How We See Photographs

Part 1 - Introduction - Photo Editing for Editorial Publication

After spending years as a photo-editor it became glaringly apparent that the skill, or rather, the art, of selecting images for editorial and social media publication is not inborn.

First, there's the need to understand the context and message of an article or post while being sensitive to the nuances of current events and cultural relevance. Then there's the understanding of what comprises a visual that encompasses these elements and has the visual torque to capture the viewers attention.

When I was working as an Art Director, a major task I was faced with was how to train incoming photo editors to select images that would drive engagement based on these factors. This required a deep exploration into the subject which resulted in a guide that we named 'The Look Book'. The results were phenomenal.

So based on this experience I'm going to write a short series of articles on the philosophy and practices we discovered. Hopefully this will be of some help photo editors, newsrooms and editorial staffs in creating a strong visual presence for their publication and social content.

In this first installment I'll dive into how a viewer takes in an image at the most fundamental level. I hope that it's of help.

How We See Photographs

It begins with our physiology. The human brain is largely fashioned around our sense of sight. What we know of the world around us, our thoughts, our memories, are all deeply rooted in what we have seen in our lives. Our brains are essentially visual engines taking in what we see and processing it and adding it to our vast stores of memories. Here’s a few facts:

Our brains are visual processors

Vision is the primary source for all our experiences. Approximately 20% of the brain is strictly for processing visuals and at least half of the brain becomes involved in reacting to visual stimuli.

The brain is inherently fluent in comprehending images because of its design regardless of language or education.

The photograph speaks to us through our very nature.

Images are processed fast

A person can understand visual information almost instantly. Studies have shown that it takes only 150ms for us to process an image, and then another 100ms for us to attach meaning to it.

The photograph is the fastest way to communicate complex ideas.

We are hardwired to respond to faces

We have specific brain cells that react to faces. We are essentially hardwired to respond to facial characteristics and expressions.

A photograph of a face communicates inherent ideas and values more powerfully than any other form of media.

Our brains love to be stimulated

The brain craves visual stimulation. Being bombarded with a continuous stream of visual information everyday can have the effect of dulling our visual sense in such a way that only the unexpected or extraordinary rise to level of penetrating our consciousness.

Interesting photographs call attention to themselves by forcing conscious engagement.

We like to see stories

Visual stories inspire our hearts and mind. Stories help us to make meaningful sense of the world around us in ways that we could never experience by any other means. They take us places and reveal truths that inspire us to appreciate the richness of life.

The photograph is perhaps the most immediate way to relay a story.

We remember visually

Our memories are visual. Images resonate with our prior experiences and feelings causing a deep connection and reaction within our minds.

A photograph draws on the wealth of memories that we already have, or can add to them.

We are drawn to color

Color is one of the strongest dynamics of our sight. We attach meaning to colors which is rooted in our primordial instincts. Colors provoke visceral reactions extending through the full range of human emotions.

Photographs with color increase our attention.

The photograph when understood for how effectively and naturally it communicates to us must be given its proper place in a publication lest it be treated as ‘window dressing’. Photographs when used with a strong understanding of the mechanics and perception can supercharge a site or publication.

Up next week...Photography and brand identity

Other topics will include:

• Understanding Style
• Style | Content| Quality
• A quick way to choose impactful images
• Sourcing images when you have no budget
• Questions and answers

Photo Credits - Special thanks to the photographers who captured these images. Please visit their sites to see and licence some of the great work by these artists:

• Banner - Jessie J by Republic Records
• Man in Darkness - Photo by Rui Silvestre on Unsplash
• Snowboard - Photo by Mattias Olsson on Unsplash
• 1908 Cotton Spinner Girl - Lewis Hines courtesy of The U.S. National Archives
• Man and Ape - David Blackwell via Flickr [CC-BY-ND 2.0]
• Terminally ill woman and family - Masaru Goto | World Bank via Flickr [CC BY-NC-ND 2.0]
• Twin Towers - Grandmaster E via Wikipedia [CC-BY-SA 3.0]
• Windsurfer - TPSDave on Pixabay