Ever wondered how top photographers create such great images? 

Here are 5 essential elements of effective commercial photography.

5 Elements to Create Great Commercial Photography

There’s more to great commercial photography than point-and-shoot, as you’ve probably discovered the hard way when trying to capture a critical moment, object or setting.

That’s why top photographers spend years learning and honing their craft. They can then use their knowledge of lighting, composition and sophisticated digital technique to offer clients arresting images which bring their architecture, industry or products to life – and, of course, win new customers.

So, how does it all come together?

1. The critical rule of thirds

All good images begin with clever composition and beautiful framing. Photographers use the ‘rule of thirds’ to compose balanced, compelling pictures.

This involves breaking your subject down into thirds as you frame the shot, by ruling imaginary lines both horizontally and vertically. This also divides your frame into nine equal sections.

Then you place your subject matter – people, products or buildings – along the lines and close to the intersections. This can be applied to any and every situation, producing pleasing symmetry.

2. Smart composition

While basic rules are important, commercial photographers can break them to great effect. This works more effectively, however, if you have a strong grasp of technique first.

Architectural landscapes and industrial settings offer many opportunities to exploit artful and unexpected framing. The architectural photographer can set people or objects within the symmetry of spiral staircases, open windows or angular building shapes, for instance.

Unusual perspectives and techniques are also employed by leading photographers to create truly compelling images using depth of field, which separates subjects from foreground and background.

3. Lighting it right in commercial photography

The best pictures all feature attractive lighting. While some of this is captured during the shoot, photographers can also use the latest digital software techniques to perfect the image back in the lab.

Clever use of exposure, flash and silhouettes can elevate images captured in cloudy conditions or dark corridors, illuminating them in subtle or dramatic ways.

Commercial photographers also pay close attention to colour, using specific colour themes and palettes to highlight clients’ merchandise, factories and workspaces.

4. Telling a story

At the end of the day, photographers tell stories – and this applies to industrial and architectural photography as much as it does to home and holiday snaps.

Nailing the emotion is a part of this. Businesses of every size want their customers to feel as if they are a real part of their story.

This is where commercial photography mines the human aspect of your company, capturing powerful images which reflect hard work, engaged staff and innovative products – as well as the sheer drama and excitement of your business journey.

5. Building the image

Architectural photography places specific demands on those capturing pictures of buildings, structural groups and the wider built landscape. Photographers in this sector use a variety of techniques to produce awe-inspiring images.

• Centring: Using the structure as the central focal point, strong architectural images can be created – without being perfectly symmetrical.

• One point perspective: Compelling images can be taken by focusing on a ‘vanishing point’ on the horizon, where parallel lines converge.

• Switch horizon line: Placing the horizon line towards the bottom of the image opens the architecture to the sky, minimising the landscape. The opposite is also true.

• Less is more: Some photographers try to capture too much, cluttering their images and losing focus. Close-ups of striking characteristics can be more effective.

• Correct verticals: Converging vertical lines on the sides of buildings are often straightened using 3D software or photoshopping, to give a more accurate look.

Think your business would benefit from some expert help? Talk to us about how we can bring your products or services to life with professional commercial photography.