Most of us need to be exposed to the same advertisement or message several times before we actually pay it any attention, partly because most of us have a limited attention span. Poor quality photography generally doesn’t excite the typical consumer, and for people to be interested in a product and want to buy it, good quality and persuasive photography is a requirement.
The job of the photographer is to capture or interpret the ideas put forward by advertising executives, whether they be a sign on the London Underground or a perfume or clothing ad in a glossy magazine. The original idea has to be captured by the photographer in such a way as to capture the public’s attention.
Whether it is a drop of water sliding down the side of a can of soda, or a perfume bottle posed without the unappealing lighting reflection, the photographer needs to capture the image accurately. A real image may be the basis for a product photo, or it may be something that has been created by a graphic artist.
Making the product look appealing, and turning the original photograph into something that captures the original brief is when the real work begins. Just think how your mouth starts to water when you see a chilled can of soda with a single drop of moisture rolling down the outside of the can – it’s all down to the skill and vision of the photographer.
A picture really is worth a thousand words, and other elements come into play to help to make the point, get the message across and ultimately attract customers. Attractive and fitting typography is also important when it comes to capturing the perfect image and matching the product with its target market.
Creating a positive impression with a brand or an image is important, and companies have to get it right as they never get a second chance to do that. A passion for photography, as well as skill, knowledge and creativity are all important when it comes to representing a brand and devising the perfect marketing image.
Never underestimate the importance of creating a strong impression the first time around. Even the most skillful and creative advertising or marketing vamping won’t compensate for a badly created or ill conceived advertising campaign. Photography is one of the most crucial elements of many advertising campaigns, yet it is something many of us take for granted.