3 STEPS TO FABULOUS PHOTOS
Chances are you need different types of photography to serve different purposes within your business, but we don't always give this much thought. Trying to get images from one shoot to fit all scenarios can be a compromise which leaves you with disappointing images that fall short in some areas. Poor photography can be the undoing of an otherwise successful brand. But if you are clear about the different types of images you need, and what you need them to do for you, you can create powerful and compelling photos that do all the hard work for you. Here are the top 3 types of images that will make a big difference to your business.
1. Brand Champion Images
A set of images that are distinctive to your brand with an editorial feel. They should reflect the values and visual identity of your brand. For a boutique, these could show the shopfront, signage, interior shots or room-sets. For a designer or maker they may show styled product collections, lifestyle or model images, the studio, or close-ups of production. Think of these as the headline images that set the tone for your brand. The creative brief for these images should flow from your core brand, so these pictures have longevity: they could still feel fresh and on-brand after a couple of years, and seasonal images could be rotated.
2. Product Hero Images
These images will showcase individual products, but ideally should have a consistent style so they can be read as a whole collection. You will need these close up images to sell products online, so that details can be seen clearly, ideally from multiple angles. If conversions are low on your website, lack of detail in photography could be the culprit. Cut-out products on white background work well, and are also useful for submitting to shopping pages for magazines. If a lifestyle setting is used, it should be uncluttered: keep props to a minimum and make sure it is really well lit.
3. Real Life Images
These are your day-to-day or behind the scenes images that you can produce yourself for use on social media or a blog. It is useful to get to grips with this type of image because unless you are producing fresh content regularly you'll struggle to keep your social media up to date. Also, accounts with a mixture of styled images and real life photography generally see better engagement on Instagram. Flat-lay photography can be relatively easy to master, and a selection of backgrounds in your brand colours or textures can be a big help for showcasing work in progress or desk scenes (see Capture by Lucy's backdrop store). Inspirations snapped when out and about, at events or on travels all add life and personality to your brand. Use the most beautiful images on your Instagram feed, and save rawer images for Instagram Stories. A real life image can capture the true essence of your brand like nothing else.
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