Corporate photography can be broken into two basic elements; one used for ecommerce or catalogues, the second for high impact advertising. The former is focussed on someone in the process of buying, the latter is the marketing image creating interest in the product. If you like, the catalogue image is the factual statement, the advertising image is the storyteller.
The on line and catalogue marketing world usually wants an image without distraction that clearly shows the product. It has to be well focussed, well lit and show all the detail that the prospective purchaser wants to see. This is the image for someone who knows what they want, who is perhaps making a brand or model choice at a point of purchase. The image is simple, of the subject on a plain background, no distractions, it is a statement of what it is and that is it's sole purpose. Being an eye catching image, one likely to create casual interest is not its purpose. Most third party on line marketing channels such as Amazon have very specific requirements when it comes to this type of image that have to be followed or the image is rejected.
This is not the sort of image that is most likely to create a want with a casual browser. To do this the image needs to have the power to catch the attention of the casual browser, to create a want in their mind, to attract sufficient interest to make them look further at it, to create a need in their mind.
To achieve this the image needs to have some or all of the following qualities. It should be attractive and strong, making use of colour and light to produce the best effect possible. It should be relevant so shown in an environment that relates to the viewer. It should stimulate the viewer to look at it, see what it is and to make them ask the question whether they need it. Then it is doing it's job.
Images designed for catalogues or online sales sites do not make good marketing images; they should be detailed and precise renditions of the subject but simply presented. They represent the next stage in the process, the point where the consumer has decided to buy and is looking at where to buy from.
High impact advertising is designed to generate interest in the consumer who has to see a need for the item to be able to want to buy to move on to the next stage of making the purchase.
To create high impact images the composition must be relevant, capable of being related to the world in which the subject is used. Use of contrasting colours make the subject stand out and use of depth of field in focus to blur backgrounds make the item the clear subject of the image. Ideally the viewer should recognise the environment the item is in, relate to it and see the subject as the 'must have' product.
The catalogue photoshoot is the simplest product shoot to set up. There is little variation in the set design for a range of similar products, and relatively little time needs to be spent preparing the images for use. Usually a plain white background and a lighting set up designed to avoid distracting shadows is the standard approach. The only variation may be the different angles that the product needs to be photographed from.
The advertising photoshoot is different. It may be on location, it may require the building of sets in a studio and it may need involvement of third parties such as art directors, models, and lighting set up to add mood to the image. Some images are blends of two or more images, perhaps a dramatic background and the product so as to create the most impact or this may be the only way to place the product in a relevant background.
Advertising photography therefore takes more time, and can involve a much larger organisation in achieving the results needed.
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