Because we have Instagram, Pinterest, Unsplash, and an infinite gateway of photography inspiration, we have developed an eye for photography faster than the previous generation. Because we have iPhones and DSLR's, we have developed the technique easily enough. Now, if you are a business owner, the one thing missing is to develop your brand's photography style.
Even when we don't have the best eye as a photographer, the ability to distinguish which photos are “on brand” is very important. Moody and dark, colorful and vibrant, natural and with earth tones, black and whites… There are almost as many photography styles as there are tastes. Of course, as a business, this is not about taste it is about branding. If you read my post on Brand, Visual Identity and Branding, you know all elements needs to be cohesive and connected, to tell your brand's story successfully. It couldn't be different with the photos you use throughout your online accounts.
These are the main places where your photos will represent your brand:
Store (product photos!)
Website
Newsletter
Pinterest
Instagram
Case Study: Brand Photography Style
In 2016 I started to learn how to knit and had been crocheting pieces for months. It was a fantastic therapeutic process, which let to my creating way more pieces than I'd ever be able to wear. So I created Ela Eh, as a creative outlet. This project allowed me to play with different styles and create a whole brand identity that was super minimalist (from logo to message to photography) and sell all pieces I would never use.
Because the brand was on the “minimal but creative” side, I was targeting an audience that was made of creative women in their 20's. And because the target was creative young women, I made sure the photos followed that same pattern: youthful, creative, minimal. These are still some of my favorite product photography to date.
Exploring Different Elements
Angle
I tend to take between 10 and 30 photos from one same subject, where about 10 shots have significantly different angles. My favorites tend to be the ones from a lower angle.
Light
I'm a natural light photographer. I have flash lights of different sizes, but nothing beats natural light for me. The amount and positioning of the light we let in can produce quite different photos, so it's worth playing with the light to achieve the right look.
Background
A great example of how backgrounds can impact a photo is having the same subject against a dark background, then a light background. If your brand is colorful and vibrant, then you have a world of possibilities -and you don't need just solid backgrounds, of course. I took these tulip photos years ago, but they still work as a great example for comparing lighting and background on a photo with one same subject.
Props
Once you add props to the mix, the sky's the limit! Like everything else, playing with different options then choosing pieces that are on brand and complement each other is a key piece.
DSLR or iPhoneography
It does not matter! Not for your website, your Instagram feed, your newsletter, and even your product's photos. If you want to be a stock photographer, then yes, get a DSLR. IF you want to practice photography seriously and maybe explore different styles, get a film camera. I have 3 DSLR and 1 film camera and they all product beautiful photo, each different from the next for their own settings and capabilities.
Yes, DSLR will give you more options in imagery and superior photo quality, as well as higher resolution. But are you planning to blow that image in a huge panel? Print the photos on large bags or shirts? If it's just for web use, use your iPhone. Beautiful photos are more about the composition (light, colors, angle, etc) than the tool you use.
The iPhone 11 has finally given me the photo quality I've been waiting for since the iPhone 7! Having an iPhone 11, in fact, gives you the ability of taking a photo and posting on your social media immediately -something you don't have with a regular camera.
VSCO is my favorite photo editing app; Afterlight 2 is great if you want to get super creative and work with double exposure. There are many great apps and the one best for you will truly depend on the style you decide to use and develop.
Practice, Practice, Practice
Like everything, to develop our own style, we must practice as much as we can. Stock photos are great, but this week alone I saw 3 of my stock photos being used on 2 different websites -so it kills your chance of using unique images. Even I use other photographers’ stock photos at times, but I do my best to use my own. I suggest you try and do the same. If you need photography tips, get in touch! I'm happy to do a quick brand audit, suggest a style that would fit your brand, then share some tips!
And if you're interested in knowing my personal photography journey, I just created a personal blog and will share the link to that post on Instagram this weekend!