I&D Visual Direction

Visual Direction to Ensure Inclusion & Diversity in Creative 


In addition to following Bayer branding guidelines and requirements for imagery, you should also ensure your visuals are as inclusive and diverse as possible. When choosing or creating imagery for campaigns, websites or any other application, please take the following into account: 

  • All images should have an authentic and dynamic feel, without looking overly staged, unnatural or forced 
  • Races/ethnicities: African/Black, Hispanic/Latinx, Asian, Middle Eastern, Caucasian/white and mixed-race, among others

  • Genders: Women, men, transgender, non-binary and other gender expressions

  • Generations: A range of ages from birth to old age 

  • People with disabilities: People with a wide array of different physical and cognitive disabilities

  • Body types: A range of body types, sizes and heights

  • Intersectional: Everyone has multiple identities, make sure to be inclusive within each

  • Use a color contrast of at least 4.5:1

  • Don’t rely on color to convey meaning

  • Avoid green and red or blue and yellow combinations, as they’re difficult to read

  • Text can be difficult to read on images, so consider using a solid background or opaque overlay

  • Make sure there is reasonable spacing between text lines

  • On graphs and charts, consider also using patterns to differentiate data

Questions to Consider When Reviewing Creative 

  1. Who is missing or excluded?  
  2. Can any photos be swapped out for a different type of person?
  3. Would I want to be portrayed this way? If this was a photo of me or someone I love, would I be okay with how they are represented?
  4. Are any stereotypes being perpetuated in the photo I am using? Am I depicting someone in the role our culture typically puts them in or making a more unexpected choice? 
  5. Can everyone who might view the photo see someone like themselves represented in it?