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!!!
Photography has become a craze these days even more so since selfies have become possible on cell phones. No wonder! Who does not wish to make memorable moments eternal including PM Narendra Modi? There are some things that happen just once in a lifetime, like weddings, anniversaries, birthdays, meeting someone and so on. One has to satisfy oneself with selfies and cell phone photography on unplanned occasions. We are all aware of the kinds of results; sometimes, the head is not covered on the screen, sometimes, the most important person does not fit into the scene, sometimes, the light fails and faces are unrecognizable and many such flaws are likely. Once, I was seated on horseback and someone clicked my photograph. Somehow, he missed the horse entirely and people ask me what I was doing in such a strange suspended position! So at least, when occasions are planned, one must opt for a professional photographer.
On planned occasions, one feels that there are so many friends possessing good cameras or even cell phones that suit good photographic attempts. So why spend that extra amount on a professional photographer? One would rather have some extra photographs in the same budget, locking the memories of an event in detail.
Every event has a budget and one may make a compromise elsewhere but hiring a professional photographer is advisable and it certainly does not affect the budget too much.
Seeing a collection of good photographs is always satisfying. It awakens the right happy memories in the mind. Hence, it is wiser in the long run to hire a professional photographer.
Inderphotography.com is a one-stop solution for event photographs for weddings, anniversaries, meetings, get-togethers and parties. . We make use of best cameras and equipment, advanced lighting techniques and appropriate lenses to achieve the best high definition images that are bound to tickle memories.