Photography

Photography is used predominantly on the unauthenticated side of HealthCare.gov, namely on the home and main landing pages. We use photos to support the message on the page, engage the consumer with identifiable images, and build trust.

Photo style

The photo on the homepage incorporates a soft, out-of-focus background with a sharp foreground image that focuses on the face or subject-in-action. This styling connects the site visitor with the person photographed on a more personal level.

The photography used in the site design is key to making an emotional connection with the user. On the homepage, the person in the photograph conveys confidence and ease, promoting a sense of comfort and trust. This is precisely how we want HealthCare.gov visitors to feel.

Pre-open enrollment home

Homepage Hero area photograph used during pre-Open Enrollment

During open enrollment home

Homepage Hero area photograph used during Open Enrollment

Post open enrollment home

Homepage Hero area photograph used after Open Enrollment

Major landing pages

The subjects shown on major landing pages such as "Get Coverage" are portrayed as positive and in the act of performing actions relevant to that section of HealthCare.gov.

Individuals & Families Get Coverage

Example of photography used on the Get Coverage landing page

Individuals & Families Change or Update Plan

Example of photography used on the Individuals and Family section landing page

Small business For Employers

Small business For Employees

Usage

Here are examples of correct and incorrect photo styling for HealthCare.gov.

Happy and natural

Overly posed

Warm tones

Cool tones