Is Brand Photography an Art or Science?

Many would say photography is an art form; and I absolutely agree. There is something magical about capturing a moment and sealing an event to memory. However, there is so much technique and technology that sits behind it, there's a valid argument that its foundations are in science. As a creative, with a science back ground, it's an interesting question for me to mull over. Brand photography, of course, is a genre that brings a whole new level of debate too!

If you follow me, you may have sensed I love what I do and am very passionate about it too! I've always been one for attention to detail, so photography allowed me to fulfil this scientific approach in a creative way. From a young age, photography made me inquisitive about nature. I found it fascinating getting close up, wondering how it all worked, what was behind the beauty. As I grew older, photography drove me to travel and explore. Always wanting to climb the highest point for the best panoramic view, always going that extra mile to see what surprise may be round the corner to capture. It fed my imagination and sense of adventure.

Now, I love the art of building a relationship and putting people at ease to capture the essence of them. The feedback I love, is when clients say I've got them. I've hit the shots that show all of them. It makes my heart sing! There's definitely a skill in finding the right angle which results in a photogenic picture which says it all. But, even so, knowing what to capture comes from my understanding of human behaviour and what's important to your brand.

This is where a lot of science goes into understanding what creates an image that attracts your ideal clients and ultimately converts. There's so much behind an image that stops the scroll and makes someone want to read on and engage. You can read all about that in last weeks article https://www.dhirubhai.net/pulse/how-create-scroll-stopping-images-kier-adair

In my corporate career in retail I was always fascinated by consumer behaviour; particualrly how you could encourage people to shop a certain way by use of colour and displays in focal points. You could even anticipate which way people would look and walk, dependent on the store layout. Store teams would then place their most commercial items in these locations to increase sales.

It's no different with our images. People will follow the direction you are looking in your image so you can place text appropriately to encourage them to see it. Certain colours will attract their attention so you can place these strategically in your visuals. Images with lots of expression will attract people to look at what's creating the emotion. All great ways to grab your audiences attention.

These are just a few of the many elements to consider which create those all important money shots. The ones that are so much more than just beautiful images. The ones that convert. The ones that step you and your business into that next level. And just in case you're wondering what all the fuss is about with the importance of your visuals, here's some interesting stats:

Visuals are transmitted to the brain 60,000 time faster than text!

90% of information transmitted to the brain is visual.

Don't just take my word for it! One of my fabulous clients shared this with me. The impact of one post with a brand image of her:

"Within minutes of posting I had two enquiries from people who lived near the park. They recognised the setting. They have since become 2 long term clients... so the magic continues"

So there is definitely a lot of science in my view behind creating a photographic piece of art which converts for your business.?What do you think? Is brand photography an art or science?

If you'd like to see how good your brand images are at attracting your ideal clients, take the Brand Photography Scorecard . It takes just 2 minutes and will show you the impact you are making with your brand images. You will receive personalised results with lots of advice and action points on any areas to improve. You can also book a complimentary call with me to explore your options further and get my expert opinion.

Let's have some fun with this!

Thanks so much for reading

Kier

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