All great advertising begins with a great visual.
Marketing research for decades has proven that readers see a picture first, then look at a caption, and then might read some of your advertising text. Pictures are the first, and in many cases the only, means of communication that you have with your customers. The average time viewing a web page is something like 15 seconds. So it's imperative that pictures tell the story of your business.
I can help you with that. I make memorable workplace photographs:
• building exteriors
• employees at work
Or more fundamentally... I specialize in ideas to make your sales and marketing get better results.
Not all images are created equal:
Poor quality images – those that are fuzzy, pixelated, poorly composed - are a reflection of your business, and arguably do more harm than good.
Stock photos – those that are obviously stock photos – look contrived. You know... the ones that were created to look like a Goldman Sachs boardroom with professional models. In other words, stock pictures give your audience the impression that you have no interest in communicating a genuine picture of your business.
In photography jargon, there are static images and there are dynamic images. Static images are flat, lack depth and motion. Dynamic images show movement... something which engages and encourages the viewer to explore the picture. Diagonal lines formed by carefully composing elements in an image create movement. People's activities create movement. The simple act of pointing a finger engages the viewer with the photograph.
I can make pictures which tell the story of your business that your audience probably would have missed in a page of text.
People make the difference:
Ask 100 business owners what makes their company excel over the competition, and 99 will probably say their employees make the difference. And, of course, it's human nature to look at pictures of people. That's why it's so important to feature pictures of employees at work in your advertising. The pictures need to be really good.... and that's my job.
First impressions are the most important. For many potential customers, their first impression is going to be from photographs on your website or in your office. So make them good! Make sure the quality of your pictures matches the quality of your company’s products and services.
There are a lot of factors which contribute to making a good architectural photograph… here are a few key aspects:
Numerous decisions must be made for selecting the best camera position, bringing attention to primary elements of interest, and either eliminating or minimizing distractions. In that regard, pretty much all genres of photography are the same. Ansel Adams was quoted as saying: "A good picture is knowing where to stand."
The vertical and horizontal lines of buildings get distorted in many pictures, so buildings look like they’re leaning, or lines converge. I solve that problem in camera, or in computer post-processing.
Ambient light is always the most natural, so that’s what I pay most attention to. Timing, in that regard, is everything. Images taken in an identical manner but different time of day or season yield dramatically different results. Light and shadows create contrast, and it’s important to balance the two, with good detail in the extremes. My strategy is to shoot multiple exposures and blend them in computer post-processing.
Color indoors is affected by the type of lighting, whether it be natural light from outdoors or the type of light bulbs in a lamp. A lack of light in dark shadowy areas can create unwanted color casts. Bright outdoor light can create glare, washed out areas of the picture, and subsequent loss of detail. It’s my job to create a picture with the most natural colors which accurately represent the building and its furnishings.
I can bring a pair of portable LED lights and backdrop to your office, or shoot "environmental" portraits in a location of your choice. The downtown area offers a goldmine of opportunity there... like old brick walls.