The overall appearance of our talent is always relaxed yet contemporary; they should feel at ease within our imagery. Their faces should exude charm and approachability. With their natural beauty, they enhance the positive vibe and character of the story. When featuring more than one person,ensure the chemistry and interactions between them are believable.

Our talent is always neat and well-groomed. Both men and women should maintain a clean, fit, and attractive appearance that remains believable. They represent the aspirational yet relatable look of our core target audience.

When selecting talent for different regions to best reflect each market, ensure they embody a natural, relaxed personality and maintain neat, clean grooming.

The materials of the clothing look and feel light. The attire itself is free of unnecessary details or props that might detract from the talent. It is perfectly suited for a spring and summer look, reflecting the effortless lightness that Midea products bring to our audience.

Overall clothing should feel relaxed and comfortable to suit a daily home environment. The attire must be believable, showcasing our talent enjoying everyday moments at home with Midea products. Clothing should not be too tight or restrictive, and it must be culturally appropriate for the target market.

Our predominant look consists of neutral, light colors. When styling multiple talents in a single shot, ensure the primary palette remains light—using shades such as white, ivory, light grey, beige, or cream. Pairing these with a hint of blue, such as a light blue sweater or denim, provides a tasteful touch of color while maintaining a balanced overall aesthetic.

Product interactions must be believable. Prioritize the narrative between the talent to ensure genuine chemistry, and use the product naturally to enhance the story.

The talent’s facial expressions need to showcase a positive, happy, and relaxed mood. This reflects a more optimistic outlook when using the product.

When featuring the product, ensure its usage is accurate. This means hand gestures should relate directly to how the product is actually operated in a real-life scenario.

The home environment is always clean and spacious. This creates a clear focal point for our products. The overall aesthetic feels contemporary, modern, bright, and inviting.

The overall look of the furniture focuses on beautiful design with clean lines. It reinforces the design aesthetic of the home while complementing—rather than detracting from—Midea’s product design. Prioritize minimalist, linear furniture.

Choose cabinetry with simple designs and smooth matte textures. Ensure a well-organized, structured appearance that follows a clean, grid-like layout.

The props surrounding the product should have clean lines and textures that reinforce the product rather than detracting from it. Avoid patterned or overly colorful props.

When showcasing features of the product, use real-life props that would showcase the capabilities of the product. The overall props should have a minimalist look and avoid looking cluttered or crowded.

When shooting in different regions, cultural elements may be placed in the surroundings. Props such as carpets, pillows, and jars can be utilized to reinforce a stronger cultural aesthetic within the home environment.

Angles such as a slight high-angle or a $3/4$ view are encouraged to showcase the product’s depth and dimensions. These perspectives should be used to display the product in a dynamic and engaging manner, while ensuring it remains clear and recognizable.

Ensure that the photography angles are simple and rational. The product should be displayed from perspectives that showcase the front and profile views without any distortion to the design.

When using multiple rational angles, ensure the product’s dimensions are accentuated so that the product remains the clear highlight of the image.

The overall image appears bright and optimistic due to the lighting. The light is never fat and always provides enough detailed contrast in shadows across skin tones, clothing, and the environment.

Whenever possible, incorporate warm natural lighting to add warmth to the overall image. This natural light emphasizes the realistic home environment that defnes the Midea home.

Under realistic lighting, our product captures the refections and details of its surroundings. The product never appears fat, as there is always sufcient contrast across its surfaces to define its form.

Our neutrals are never cold. With natural lighting, the overall appearance of the home environment should feel welcoming and never “sterile” colorations. The neutral colors are the primary look of our home environment, representing the cleanliness and uncluttered appearance of the overall environment, and creating a clear focus towards the product itself.

Subtle blue accents are incorporated into the styling and interior, though the volume must be carefully controlled. Blue should be used sparingly in furnishings and decor, rather than as a primary color. Neutral tones may include a hint of blue—such as a dark blue-grey—similar to the wardrobe worn by the female talent.

When selecting neutral colors for the environment, prioritize contrasting tones to differentiate the furniture from the background. This contrast adds necessary texture and depth to the overall image.

Lighting on materials such as glass must be subtle, providing just a hint of reflection to define the surface. The product should appear clear and crisp, maintaining a realistic and high-definition look.

Metallic textures should feature detailed contrast to showcase the product’s reflective nature while maintaining a predominantly matte appearance. This subtle finish ensures the product harmonizes with the environment without distracting from the overall scenario.

In close-up product shots, surfaces must appear clean and textured. Avoid overtly grainy, flat, or shiny plastic finishes. Ensure the product has a sufficient interplay of shadow to showcase its form and dimensionality in a clear, realistic manner.

On props such as carpets, walls, and floors, the overall materials always feel textured and never flat. They are never complicated with overtly complex textures, but rather a clean, minimalistic texture that gives the overall image and video style depth.

The texture of the fabric is always clean and uncluttered, without grungy textures. It reflects the pristine clothes that our product creates, mirroring the clean and neat nature of our home and consumers.

When selecting cabinets for image and video, ensure that natural materials are used to create more depth to the overall image. Avoid grungy wooden textures or “artistic” sculpted wooden cabinets to keep the overall look of the home environment clean and minimalist.

Capture shooting angles that showcase the product in authentic, real-life situations. The environment should maintain a light grey tonal foundation to enhance clarity and ensure the product remains sharp, clear, and instantly recognizable from every perspective.

Ensure that all product photography utilizes simple, rational angles. The product should be captured from front and profile perspectives that showcase the design without any lens distortion, preserving the geometric integrity of the product’s form.

Use rational angles to accentuate the product’s dimensionality, ensuring it remains the focal point of every shot. Each angle must be purposeful, highlighting specific features while capturing the product’s overall design with clarity.

Avoid overly shiny or high-contrast highlights on plastic surfaces. Maintain a soft transition between light and shadow to accentuate the product’s form, ensuring the lighting supports the design rather than creating a visual distraction.

Built-in product housing must be bright and clean, using solid colors without wood or metallic textures. When shooting against a dark background, the cabinets should be finished in solid black. The goal is to ensure the cabinetry supports the product without adding visual noise.

Maintain subtle lighting on all metallic surfaces to accentuate grain texture while avoiding ‘hot spots.’ Do not use strong, direct light that makes the metal feel chromatic or mirror-like; the goal is a sophisticated, matte-metallic appearance.

The lighting on plastic materials is never overtly shiny between the highlights and the shadows. It emphasizes the overall design shape without detracting from the product.

The shadows in studio shots are always subtle and soft. They enhance the dimension of the product and do not distract from the overall clean, simple look of our studio shots.

For metallic materials, the highlights and shadows should be subtle just enough to showcase the grain texture of the metal. Avoid strong lighting on metallic surfaces to prevent the material from feeling too chromatic or overly reflective.

Our studio shots are predominantly shot on a light background. The colors have been defined as an off-white shade. CMYK : C0 M0 Y0 K6 RGB : R241 G241 B241 Hex : #F1F1F1

The effects are created using blue and neutral white colorations. These can be used in different tones to emphasize the strength of the effect within the overall image. When shooting heat, a shade of reddish orange and yellow is allowed, but the colors should never be combined between ‘cold’ and ‘hot’.

When shooting darker products or emphasizing specific product features, a black or dark background can be used for the image.

When contextual staging is required to highlight a specific product scenario, purposeful props may be introduced. These additions must directly relate to the product’s function and intended use. To maintain visual harmony, all props must feature neutral tones and minimalist styling, ensuring they do not compete with the product for attention.

Props must be arranged with precision and neatness. Avoid introducing a variety of items with clashing colors; instead, select a harmonious, monochromatically authentic, or neutral palette. This discipline ensures the composition remains clean and the product remains the undisputed focal point.

When shooting product features, ensure that the props relate to the capabilities of the product itself. Ensure that the props still look authentic with the visual effects on top of them.