The Power of An Image (And How to Create One)
Image: On set with Hugo Boss in the salt flats of Utah, 2014
When done right, a successful image is powerful. In the context of a product image, it communicates a brand's identity, allows the product to shine and gives it context: where does the product fit into my life, or the life to which I aspire?
During my years on the sets of photo shoots from New York to Paris to Shanghai (and many hidden beaches, snowy mountains and desert dunes in between), I witnessed firsthand how great photography allowed the rest of the world to see what a brand's creators and designers had imagined.
Here are three important steps to follow when it comes to creating a powerful image, in the context of product photography.
1. Start with the Product
An image is a product of the imagination. You have to create it. So you become familiar with its elements. First of all, what is the subject of the image? In the case of product photography, you start with the product. The subject of the image is the star, every other element of the photo must support it, not overwhelm it, and definitely not distract from it. All of the elements must be harmonious.
When I'm working with a brand, I like to look at the product in person: its shape, color, texture, what the packaging looks like, what the outer box looks like, if it's a skincare or beauty product, what is the texture? If the product is worn, what does it look like on the body? Who would buy it, wear it, use it? Who is the customer for this product? Getting to know a product or brand is like getting to know a person. I check out their Instagram, I check out the look they're going for, and if it's not already apparent, I envision what they would like to look like, how they would like to be seen. If it had a personality, would it be playful, sexy, cool, sophisticated? And you build an identity around it. A photograph is a strong emotional type of communication, you just feel it. A red lipstick can feel very sexy or it can feel very classic. You decide what it's going to be.
2. Define the Vision
Once you get to know the product, you set the general vibe of the image. This is called the creative direction. If the red lipstick is going to have a more classic look this time around, you select the other elements of the photo that will communicate that: what kind of background, colors, elements like props or effects, the composition of these objects, and finally the lighting, which can range from sharp and graphic to flat and even. There are even so many ways to express a shadow. While doing this you always keep in mind the desired creative direction you've decided upon, and how each piece of the puzzle creates and supports this vibe.
3. Experiment & Stay Open
The shoot is always a bit experimental, even when you go into it with a solid plan. The photographer I'm working with right now always reminds me that if something doesn't look right, to only change one thing at a time, and if I have to move something in the image, only move it just a little bit. We're talking millimeters. So you have your red lipstick on a white background with a sharp, diagonal shadow behind it to create some interest. If the shadow isn't right, you can move it in any direction, forward, back, left, right, or rotate it. Or make it sharper, or make it softer. Any one element can change the image so much! It's like that quote from The Devil Wears Prada that makes people like us seem crazy, but's it's true! It's like saying yes, blue is blue, but there's turquoise, there's lapis, there's cerulean. In photography, small details matter. However, at the same time you are being disciplined, you have to keep an open mind and be free to play a little, to experiment. The accidental moments have become some of the most iconic photographs in history (and if you want to read a great story, check out Richard Avedon's photo shoot with The Duke & Duchess of Windsor). So stay open to happy accidents and if it feels right, that's a sign to go with it. Otherwise there are lots of little adjustments you can make. One piece of advice I can give is that if you're unsure, take something away. Uncomplicate things. This will always elevate an image, as long as you have the foundational elements of the lighting and composition right.
Creating a powerful image takes practice, but if you go about it thoughtfully and have a plan, you can make some magic happen. Remember to start with the product, build a vision around it, and lastly, be open to experimentation during the creation process.
Yours truly,
Carrie
Founder, The ClickThrough
October 5, 2020
Image: Behind the scenes at our first photo shoot, summer 2020.
At The ClickThrough, we're wildly in love with all things visual: photography, art, fashion, design, architecture, interior design...and we're kind of getting into TikTok too... Anyway, when it comes to your images, we're on it. Obsessively so. Check out our blog post on The Power of an Image (And How to Create One) to learn some tips on finding your inspiration.
Our mission is to empower your brand to grow your business by providing exceptional photography. We're here for you. Whether you're launching a new collection, need some updated professional images, or some fresh creative shots for social media, we've got you covered. If you're ready to try it out, we'll review your business goals and your content needs together in a complimentary consultation with our team, where we'll offer a suggested introductory package. Then, you simply mail in your products and one of our professional photographers will make the magic happen, totally remotely. We are priced by the image so YOU decide what you buy: make a small investment now to test it out, and if you like what you see, come back for more any time.
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