Addressing their needs, in a thoughtful and visually courteous manner. This consumer perspective is more a mind set than a technique, requiring discipline and self-training from the art director and the photographer. Considerate marketing adds a dimension to catalog photography beyond just showing products to their best advantage. It contributes the little touches that better explain an item; the use of a hand to “scale” a product for size; the decision to show something in the background that makes an item more relatable or perhaps more “humanized.” Consumer considerate photography means depictions that are clear, |
understandable, pleasing, use-illustrated and believable. In short, it means catalog photography that is thoughtfully presented. This kind of product focus should be planned for up-front, from design concept and layout. Notations regarding specific depictions can be made on the layouts in the form of explanations for the photographer and stylist. A “layout qualification” meeting should be held prior to shooting, and would include the art director, stylist, photographer and photographer’s assistant. The purpose of this meeting is to go over each spread in order to communicate the desired effects of the photography. It is a planning meeting for
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the entire catalog shoot, and will help to avoid any surprises on the set (like the need for specific props, or the degree of complication of a required set.) The checkpoint for ensuring that the photograph of a given product will meet the consumer- considerate marketing objective is the viewing of the set from behind the camera. At this stage, the art director should make the final decisions regarding the photo graphic interpretation of the merchandise. A Polaroid shot of the on-camera set will reassure both the photographer and the art director that the lighting technique highlights the item and defines detail.
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