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The images we use can have a great effect on how people perceive our company. Just as we have tone of voice guidelines to help keep our writing clear and effective, our tone of visuals guidelines will help you choose images that best represent Malvern Panalytical.

MP imaging matrix

  • Uniform content strategy across all channels and segments
  • Make sure to use the content type that matches your audience.
  • When the content type needs to cover a broad audience, make sure to cover all content types and rotate them occasionally

Visual style

  • Dramatic lighting - strong color contrast
    • retain highlight and shadow detail
  • Striking composition to attract attention
  • Shallow depth of field for emphasis on specific small item - with influence on big change elsewhere
  • Foreground and background blur
  • High-key or Low-key lighting:
    • ensure focal point
  • Model may look directly to camera in some shots

A diagram of our imaging matrix, showing each area of image use in our marketing materials and what mood or purpose images should aim for.


A silhouette of a woman's face, overlaid with plotted lines and charts of data Looking up through tree branches at the Milky Way, filling the night sky A glowing Malvern Panalytical logo floats amongst trees in a misty forest A network of brass pins embedded in a wooden surface, connected with fine wire


A scientist wearing protective gear leans in, using a pipette to fill a cuvette An extreme close-up of tiny underwater plants, glowing in sunlight An industrial pipeline silhouetted against the dawn sky A CNC machine cuts into a piece of metal, sending sparks flying

Inform - Applications

Three engineers in a workshop building a robotic device A deep sea oil rig lit up against the evening sky An aerial view of a water treatment plant in the sunshine

Inform - Technology

An engineer in a data center typing on a laptop, surrounded by server racks A scientist wearing protective gear looks into a microscope A network of glass spheres, some lit from within, connected by metal rods, suspended in darkness


A birds-eye view of people raising their glasses around a dinner table A barista pours steamed milk into a latte, creating a heart pattern Plants with green leaves growing out of glass containers in a laboratory An aerial view of farmland, with buildings connected by CGI arcs of light in the air


Of course, we still make products too. Product photography is also shot separately, with natural color, isolated on a white background for catalogue use.

An Aeris from Malvern Panalytical An Omnisec from Malvern Panalytical A Zetasizer Advance from Malvern Panalytical A Microcal from Malvern Panalytical A Mastersizer 3000 from Malvern Panalytical An Empyrean from Malvern Panalytical A Qualityspec from Malvern Panalytical An Epsilon from Malvern Panalytical A Claisse LeNeo from Malvern Panalytical A Morphologi 4 from Malvern Panalytical