Backgrounds and backdrops need to be carefully thought out and chosen. Color and texture should be used considerately and psychologically. Props and accessories need to be logically planned and strategically placed. The products must be well composed within the frame of the designated space allocation. Lighting should be dramatic, defining and well placed. These are all creative and artistic judgment calls that are imperative in accomplishing effective catalog photography, but they should be directed by common sense and by sound marketing principles. Given its proper respect and creative guidance,
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in order to stop action and movement. They are single lens reflex cameras (or SLR’s) and utilize either 35MM film or 2¼”x2¼” film. Stop action capability allows the fashion models to move and sway, to turn and change pose, which can show the garments being worn to a better advantage. Shooting 35MM or 2Y4” film also gives the opportunity to expose more film, so that the art director has from one to three rolls of 36 exposures each from which to select the shot for reproduction. There is more grain inherent in these films than in the large format films, and an oversized enlargement will tend to show that grain in reproduction.
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In Chapter Four we cover the basics of lighting techniques for catalog photography. It is necessary for designers and art directors to have some knowledge of what can be done with lighting, so that their concepts as presented to the photographer are realistic and attainable. Recognizing the contribution of photography to catalog marketing is one step toward achieving the finest display for merchandise. Better display translates to more dollar sales and to more efficient shooting schedules.
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