One crucial factor in any business is marketing and commercial photography is an important aspect of it.
Even before establishing a new company, there is a convention to carry out a market survey to find out if a particular product has demand in the market. The sole objective of any business venture is to sell products in the market and gain profits. However, there is so much competition for almost every product or service that it has become critical and challenging to reach out to customers and secure them. Marketing people constantly make efforts to find out new and innovative ways to target customers, they utilize every channel, every possible media to advertise products and compete with rivals.
The market has become global creating an illusion that expanding market allows plenty of scope for all products. On the contrary, it has become all the more difficult to reach across the globe from a small location somewhere on the earth. The backbone of marketing is advertising. Advertising remains a strategy although the media have changed. From print or audio-video media, advertising these days has been transferred to social media and digital channels. This is because the market has also become digital. Whether print media or social media, advertising revolves around pictures more than it depends upon content. While content appeals to the intellect, image appeals to the eyes. In fact, content in an advertisement is used as supplementary to an image. To conclude, an image or a picture is an important element in advertising and marketing. A photograph is a real representation of an object.
Photos are clicked for many reasons. People click photos on one-in-a-lifetime events like weddings, anniversaries etc. to keep memories alive. Photographs are taken at crime scenes, construction sites, manufacturing units etc. Photographs taken for the purpose of business or sales, for earning money, taken for a commercial purpose is called commercial photography. It is not an aimless activity that one indulges in merely as a passion or pastime.
Commercial photography is the pivotal point of advertising and marketing. Commercial photographs find their way in posters, brochures, handbills, leaflets, menus, video-clips, newspapers, magazines, catalogues, websites, social media sites and so on. The aim of commercial photography is to promote a business in every possible way. It not only helps to drive business but also helps to create brand awareness. Commercial photography can take place either onsite or offsite. But the best results appear when an image is presented as a functioning product, where it is utilized. The photographs can either cover a line of products or individual products. It can either focus upon the design of the product like the shape of a bag or the depth of carpet fibres, or upon the use of the product like the functions on an iPhone. Product commercial photography reveals the detail and feel of a product to the customer, while advertising commercial photography is more likely to focus upon the status and attractions of the product.
Commercial photography is a serious affair. One cannot just carry any camera or device and click scenes casually. When people pay for the photographs, they have to be done well and done systematically. Here is how one should prepare for a commercial photo shoot.
The purpose of commercial photography is chiefly advertisement and marketing. Fashion, food and product photographs aim at attracting customers. The main objective is to make a product sell well in the market. Sometimes, customers are driven off their feet to such an extent by the looks of a product that they don’t think of its quality or utility. This is the success of a commercial photographer. Hence, advertisement is an important branch of commercial photography. Almost 80% of advertisement campaigns use photography.
Both commercial and advertisement photographers are creative professionals. Commercial photographers take photos of buildings, models, merchandise, artefacts and landscapes that are used for promotional purposes in books, reports, advertisements and catalogues, for example. Commercial photographs typically are used entirely in the retail and wholesale sectors and in sales materials or for promotional efforts. In commercial photography, the entire photo shoot is devoted to the product being photographed. The lighting, styling and background generally are somewhat neutral so as not to detract from the product being promoted.
The world of advertising photography is broader than the narrower array of techniques used in commercial photography. The advertising photographer uses a wide variety of photographs to sell not only products but lifestyles, concepts and ideas. The advertising photographer has greater creative freedom to interpret how products, services, lifestyles and ideas can be presented photographically. Advertising photographers are often experts at marketing, layout, business management and sales trends.
Commercial photography includes fashion, food, travel, product and advertising. Each needs its own set of skills and experience as well as top notch equipment.
This is the most glamorous area of commercial photography. It is a combination of two arts, fashion and photo. It is more than a photo; it embodies a fashion trend at a given time. It portrays the mood and atmosphere of a moment. A fashion photographer cannot work alone. He has to depend upon a huge team of artists like fashion designers, make-up artists, hair-stylists etc. the location/setting also play an important part in fashion photography. Coordination between the team members is necessary. Fashion photography must be original and evoking.
It is glamorous but hard work. Obviously, it requires a great deal of travelling. One cannot even travel light because the right kind of equipment is essential. The client may need a specific type of image for a definite purpose and the photographer has to put all his skill and imagination to use. One comfort is that there is that there is little room for error because images are clicked onsite, conditions are realistic and natural and there is no question of manipulation. Hence, travel photography is tiring but rewarding. Travel photographs are used by transport and tourist agencies, airways etc.
Product photography involves the challenge of being attractive yet realistic at the same time. Every shot from every angle is important if you are handling the part of complex machinery. Focus is on minor details that convey accurate information. The images must give information about the product, its appearance and also its functions. Hence, a series of images rather than a single image have to be taken. Product photographs can be enhanced by varying angles, adjusting light, manipulating colours and backgrounds, using tripods, suspending or hanging the objects, incorporating interesting backgrounds, thinking of weird uses etc.
Commercial photographers are not hired merely for their ability to click images; anyone can do that. They are hired for their creativity, imagination and experience. They must be able to offer creative solutions to problems and point out the right direction to a successful photo shoot that achieves the specified purpose. Commercial photographers face problems of their own.
In most cases, a commercial photographer stands behind a lens and shoots in such a way that he tells his story as per his perspective. A newbie often fails to correlate with the vision of the client. The photographer’s art has to be modified and turned according to the client’s vision and each client is different.
Photography is an art. Any art is a free activity and cannot be pushed, initiated or forced. Art is a result of inspiration and motivation. In the commercial photographer’s case, the profits are the motivation but inspiration is a problem. Commercial activity is time bound. There is high pressure of completing assignments in time. Inspiration and deadlines cannot go together. If one really wants artistic value, one must allow the photographer to take his time.
Commercial photography is a responsible task. Clients look up to your advice regarding where to place an object, how to take the image, the angle of every shot etc. If you are unable to get the desired results and create the best effect, clients get disheartened and lose faith in you. You stand the risk of losing business.
Commercial photography also expects substantial investment. Without necessary tools and equipment one cannot get the best quality. Cameras and lenses must be well-maintained and in good condition. New technology brings new products to the market and to be in the competition, one has to keep upgrading knowledge and new techniques along with latest gadgets in the market. Photography equipment is expensive.
Cameras of a range of capacities are now available and fitted into cell phones and other hand-held devices. Many amateurs have begun to think that photography is merely a matter of clicking images. Their attempts are fairly successful hence the notion of photography as an art has changed. Every ambitious aspirant has started indulging in commercial photography and the status of a professional has been affected. Several apps are available to modify images. Images of unforeseen images are quickly clicked by eye-witnesses affecting the role of professional photographers.
The transformation from print to online publishing has changed the type and volume of photographs needed for editorial, advertising, and marketing purposes. Markets and needs vary from place to place.
The photographer cannot merely function as an artist. When he pursues photography as a profession, he has to be proficient in multi-tasking. He has to be a visionary, an editor, a manager, administrator, finance person, HR manager, team-leader and so on. He must have enough knowledge of computers not only for administrative purposes but also to utilize technology advantages for enhancing his art.
A commercial photographer faces the greatest risk of copyright violation. Someone in some far corner of the world can take credit for your skill. Challenges are on global scale.
In spite of challenges and obstacles, commercial photography is an enchanting, interesting, fulfilling and profitable profession. It offers valuable opportunities for those with passion and determination.
Artistic possibilities are endless. Nobody stops photographers from creating their own distinctive style. The more they experiment with their art, equipment and imagination, the higher they will rise in their profession. Combinations exist in terms of: creative image editing; digital, historic, and mixed-media printmaking techniques; printable materials; and new methods of displaying and selling your finished images. Ultimately, a commercial photographer is indirectly a member of a marketing team. He must build strategies to create images that will finally help to sell products in the market.
It is fun to go around clicking images on cell phone cameras and similar devices. Yet, there are reasons why hiring commercial photographers is profitable in the long run.
It is rightly said that pictures speak louder then words!!!
Inderjeet Singh is a talented commercial photographer with over 15 years of experience in handling a vast range of professional projects for advertising agencies, industries, architects, interior designers and fashion houses all over India and abroad. He is the captain and mentor, the brain behind every project at inderphotography.com. Photography is a unique combination of varied talents merged together: technical knowledge, creativity, vision, art and aesthetics. The secret of successful photography is the use of multi-talents for pleasing the viewers. The expert team at inderphotography.com combines a range of skills, talents, visions, perspectives and adds the best advantages of latest technology and equipment to produce unique results that baffle the eyes.
If you want to make sure that your product images go viral within seconds and are shared and re-shared flitting across the globe at the speed of light, contact inderphotography.com and see the magic of images work!!!
Just as an individual identity and image is important, a corporate image is important for an organization. An image is not just what others think about you but also about how you perceive yourself. Employees identify themselves proudly with organizations with a good corporate image. In this digital age, corporate image of a company relies heavily on images and photographs. It is possible to build a positive, attractive and genuine corporate image through a series of appropriate photographs shot during a planned industrial photoshoot. A corporate image offers identity, credibility and value to an organization.
Industrial photography is carried out with a definite purpose and well-defined objectives. Hence, the images shot are not random but carefully planned and specific. Here is all that can be part of industrial photography:
All these different types of images together help to create a corporate image of an organization. They not only give a general overview but also afford a glimpse into the environment related, employment related policies of the organization. Besides these photographic images, there are other things like logos, brand names, symbols etc. that contribute in building a corporate image. For example, the saffron colour is associated with BOB and the bank gets a special identity. While engaging in industrial photography, the photographers should take care to match other identity factors with the photographs like colours, symbols and logos.
Industrial photography is both outdoor and indoor. It is a diverse phenomenon. It reflects the aesthetic as well as technical aspects of industry. How a company or an organization presents itself in society matters in its success. The image presented depends to a great extent on the quality of industrial photography. Industrial photography is a specialized field.
Industrial photography is a challenging task. Taking photographs in companies is quite different from shooting in a well-equipped studio where you can manipulate light, darkness, shades and shadows as you will. There is nothing attractive in the objects that are photographed in industrial photography; hence, the photographer has to make the picture look attractive and nice. He must possess technical knowledge essential for touching up, sizing, cropping and modifying subtle parts of the completed photograph before finalizing it!!!
inderphotography.com in Pune specializes in Industrial Photoshoot. You provide a brief introduction of what you need and the firm will give you excellent results with valuable creative inputs. We provide high-quality ready-to-use images whether they are for print or internet. The costs are reasonable. We have deep understanding of industrial factors and we go into the minute details to portray a truthful picture and attractive outlook.