Why fantastic photography creates serious standout

Consider this: people retain only 10% of the information they read compared to 65% when the words are paired with an image.

It’s a startling statistic that brings home just how impactful photography can be for brand communication. But it’s not a one man band ‒ pair authentic, meaningful images with brilliant words and you have the opportunity to forge even deeper connections.

Plus, with the increasing use of AI-generated images, creating real, bespoke photography that genuinely captures your brand is now more important than ever. 

As with all marketing activity, it isn’t just a case of point and shoot. We’ve put together some key considerations when creating fantastic photos that will work hard for your brand.

• Know your brand inside out. Understanding your brand is crucial to creating impactful photos that look and feel ‘right’. Make sure all your photography sits comfortably with your brand style, from the tonal colours to the format. By creating visual harmony, you strengthen your brand, create consistency and fortify your connections with your audience.
• Understand your objectives. What do you want to achieve? Are you showcasing a new product line, refreshing your website or unveiling a revamped brand identity? Defining your purpose will ensure you conduct the right type of shoot and capture the right type of images.
• Be conscious of where your content is going. Knowing where your content will end up is key. If your purpose is to gain multiple new assets to use across your marketing collateral, your images need to be suitable for portrait and landscape use and be able to be optimised for a variety of digital channels.
• Create a moodboard. We love a good moodboard. It’s a great way to define your visual direction, and helps everyone understand the visual intentions of the photoshoot. You can use a variety of different tools to create a moodboard, including Canva, Pinterest and Milanote, or simply print images out and stick them on your wall – it’s just as effective!
• Create a ‘shot list’. Shoot days can be hectic, so you want them to run as smoothly as possible. That’s where shot lists come in. Simply put, they act as a shopping list of photos to be taken, including all the key information you need to ensure each photo hits the brief, from location and lighting to cast and camera angle.
• Location, location, location. There are two options when deciding where to conduct your photoshoot: on location or in the studio. You want your location to bring your photography to life rather than stifle it, so choose somewhere that fits the story you want to tell. When choosing between a studio or on location, it’s worth considering the impact of weather, lighting and, of course, cost. The general rule of thumb is that location tends to be more cost-effective than studio.
• Choose the right photographer for the job. You want someone who specialises in the shoot you’re conducting and understands the brand/product just as much as you do. Once these boxes are ticked, you’ve got yourself a winner!
• Any extras? There’s always so much to think about for a photoshoot. If you’re organising a lifestyle shoot, you’ll need to hire models either through an agency or your own casting call. If you’re using a drone, you need to get permission to use it on-site and hire someone who’s licensed. If it’s a food photography shoot, you may want a food stylist on-hand to get your food photo-ready. And with all shoots involving real people, having a stylist is always a good idea!         

Here at Halo, we organise everything you need for the perfect photoshoot. So, if you’re looking to create head-turning brand photography, get in touch and we can chat through your vision.