions and meta-data into our system for future identification. The information below MUST be embedded in the ‘IPTC Headers’ of EACH digital image (editable in ‘File Info’ in Adobe Photoshop and the ‘Metadata’ panel of Adobe Bridge).

Required 'lPTC HEADER' Fields:

  1. Credit/Provider: Photographer’s name and surname
  2. Date Created: Date the photo was taken (should be included for every picture)
  3. Headline/Title: Very short description (e.g.: ‘Hawksbill turtle, Red Sea, Egypt’) that conveys
    the significance of the individual photo, plus the country or other relevant geographical location; more detailed info belongs in the caption field
  4. Caption/Description: More detailed, essential, and complete information describing the photograph’s Who (where appropriate), What, When, Why, and Where
  5. Other Fields: Not required, but may be included at photographer’s discretion

If you use image management software (such as Photoshop, MediaPro, LightRoom, etc.) with field names that differ from the ‘IPTC Header’ standard, equivalents for that particular program can be provided on request to ensure that everything transfers properly.

Note on Copy & Paste In Captions

Cut and paste can be useful in adding common information across a range of images, but individual captions must reflect the key unique objects, people, species, and actions depicted in each individual image in some detail. Generalized and incomplete captions will be considered by WWF as non-delivery of agreed product (see ‘Deliverables’ as cited in your contract with WWF).