Commercial Photography – Rules and knowing when to bend them.

Every business has rules and they serve great purpose, in promoting predictability – which in turn fosters security, reliability – so rules are productive. In some businesses, rules need not be so steadfast, say for example, in commercial photography. Sure, there’s the standard set of rules to adhere to i.e. for websites – photos need to be sharp, in focus and have an interesting composition – but even then there’s room for rule-breaking and some rule-making. It all depends on what you’re trying to achieve and how best to portray your client and their business in the best light possible.

Golden rule no. 1 –

Build a profile on your client and what it is their business is about.

No. 2 –

Find the right angle that will best sell them and their business online.

Example –

Client: Yoga Instructor.

Product: Yoga Classes.

Business Locations: Studio, Oldcastle, Co. Meath/Home residence, White Lake, Oldcastle, Co. Meath.

Benefits of product/yoga classes: Promotes balance (mental & physical), harmony in the body, calmness/stillness, relieves stress, grounding etc.

Ideal location for shoot: Home residence by the lake.

Reason: The location reflects the benefits of what the product promotes – stillness (in the water), blue skies, soft white clouds, green grass (calm colours) – nature (grounding).

The rule bend – using ‘Warrior’ pose in the composition. On a couple of levels this can be seen as a conflicting move given the product (yoga) is meant to promote harmony and not combat. Contrast in images are important, (backdrop soft/subject angular) – however, not at the cost of client and product. But before you change stance (pun intended) on the photo, research more on the product. The pose. And you learn that the ‘Warrior’ represents the yoga student who battles bravely against the universal enemy called self-ignorance (avidya). And so it becomes the right picture for both client and product because its real value is finding that sense of inner-peace.