Beyond the variety of styles and genres that make up commercial photography, the photograph always represents a deep, complex relationship between humans and their culture.Contrary to what some people think, commercial photography is not about getting a flashing publicity photo. A great commercial photograph that represents your business can elevate your brand to the next level.
Here are four reasons why professional commercial photography should be a priority when it comes to communicating products, brands, styles, and just about anything else.
Read more after the jump:
1. Visual Culture is Here to Stay
We think in pictures.There was a time, long, long ago, when humans were purely oral. We had spoken word and little more in our communication toolkit. We told stories and remembered them and that was that. Then writing came along and changed our brains. We could save whole volumes of spoken word into neat containers called books.No longer bound by the limitations of short-term memory, the frontiers of thought grew exponentially. We went from thinking in words to thinking in volumes of text.
The leap from oral to written culture was huge, but it was nothing compared to what came next—visual culture. We think in pictures now. Since the advent of the photograph, our brains have been evolving to prioritize interpreting images as a communication device. We have come to expect the depth a picture can provide and now we’re used to it.
Therefore, people will associate an image with your business.
What you say about your brand isn’t always enough – it pays to show yourself through a great picture. And the way we prioritize visual images backs that up.
2. Seeing is Believing
In this visual culture of ours, we trust images. In these images, we expect truth. Sure, there’s Photoshop, the editing tool with the power to brush up images. But businesses can convey the essence of their company, the truth of what they do, through their images.
This is especially important for non-profit organizations. You have a mission statement, and a message to make the world a better place. You’re going to need great photography that gets people to believe you.
Trust is key in marketing and conveying truth is an important power to tap into when communicating your brand identity. Don’t assume stock photos will go undetected – making the effort to give a face to your name is one of the most honest and honorable things you can do as a business.
3. Photographs Come First
Photographs are what capture our attention first. They set the tone for all the other content we’re about to see. It’s difficult to upstage a photograph. Contrast, texture and color (or lack thereof) in a striking image are just so attractive to the eye.
Because an image will steal your audience’s attention when visiting your website, your photography should immediately send the right message – but it can easily send the wrong one. A photograph can make or break a brand; so good commercial photography is crucial.
4. A Picture is Priceless
“A picture is worth a thousand words” is true in commercial photography. Why even read a thousand words when a picture could tell you everything you need to know in an instant?
The power of the photograph is in its ability to communicate a near infinite combination of words instantly. Think about how much a photograph can say about your brand. Thousands of associations, feelings, and memories can come up in your target audience when they see your image. You can use this to your advantage to generate more sales.
We’ve only scratched the surface of the culture and psychology behind photography, but it’s more than enough to see the importance of the commercial photograph – the power it holds to make a statement and shape our thoughts, and how it can boost businesses for the better.
Images by Igor Cvoro for Design SCENE
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