Advertising in the twenty-first century includes many forms of media. From billboards to television to the ever-growing social media platforms, one medium is necessary to successfully highlight a product or service: a picture. Photography in marketing is vital for any business, but not just any photo will do. This article will explore the growing importance of photography and marketing, sharing tips on how to best capture your brand.
The Beginning of Photography in Marketing
The first photograph to feature in an advertisement was taken in the late 1800s. Photography in marketing was expensive, however, and pictures were not regularly included in advertisements until the 1920s. Marketers discovered that the most successful way to highlight their product was to share it in its truest form. Today, showing a picture of a product or service for promotion is the bare minimum. One must tell a story about their brand through a photograph.
How to Capture Your Brand:
1. Lighting
The word photograph is formed from two Greek words, phos (light) and graphê (drawing). Photography directly translates to “drawing from light”, and that is what a camera does! The original camera was simply a box that was exposed to light for a certain amount of time. It then used that light to transfer its image to film. Even with the advanced technology of the modern camera, having the correct lighting is still vital for capturing a good photo.
The lighting cannot be too dark. Even if you can edit the photo afterward, editing software is only able to work with what was originally captured. Graininess is a common problem many photographers struggle with for darker photos.
The lighting of a photograph cannot be too light, either. Overexposed pictures can create harsh shadows or could erase any information that is too bright. To best avoid these problems, photographers try to shoot during a cloudy day or use controlled lighting. It is also recommended to change your camera setting to shoot in RAW, rather than JPEG. This will allow for more flexibility in the editing stage.
2. Framing
Framing can make or break a photograph. This is especially important when considering photography in marketing. The angle and placement of an object can completely change the perspective of a photo. There are a few pointers to keep in mind when framing a picture:
First, follow the “Rule of Thirds”. This refers to a grid that divides the framing of a photo into nine squares (3×3). The lines that divide the squares are the guide to where the main subject of the photograph should be placed. Most cameras have a built-in grid that users can utilize.
Secondly, photographers should not be hesitant in getting the correct angle. The best photographers are willing to lie on the ground to allow the object of their photo to appear bigger. When a photographer is hoping to capture their object head-on, tripods are often used to ensure a consistent angle. The angle of the photograph is often what differentiates a good photo from a bad one.
3. Coloring
In any form of art, color is what sets the mood of a piece. When considering photography in marketing, advertisers should use brighter colors that stick out on the medium. Utilizing the colors of the business’s brand is important, as well. Ensuring consistency will help customers to relate the photographs to the product. To further understand what color can do for your brand, check out what Corkboard Concepts has to say about color in marketing!
Start Using Photography in Marketing!
There are so many possibilities for growing your brand when using photography in marketing! Growing your knowledge of photography can be especially helpful for your business. Here at Corkboard Concepts, we recognize the importance of visual media and strive to help our customers best utilize it. Are you ready to start using photography in marketing? Contact us today!
