So many brands. Countless products whirl around the customer, shouting their brand names at the top of their lungs. The marketplace is like a party, where the customer gets introduced to so many people he can’t, in the end, remember a single name. It all becomes a big blur. This is how you get your brand out of that blur zone…
We get bombarded with pictures of countless products every day.Even the most beautiful ones start to blend into each other until they all look the same. One product photograph is just like the other, no matter if it’s laid flat or on a posing model. Even if the products are vastly different, for people they will blur one into the other.
Every great love starts with a great story…Nicholas Sparks
The Humane Image
The problem is that product photography doesn’t account for people. It doesn’t talk to them. It has no connection to art. It just states the existence of a product. It has no soul, and this is why it’s not being remembered.
Product photography is inhumane. But what would be the opposite? What would be humane?
If it talks to people and gives them something on a human level, then it’s humane. It establishes a conversation.
A humane picture is a work of art. It gives beauty, it shows an idea, and it transmits something of an unchanging value. It has to be a work of art.
There is no contradiction having a picture be a work of art and serving a purpose as well. The Renaissance was a very practical era.
Most pictures in the great era of the Renaissance connected art and commerce for mutual benefit.
They were either made for the church to promote the church, or they were made for the powerful, to show the people who’s got the say.
Art and Commerce
The painters made their income from working for the church and the powerful. And they created a bloom of culture and art that is one of the most fruitful in human history. For hundreds of years ever since their works have moved, impressed, inspired people. And at their time, they offered a very practical advantage to the painter’s clients.
Idealism is not wasted, it talks to people on a personal level and gets their emotions and love. Which is why they will be remembered.
If you move people, you move product.
If the pictures your brand uses are works of art, you are not only touching people on a personal level. You are also radiating the warmth of the metaphysical, which concerns the key questions of life.
Without the metaphysical, our soul dies. And if our soul dies, we die. We need the higher values just as we need oxygen and light to grow and prosper.
Tell your story, but don’t forget that your brand is just a small part of a larger universe. Refer to that universe. It won’t make your brand look smaller, on the contrary: practical modesty will make your brand look human. Nobody likes a cold corporation.
Give your company a human face to show your product in works of art. If you move people, you also move product.
A story should have a beginning, a middle and an end, but not necessarily in that order.Jean-Luc Godard
A world of legends
Art is deeply personal. Give them a glimpse of the human soul in pictures that are not just about your products, and they will come looking for you. Because it’s not business for your customers, it’s personal.
If your fashion photography is a work of art, you will tell a story that not only will be remembered, but sought out. Because we all are searching for such artful stories. Let them find you.