Expert Tips from 30 Years in the Field

In the world of advocacy and political campaign advertising, images aren’t just photos. They are messages. Whether your ad lands in a crowded mailbox or appears on a busy phone screen, your photography can set the creative apart.

Photography is an art, sure, but anyone, anyone, can take a good photo with the right understanding of both the technical and artistic sides.

So, what do 2026 political campaigns need to know to take quality images that lead to great ads?

First, you need to understand image quality and resolution.
Different media require different quality levels.

Digital vs. Print
An image resolution of 640×480 is fine for email, a digital ad, or a website. But high-quality print demands much higher resolution to prevent pixelation that creates unsightly blurred photos. For example, a high-quality 8” x 10” print requires a file resolution of 3000×2400 or higher.

The File Size Check
The quality of an image cannot always be judged by how clear it appears on your screen. A basic indicator of an image’s actual quality is its file size. If an image looks clear but has a small file size, like 126KB, it will not print well.

Set Your Camera to High-Resolution
The safest rule of thumb is to set your camera to photograph high-resolution images. While a high-resolution image can be converted to low resolution, the reverse won’t happen without a big loss in clarity. Whether you use a dedicated camera (like a DSLR) or a smartphone, ensure the settings are configured to take the largest photographs possible, often represented by the number of pixels (for example, 3984×2988). Many smartphones will save images in HEIF or HEIC formats that will be converted to JPEG or PNG for graphic design work.

Next, focus on the basic techniques.
Not following the basics can derail even the best camera. Things like keeping the camera still, lighting, and viewpoint have a lot to do with the success of your images.

Keep the Camera Steady
To avoid blurry images caused by shaking, use a tripod or brace your camera or smartphone on a stationary object.

Lighting Is Everything
Sunlight can be your greatest ally or worst enemy. Schedule shoots earlier or later in the day when the sun is lower in the sky. If you must shoot midday, shoot in shaded areas. Seek out “open shade” provided by large trees or buildings and avoid settings that cause your subject to squint their eyes.

Focus on the Eyes
The eyes are the window to the soul, right? Focus on your subject’s eyes and look for the “catchlight” or sparkle that adds warmth and life to the image.

Last, focus on the subject and the scenery.
The creative choices you make with your subject and background can make or break an image, especially in political campaign advertising.

Photographing People
The most important thing when photographing people is to show personality and likability. When shooting portrait-style photos, have the person stand farther away from the background and reduce distracting background objects — simplicity is better — to help isolate the subject. Aim for candid images and capture a variety of expressions, from serious to light-hearted.

The “Clutter Check”
Scan your background for distracting objects or brand logos. Standing the subject farther away from the background helps isolate them and reduces these distractions.

Look Far and Wide
While portraits are important, wide shots that incorporate the landscape and visible sky are preferable. They provide context and give designers more flexibility for placing text.

Choose Recognizable Locations
Use landmarks that voters will immediately recognize. Think popular parks, farms, or historic buildings are easily associated with the community.

Remember, good photography truly makes great ads. Keep the focus on your subject, aim to show personality and likability, and ensure your camera is set to the highest resolution.

Ready to bring your creative ideas to life? Get the full list of our team’s pro-tips from our 30 years of industry-leading experience and download our full “Get Started Taking Great Photos“ guide here.

Questions? Reach out to the Majority Strategies team today.