The Impact of Color and Lighting on Brand Photography


Promoting a brand takes a lot of careful consideration. One aspect you simply can’t afford to overlook is brand photography. Images that appear on the website or various social media accounts need to live up to a high standard if they are going to impress. In fact, high-quality photos are key in making those critical first impressions and successfully conveying your company’s message through imagery. To help, here is a brief look at the essential elements of brand photography you should be considering.

First things first, you need to have your logo, colors, and other brand identity elements settled. That way, photos can be complementarily staged and edited. What’s more, a consistent brand style makes it easier for customers to remember you and your products. Weigh these aspects when snapping photos or digitally creating images to use for your site.

Brand colors, specifically, can be very constructive since they have a psychological effect on people. Consumers use them to form opinions and visualize your brand, even if they’re doing so unconsciously. Certain combinations can have a major influence on user experience for visitors to your online store, even impacting sales.

The type of coloring should also be well-defined as a part of staging. When looking through the potential shots, consider whether you want the image to be warm or cool, bright or dark, and so on. The type of coloring chosen can make a world of difference. For instance, a professional portrait could achieve the wow factor when presented in black and white, as the heightened contrast creates an emotionally intense and sophisticated final work.

Along the same lines is lighting. The type of lighting you opt for matters more than you might think in terms of the customer’s impression of the image and the brand. That’s why many brands employ professional photography services to capture their look in the best light possible. Balancing certain factors, such as contrast, is essential in effectively crafting the desired message you want to relay to the target audience.

Last, but not least, an important component of positively portraying brand identity through online imagery to keep in mind is digital quality. Low-resolution images or ones unable to load due to size give off an unprofessional impression. If working solo, be sure to invest in modern photography editing software to ensure the image you are going to upload is appropriately trimmed, the subject fills the space well, and the final image is crisp and clear.

Looking for further information on the impact of color and lighting in brand photography? Check out the accompanying resource from Jonathan Young Photography to learn more!

Infographic provided by Jonathan Young Photography, a Los Angeles lifestyle photographer

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