How Obscure Can We Get?

Joseph Nicéphore Niépce.

Louis-Jacques-Mandé Daguerre.?

Yes, these are veritable names. They are pioneers in literally inventing the living nightmare of every parent that has a teenager,?The Camera.

Now, we know these names are far off from being heard, but believe me, we tried. Our weekly drafts?try to cover a myriad of concepts from the world of creativity and the core of branding. This time around, we wanted to recap World Photography Day.

We hail from the generation that says?shoot your shot. We really do, too. But there’s an extensive change that we see in this field and because of this art form.?

Images conspicuously became imperative in its late teens, from recording milestones and events to architecture and Fine Art, and also with taking a trip down to any one of Peter Lindbergh's Most Iconic Photographs.

Digital Photographs play a very major role in the field of Marketing as they are capable of channelling the initiative to the customers.?It became the go-to and foundation of visual expression in the era of its maturity, both technically and culturally.

Get down to the basics and nothing teaches us about the rudimentary than photography. All photographers seek alternatives, whether it's how you frame something or what kind of camera you use,?what kind of print you make, or how you share that picture with your probable audiences.

I got into photography because I wanted to know something that other?people didn't perceive. For me, it’s always been the process and not about the product because that's when you really?understand what the images stand for. The process is also of the essence because of the questions it brings up.

What makes a single image important?

What are we bringing to this photograph??

What is the photograph bringing to us?

How do you make that image that makes people take that “Call-To-Action”?

Let's think about these, while we put a pin on them. Here is a fact that might be a little interesting to look at while we are still talking about Visual Expression.

"60 or 80% of the activity that goes on in your brain is about deciphering visual data and visual input that you get. There are scientists who've done a tremendous amount of research on this, and it's within 13 milliseconds." ~ Marvin Heiferman

Marvin Heiferman is a prevalent curator and writer who has had an impact of photographic images on art, visual culture, and science for museums and art galleries. This particular statement enhances our views on how an image plays a role in Marketing, this was further corroborated by research done by MIT.

A photographer, an agency, or a brand has exactly 13 milliseconds to grasp any individual’s attention. Consistent imagery creates?brand trust and recognition.?If your imagery is similar and of high quality, you’re helping your customers recognize you.

Forty years ago, consumers were exposed to approximately 500 advertisements, a day. Now, with the advent of all the photo-sharing apps turning into personal brand management platforms, we are exposed to 5000, a day.

But, how many of those 5000 images make a stringent impression on us?

One of the most powerful images in recent times, which turned some heads, was Nike's Ad Campaign with Colin Kaepernick. While it set some precedence on very important matters, the brand lagged for a certain period of time, even after being a dominant sport-good supplier.

The bottom line? It is all about the images.

You might have read the names Joseph Nicéphore Niépce and Louis-Jacques-Mandé Daguerre, but let me drop a more 20th-century mogul in photography who developed a concept called?Visualisation. Ansel Adams, an eminent Landscape Photographer left a school of thought for contemporary photographers, an introspective way to turn good images into extraordinary ones.

“We must teach our eyes to become more perceptive.”?He defined that lines, curves, and angles link or divide the subject in focus.?“Consider the shapes produced within the shadowy details and how they might be used to have a greater visual impact.”?These pointers, given by Adams definitely can play a pivotal role in transforming photography, even in the Business World.

Consumers are visual. Taking and sharing photographs has become secondary nature for all of us. It doesn't help that we are also creatures of habit.

Visual Culture is pervasive and in the realm of representing a product, service or individual is paramount.

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