The Science (and Art) of Commercial Photography
Commercial photography is more than just taking pictures; it's a blend of art, technology, and psychology that aims to convey a brand's message, highlight a product's best features, and evoke specific emotions in the target audience. The science behind commercial photography involves understanding light, composition, color theory, and human perception to create images that not only look good but also serve a strategic purpose.
Let There Be Light
Body & Ballet Fitness Shoot: Sun Kissed Lighting
Manipulating light can dramatically change the appearance of a product or a lifestyle scene. Photographers use various lighting techniques to highlight textures, colors, and shapes. For instance, soft lighting can make a product look smooth and luxurious, while hard lighting can emphasize texture and detail. Lighting can also set the mood. For example, this image that we did as part of a fitness photoshoot for Body & Ballet has ‘sun-kissed’ lighting, setting an early morning scene, which is typically when many people get their workouts done.
Add Color To Your Life
Use color wheel theory to pair colors that evoke varied emotions
Different colors evoke different emotions and can influence a viewer's behavior. For example, red can evoke feelings of excitement and urgency, making it ideal for clearance sales and promotions, while blue can create a sense of trust and reliability, often used in corporate branding. Commercial photographers must have a deep understanding of color theory to use colors effectively in their images, ensuring they align with the brand's message and appeal to the target audience.
Colors don’t always need to be bright and saturated. They can also be more pastel and earthy. Importantly, they need to be true to the brand’s identity.
Composition and Framing
The hero of this image is the perfume bottle, which is placed at the right thirds of the screen.
The composition of an image refers to the arrangement of elements within the frame. Good composition directs the viewer's eye to the most important parts of the image, creating a visual hierarchy that enhances the message being conveyed. Techniques such as the rule of thirds, leading lines, and symmetry are often used to create balanced and aesthetically pleasing images. In case of this image for Flora, the viewer’s attention is driven to the product, which is the intent of product photoshoots.
One may believe that such principles may not be as crucial to to less involved streams such as professional headshot photography. However, framing and composition matter in creating the right business portrait too.
Psychology of Perception
Amber Falls: An image that gives a taste of the wine
Understanding how people perceive images is crucial in commercial photography. The brain processes visual information in a specific way, and certain elements can influence how an image is perceived. For example, our eyes are naturally drawn to areas of high contrast and sharpness. By placing the product in a well-lit, sharply focused area of the image, photographers can ensure that it stands out and captures the viewer's attention. Familiar shapes and patterns can create a sense of comfort and familiarity, making the product more appealing. When we created this wine pour beverage shot for Amber Falls Winery, the aim was to create a longing for a sip of the wine in the viewer’s minds.
Technical Precision
Correct use of photography gear and settings can help create the right balance of ambient and artificial lighting.
Commercial photography requires a high level of technical precision. Photographers must have a thorough understanding of their equipment, including cameras, lenses, and lighting gear. They need to know how to set the correct exposure, focus, and white balance to capture the perfect shot. Post-processing is also an essential part of the process. This becomes especially critical in outdoor situations, often encountered during industrial photography.
In this image we created for Tyler Technologies, we used both ambient and artificial lighting. With our strong technical skills we were able to subtly balance both light sources for a natural appearance.
What’s the story?
Website Hero Image For Patterson IP Law
Every image tells a story, and in commercial photography, this story must align with the brand's narrative. Whether it's a product shot for an advertisement, a lifestyle image for a catalog, or a corporate headshot, the photograph must convey the right message. This involves working closely with the client to understand their vision and goals, then translating that into a visual language that resonates with the target audience. Patterson IP Law is one of our clients, and their story is that they are amongst the top intellectual property firms in the country. Their business photography session was designed to convey exactly that.
Looking To Uplift Your Brand’s Imagery?
Nashbox Studios is a commercial photography studio in Nashville TN. Besides product photography, our services also include video production and 3D visualization.