SLICK LOGOS, PHOTOS AND BRANDING COLLATERAL “The quality of photos can be a BIG deal-breaker when gaining a story!”
While many of you may already know about the importance of imagery, I am frequently surprised by how many people do not. I often get approached by people working for companies, even large companies, who do not understand that amazing imagery is a top priority.
PROFESSIONAL PHOTOGRAPHY – This is a PR must-have. With magazines on tighter budgets nowadays, it is rare that a magazine will photograph a product in-house themselves. I always recommend that a professional photographer takes product shots, photos of the company founder, or any other images you are sending out to press. The Condé Nast Group of magazines, such as Vogue, Tatler, Condé Nast Traveller, The World of Interiors and House & Garden, will predominantly only use imagery that has been photographed in-house.
PRODUCT IMAGES
Beauty products, clothing, healthcare, interior furnishings and the like – for any company with PRODUCTS, cut-out images of the products are a PR MUST-HAVE. With cut-outs (images on a white or transparent background), the journalist can easily insert the products into the magazine. I find journalists like to use images of the product without packaging, but that is just my experience. For example, here the LLIO product, the LOVE YOURSELF Bath & Body Oil, has been styled and photographed in a number of different cut-out ways. The product has been photographed from the front, back, with the box, without the box and as the bottle only, placed down, standing up, as a group shot with other products, with ribbon, and without ribbon. Having such a variety of images on file will help establish a brand; you can get high-quality photography to a journalist fast! It’s surprising how many brands don’t have a clue about this, and how it will encourage a journalist to keep coming back for more. Photography is worth investing in, as well as press, and it’s on file to use for social media as well.
FOUNDER IMAGERY – PHOTOSHOOT ADVICE
When you book a professional photoshoot, think about what you want to emit. What context and environment would you like to create to represent you and your brand?
- If you are an interior designer, have the photographs taken within one of your projects.
- If you sell makeup and beauty products, use a boardroom table as a backdrop for a simple and effective setting.
- If you are a high-profile CEO, have your portrait taken in the best boardroom.
- If you have a fashion brand, take photographs in-store or photograph a rail of your clothing in a lovely hotel room.
- If you are a makeup artist, take photos of yourself applying makeup to a model.
Who do you want to appeal to? Who is your target audience? Do you want to appear down to earth? Then a simple white shirt and jeans is always a winner. Would you like to appeal to High Net Worth individuals? Then get on your best designer outfit and be pho- tographed in lavish surroundings. Another option is to go all out and do a creative and unusual photo shoot to gain maximum media attention.
PHOTOSHOOT ADVICE
- Relax – Photoshoots are a learning curve. I always suggest super charging and re- laxing the day/night before, so you look and feel comfortable in front of the cam- era. Take a long bath and unwind!
- Limit distractions – Schedule a photoshoot on a day you won’t be disturbed, if possible. Turn off your phone if you are able to. Focus on the photoshoot. If you start looking at your emails, then you will constantly be distracted or may be stressed about what you have waiting for you in your inbox.
- Organised – Be organised with outfit changes. Photoshoots can get chaotic, so organise what you are going to wear for each take the day ahead. Or, better still, plan for a stylist to choose outfits for you. Set the scene – if there is anything you can do ahead of time to be super organised, then do it. Do you have products to set up for the photoshoot? If yes, it’s always less chaotic prepping them in advance.
- Range – Use the photoshoot to get a range of images. For example, if it is of a per- son, ask the photographer to take face shots, upper body and full body shots.
- Wear an item of clothing you feel comfortable in – Don’t start wearing six-inch heels on the day of the shoot if you do not usually wear six-inch heels.
- Block colours – A block colour always looks best (bright colours and jewel colours look great) and stay away from patterns as it can be too disorientating for the cam- era. Black can look too bold and draining.
- Add character – A piece of jewellery, a hairclip, a pair of earrings, a hat or even a scarf – a simple piece can speak volumes and add style to any photo.
- A picture speaks volumes – What do you want the picture to say?
Luxury? Then get your best designer dress on.
Smart? A blazer and white shirt is always a classic look.
Casual? Take your smart jacket and pair with a nice T-shirt, a jumper or even a casual shirt.
- Makeup – You always need more makeup than you think for photoshoots – put double the amount of lipstick on as it will need that to show up in the image. But remember not to overdo it; you want to look like yourself!
- Spoil yourself – Feel your best! Get your glam squad over and have your hair, makeup and nails done! A good blow-dry goes a long way and, if, your hands are needed for the photograph, then a manicure is always best to avoid chipped nails in the images.
- Direction – Listen to the photographer and ask him for advice on what is working and what isn’t. He will advise you on how to move your hands, place your hair and so on for the best look.
- Sunshine – Shooting when it’s sunny is always the best but remember to aim for shade so you are not squinting at the camera.
- Be confident – It’s so important to practice your poses in front of a mirror. It may sound silly, but it does help!
- Lighting – Lighting is key to a photoshoot. Chat about the lighting with the pho- tographer ahead of time. Tell him about the room and location you will be pho- tographing in. If it is dark, do you need extra lighting? Natural light is always the best if possible.
- Location – I’ve looked after a few brands who like to use fabulous locations for photoshoots, which is wonderful. Just remember though, if you fly off to Paris for a photoshoot, will you realistically notice it’s Paris in the background, or would it be more practical and cheaper to shoot in London? Your favourite room or even chair, anywhere you feel most comfortable, can often be a better option than a fancy hotel or expensive location.
- Wires and other things – When you are doing a photoshoot, notice the details. Be fussy about hiding wires on the floor and making sure a dirty coffee mug is not in shot.