| One of the most exciting opportunities presented through the medium of photography for catalogers is FOCUS... the ability to literally and figuratively focus attention on merchandise. In any catalog shot, the product should be the star!
Not the background, not the models, not the props and accessories, but the items being offered for sale. Everything else is there to sustain, support, explain or enhance.
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The lens of the camera should be regarded as the eye of the consumer. Once the creative team accepts this point of view, it becomes easier to interpret the products through the medium. Thinking about photographic depictions from the customer’s perspective is a way of ensuring that a “considerate” marketing presentation is being utilized. It involves knowing your customer’s likes and dislikes as well as you know your products,
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and striving to present the merchandise in a way that will be pleasing to the consumer.
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