It’s common to use photography to both market and sell tangible products. The average, modern consumer has a very limited attention span. It’s also the case that consumers need to be exposed multiple times to the same advert before they actually pay attention, take note of the product being sold, and consider buying it at some point in time. Low-quality photograph that fails to capture the attention of its audience will always fail to sell products, and it will invariably result in permanently missed opportunities.
Marketing executives have devised a few strategies on creating the perfect ad for a glossy, print publication, for a large-sized poster in London’s Underground or on a billboard sign. The photographer must be able to represent the concepts and ideas that come from ad executives and to convey these via their visual mediums.
Product photography can be based on real imagery or it can be produced by graphic artists who can accurately render the look of the product. Whether this is a clear and pristine image of a perfume bottle minus the glare of lighting reflection, or a can of soda that has a single bead of ice water running down its side, both require a tangible and real item as a jumping off point.
After taking note of the conceptual ideas, the real work starts. Turning photographs into an accurate representation of the original ideas and a brief agreement with the product company, and making the related goods look absolutely amazing along the way is what ad photographers must do. Adding the right background to the icy can of soda or the bead of water that’s cascading down the side of this bubbly beverage, produces the ideal marketing image for making people’s mouths water when they see the ad and want to quench their thirst.
To produce an amazing image and strategically combine it with the right elements, such as a beautiful landscape that complements the market and its target audience, conveys the point in a real and meaningful way. As the old adage says, a picture is indeed worth a thousand words.
It takes skills to create marketing photography and successfully represent brands, along with passion and knowledge. Nothing short of absolute excellence will do given that companies do not get second chances to make first impressions with branding and their products.
Advertising campaigns that use crudely created photography can result in the loss of so many prospective customers that even follow-up campaigns that use gorgeous photography will not undo the original, negative perception. This is why it’s absolutely vital to get advertising photography right on the very first try.