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Before you consider booking an advertising photography shoot, it is vital that you consider the following issues.
Advertising photographers are not made equal, and even if an advertising photographer has worked for a major client, there are many more issues to consider. Cutting corners, making assumptions or trying to gain a powerful and successful reputation through an osmotic relationship with other major businesses who use the same advertising photography studio is not the way to market your company.
Brand image and corporate identity are an essential part of commercial photography and marketing photography, yet all too often businesses can be swayed by the appearance of a well known brand or name in a studio's portfolio, or a glossy brochure which lists the state of the art equipment at their disposal.
Advertising photography is not just an art, or even a science, but a careful balance of the two combined with professional experience and a list of contacts which looks more like a telephone directory.
Your business and your brand is unique - it has to be, otherwise it will fail to hold its own in the cut and thrust world of commerce. But this means that every aspect of your branding, your marketing and your advertising has to not only be similarly unique, but able to compliment your brand image perfectly. A successful advertising photography campaign will help to emphasise your company's messages, clarify your corporate identity and communicate effectively, reaching the right people and saying the right things.
Clearly a short photography session to which you arrive with a box full of products and a copy of your latest brochure is hardly likely to develop into an inspiring session during which your business name will be made forever.
A successful advertising photographer knows that whilst taking a commercial photograph may last no more than the split second it takes for the shutter to catch a glimpse of your business and its products, the process of advertising photography may take days or weeks to plan and prepare, and perhaps several days in post production too.
The actual process of taking the photograph is perhaps the quickest and easiest aspect of advertising photography. It's getting ready to open the shutter that takes time, preparation, planning and professional expertise.
If you haven't considered every possible aspect of your corporate identity, business image, product identification and company message before the shutter opens, then you may as well keep it closed.
Tone and colour balance may be words or terms you have come across, and which you may believe refer only to aspects of commercial photography which concern the photographers themselves.
Yet you may be surprised to learn just how important these are in helping to establish a brand image or corporate identity. Whether your photo shoots are bright, colourful and exude warmth, clarity and light, are more vibrant, using citrus colours that suggest youth, energy and dynamism, or perhaps using any other combination of colours and tones, this will have a significant impact on the message your advertising photography will convey.
Scenery is another issue which will be important to consider, as the location of a photograph will also help to convey a feeling, a mood, a message or create a positive association.
In some cases a suitable location will need to be found, with all the logistical arrangements which that will necessarily involve. A broad knowledge of suitable locations and their benefits is just one of the many pieces of useful information which a good photographer will have to hand.
In other cases sets will need to be built, and this will also involve the use of suitable contractors, certain to be found in the contacts list of a good studio. But sometimes a set or a location is still not enough, and it will be necessary, or at least highly beneficial, to have suitable props or models introduced. But whether you need a chilli or a family group of four, you'll hardly be able to just pick up what you need in the high street.
Again, a reputable team of advertising photographers will be able to use their contacts to not only source the right props and models, but also deal with suitable clothing, hair, makeup and stylists, all to ensure that your business is represented perfectly.
Advertising photography means placing your business in front of the world for the one hundredth of a second it takes the shutter to close; it makes sense to make the most of that time.
Advertising Photography | www.thepackshotpeople.co.uk | Advertising Photographers
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