With its high-speed reproduction and accessibility, a dizzying increase in photographic development is promoting a culture deeply rooted in the image. Thus, photography has become a universal meta-language, disseminated and understood by everyone, with its own identity, reaching a privileged role among other ways of communicating
The way images are currently used in media communication is a case to be approached cautiously, both in the moment of production (shooting) and when receiving information. Today, more clearly than before, a high level of image consumption substantially influences how disciplines use this resource to be known and understood
Since its origins, photography has been directly involved with architecture and art in general, replacing – and in most cases overcoming – the opportunity to verify the architecture or work through direct experience. Hence, the responsibility is both for those who reproduce the image and those who publish it
Currently, the dissemination of information in Architecture, Design, and art occurs increasingly through printed and digital means. Today, the socio-cultural evolution linked to technological development and, therefore, to exponential progress in delivery and accessibility to reach information place this discipline at the highest level of communication
In the initial publications, photography was placed side by side with technical drawings, and the image was only an explanatory complement. The same goes for publications in which the photos were bound to a central part with detailed captions that referred to a specific page and paragraph, making the understanding challenging to manage. The situation has been reversed in contemporary publications; descriptions are “captions” of the image which must speak for itself: the image becomes the story of a creative and design process
It is clear that the photographic shot can no longer refer only to a “capture” of the moment in itself, but it’s the result of a storytelling process. It all begins with an inspection and a dialogue between those who must be able to interpret the space/work through the shot and those who have thought of it. Those photos will have to convey a story: direct, immediate, attractive
From here, we can draw a series of consequences. The first is that such shots cannot be taken with only “a good camera” because many skills are required to photograph architecture, an interior, an exhibition. Like any professional, the photographer has a specialization. Architecture, interiors, nature, portrait, etc. Therefore, I recommend you always budget for contracting a specialized photographer to ensure that your project/work, once it is finished and doesn’t belong to you anymore, can do all the talking for your work, your profession
As Ex-Editors, there are some things we want to recommend to you.
Often, a good project doesn’t get published because:
- it just doesn’t have good photos; they “don’t make it.” Perhaps the photographer was unable to capture the essence of the project?
- It only has vertical (or horizontal) photos. At the moment, the digital world is very diversified; some social networks indeed prefer the portrait mode, but many digital publications use flat cover images, those that must catch the eye and make you want to read the article. If such mages are missing, the publication of the project is jeopardized. During the shooting, make sure to have at least one horizontal and one vertical shot that alone can narrate the work during the shooting
- photos are in low resolution
- photos are too dark
- Bad staging. What does it mean? Sometimes you want to be way too realistic and end up filling the scene with everyday objects. Wrong. Too many objects take attention away from the scene. Few, targeted, solitary.
- Anticipation of an upcoming blog: video. The digital newspapers now almost prefer this type of support or, in any case, use it willingly as a cover image or as a second image. Formats differ based on the platform used. If the budget is low for this additional service, you can still make amateur videos that you can use on social networks to promote yourself or pass them on to your press office, who will use them on their social networks!
A good entrepreneur would say that part of the profits should be reinvested in advertising or marketing. In this case, the marketing department would tell you that it is necessary to make your work known in order to promote you as a designer/artist, and this happens …. through the images that represent and speak of your projects/creations
Be your own marketing department and let the world out there see what you are capable of!
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Increase your visibility.
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