Skip to main content

What photographers and brands need to focus on today

Authentic and real imagery. Chocolate in Brugge.
We're all rather cynical these days about advertising promises and can spot an image that's fake a mile away. What does this mean for brands and companies that want to advertise to us and the images they choose? And on the flip side what does the demand for real emotions and real imagery mean for photographers?

Studies have shown that people are far more positive toward  an advert with an emotionally powerful and authentic image than one that looks like a set-up studio piece or standard stock image. Getty commissioned independent research from the agency Brainjuicer in the UK and used a sample of 600 people to test a set of three adverts. One advert used an image that was authentic and emotionally powerful, the second advert was a standard stock type commercial image and the third advert only contained text. The results show a far more positive attitude by the public toward authentic, emotionally powerful images.

In other research conducted by IPA DataMINE it was shown that emotional campaigns, as well as improving brand awareness and commitment to buy, were also more effective in achieving typically 'hard-to-achieve' positioning and perception elements such as fame, quality, trust and differentiation. 

So what does this mean for photographers. Without going into all the nitty gritty of the results of various experiments, I'll cut to the chase.

Authentic images that show real emotions are going to be increasingly sought by brands and companies. The reason is that brands are beginning to realise that overly manipulated 'fake' images and images that are clearly and obviously 'set up' and created to market products do not appeal to people. You and I apparently want to see real people, real situations and real emotions.

Photographers still need to shoot with high production values. Technical quality, good lighting and complete control over every aspect from location to casting is essential. However the key to success will be to create a situation where real emotion can flow, that looks authentic but does not look absolutely perfect in every sense - there has to be a slightly random element, which we term 'perfectly imperfect'. 

Professional photographers know that to produce an image that at a glance may look like a spontaneous snap, takes an extraordinary amount of work but this is the type of image we should be striving for so forget about your overly manipulated and clearly Photoshopped images.If you want to succeed, keep it real. 

Our audience will relate to and identify with images that are real, authentic and emotionally powerful.

Looking forward to hearing your thoughts.

Till soon
Paul



Comments

Popular posts from this blog

The art of writing a caption

A caption in its simplest form is the the title of an image but usually we mean a bit more. A full caption takes the form of descriptive text, usually a few sentences.

A good caption informs us about the things we cannot see and encourages us to look at an image more closely. There is a relationship of mutual benefit and dependence between a well written caption and an image. The caption can bring an image to life by providing context and meaning. It is also the link between the article/story/text and the image.

Magda Indigo has written a good description of a caption here. I agree with her dislike of "untitled". It does show a certain lack of imagination and is not particularly helpful to the viewer. Creating an image is all about trying to communicate something and the caption is vital to help the audience understand an image. It can hugely enhance the viewers experience.

A good caption is a piece of writing that should be concise, accurate, informative and as carefully craft…

All the different types of photography

Welcome to my blog. While you're here why not browse through my extensive library of articles covering everything from tips on how to do things photographic to help with the mental approach you need to become a successful photographer. You'll also find articles with some of my unconventional views. Yes, I've rattled a view cages in my time. Hope you have as much fun reading them as I did writing them.

You can view my more serious work on www.indigo2photography.co.uk

All the different types of photography

With the help of acquaintances on a photographic site I've tried to compile a list of all the different types of photography out there. I'm sure there are many still missing but the list is pretty impressive so far. We have identified around 80 descriptions.

For fun I've highlighted in bold the different types I've done so far...

3D photography
Action photography
Advertising photography
Aerial photography
Amateur photography
Animal photography
Architecture photography

Art of the decisive moment

Capturing the decisive moment requires patience and timing. Good timing depends on your ability to anticipate the right moment.


Welcome to my relaunched blog. You'll notice a new design to mark the moment. What do you think?

The plan is to write far more regularly. Short posts. Easy to read. Focused on a single subject.

This time it's about that vital element. The anticipation of the decisive moment.

As a scene unfolds you're thinking about what is going to happen next. Where are people moving to? What are they doing? What's happening in the background? Do you have the right point of view or do you need to move?

To be ready for the moment you need a prepared mind and a prepared camera. I almost never use burst mode. It's too inaccurate. While the shutter is clattering away you're not seeing what is about to happen. You run the risk that the exact split second you should have snapped is between frames. I prefer the approach of taking a single shot, relying on t…