10 February 2014

That photo you glanced at? It took hours of work

In the world of corporate photography, nothing happens by chance. 
“Pictures that people dismiss as simple may have in fact been the result of a carefully orchestrated photography session involving a crew consisting of not just a professional photographer but also his assistants, an art director, fashion stylists, food stylists, makeup and hair stylists, human or animal models, animal handlers, model makers, even carpenters,” shared Julian Tay, Founder, Camera-Crew Photography

Source: Camera-Crew Photography. Copyright Camera-Crew Photography; all rights reserved.
Ellery Chua of Ellery Chua Photography adds: “Remember companies normally need images to sell something; the strength on which the message is received depends a lot on visuals. Good visuals coupled with good design and good ad copy make a good advertisement. Lose quality on any component and you dilute the effectiveness, or worse, send the wrong message out.
Source: Ellery Chua Photography. Camera settings often have to be adjusted based on the photographer's experience.

Consider some common applications of corporate photography, such as product images. “Product images for use in advertisements must be true to scale and colour. The images must appear to be free from defects even if the actual item photographed was not. The viewing perspective must be close to what a person would see in general,” Chua said.

What about the head-and-shoulders portraits often used in biographies? “Corporate head-shots need to be ‘better than real life’ and convey positive traits like honesty, sincerity, and intelligence,” Chua said. Similarly, corporate event shots need to portray the business in the best light possible, he added.