How to give correct brief to the photographer

In creative work such as photography, design, and advertising, 60-70% of the good result depends on a good brief. If a client knows how to give a good brief and what exactly he wants – wonderful. The ability to assign a task and give references to a photographer and further to give the ability to create – priceless. So, here are a few ideas about giving the right brief and get awesome photographs for your brand.

To achieve the photography which works, you need to create a perfect brief. Tell about your brand in detail, the mood you want to create, describe brand personality and values. What is the purpose of this photoshoot? Where are you going to use these pictures? Is it online media, print or outdoor? When you are giving the brief to photographers, please be sure that they understand it.

What you need to focus on, while creating a brief?

  1. Brand personality has a lot of advantages in communication. Once you have defined the brand personality, then it determines the language, rhythm, humor, design, image treatment etc. Describe this through a brand personality to a photographer.
  2. It’s important to be consistent across all communication channels. And, to be consistent for a long period of time is, even more, important. It refers to sharing the same values in the same language for a long period of time. If you already photographed something for your brand, share the samples with your photographer. And, try to follow the similar style.
  3. Show respect to your customer. When you are hiring professionals to make great-looking images, you in a way show respect to your buyer. Choose a photographer who delivers a result. It’s better to wait for an able specialist rather than rushing and ending up wasting money for pictures which can’t sell.
  4. Be different – in a highly competitive market, you need to stand out. Good brand photography will advertise better than anything else. You will use it in an advertisement, social media packaging etc. Analyze the market first before hiring a photographer. Otherwise, customers mistakenly may associate your photographs with some other brand.

Give freedom to the photographer
When you brief your photographer, have a brainstorming session with him on ideas, execution, and discussing references. Be certain that both of you understand each other. Then give the photographer a freedom to create. If you want to get really good photos, videos or design, freedom of creation is crucial.

 

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Hope now you will get better photographs from professional photographers you hire. If you like to know more about how branding and photography can help your business, join the tribe and get all good information before it appears in social media.

 

 

How to photograph pictures which sell for you?

It’s a valid question, isn’t it? It’s actually quite easy, all you need is a creative idea, a decent lighting, and an ability to capture the image. Well, I would also add the understanding – why you need this image! Yes, it’s important. How many times you were just clicking some pictures for the sake of clicking, or passing something really interesting, and didn’t even remember about a camera in your bag? When we find out why are we going to photograph something, the idea, creative approach, and execution details come along. The keys for good photos are WHY, WHAT and WHO (the viewer).

Let’s say you want to promote the new cakes from your online shop. That means a customer will not be able to taste them, smell them, or touch them, they will only see the pictures, and read the description on the shop page.

Answer the question, WHAT are we going to shoot.  Something sweet, delicious dessert, cake! (You can start with a long description, which itself will push some creative ideas.)
All right, so let’s see WHY we need these photographs? To attract the customers and make sure they buy it. 
Then, WHO the customers are? If we know who is going to buy the cake, we are going to address these people first. (Describe them in details.)

So, how to photograph pictures which sell for you?

Option one — the object on a white background. (Any cake for any customers).
We can photograph the cake on a white background, and focus on the image, and nothing extra. For those who want to buy any cake, it may work. But why they need this cake, not any other?

Option two — photograph with the Mood.
Photograph the cake in an interior with beautiful props, create the mood with a natural light from the window, add a cup of tea, a vintage postcard. Well, that’s a little better. The mood is an important detail which adds value. Customer starts to associate with the idea and decides to buy the product.

Option three — here’s a close up of the detail.
If your cake is decorated with some beautiful flowers, you may showcase this element, and add some attractive text nearby. Well, it may work for some products, but not for all. And, it’s good to have a design in mind before the photo shoot starts.

Option four — Somebody eating the cake.
The big cake is in the background. The piece of it is on the plate, the spoon is nearby, the tea is served. (Invisible human factor). Sometimes, it may work as a very engaging photo. This option can be used for a more sophisticated audience.

Option five — Models eating.
A boy and a girl are eating the cake, they are enjoying and their faces are all smeared with cream, they are laughing. This time, we show the happiness, and if we sell for the birthday parties, it may work amazingly well.

Option six — Bon appetite!
The girl model proposes us a cake, camera focus is on the cake. The eye contact with another human may push people to make a decision to buy. It may help to sell the cake for an anniversary or so.

I can continue with the options, but I guess the thinking process has been described more or less.

Just to add even more clarity, here is the checklist:

  • Why do we need these pictures?
  • Who do we want to sell this product?
  • What idea does this product represent?

After you answer these questions, create an idea, which will promote itself with the light, props, models, and equipment.

More Pictures in my Shutterstock Set ‘Cake Photography’ here