After years of practicing my craft, there are some aspects I tend to take for granted: Like how to read the light and how it impacts our perception and emotions.
Photographers are thought to master their gear, but they truly have to master the light. After all, photography means drawing with light.
When done correctly, the light in an image can convey a mood and trigger feelings in the viewer. The question is why would you want to evoke a feeling? Well, because when you resonate with a message (be it visual or not) you are more likely to be sold afterward.
The setup
These two images represent the very same subject: facial oil, lightly emulsified, in a glass container. The point of view is similar but the photos were taken under different light conditions. And as we can see this single difference results in rather distinct visual outcomes.
Image comparison
Now let's look intently at each picture. The first one with its soft light -where shadows and light are both subtle- and subdued colours gives a romanticised view of the subject matter. The second image in contrast with its intense hard light -casting strong shadows, crisp contour, and almost monochromatic rendering- gives the subject an edge and a modern look.
The viewer is likely to have a different reaction or feeling to each image even though they both represent the same subject matter and the only difference is the light condition.
Why use one approach more than another?
It’s not uncommon to see photographers adopt one particular lighting that becomes part of their photographic style.
For brands, it is important to craft a visual message aligned with their values and identity. The photographer, with their expert use of light can help brands reinforce their intended message: Do you want to emphasise the glamour and glow of using the skincare oil (first image) or do you want to appeal to the young, active, and modern-day woman (second image)?
As technology and tastes evolve, so do visual trends. One of the current trends is using hard light (2nd photo). And as we are all influenced to a certain degree by trends, the challenge for brands is to be inspired by them while remaining faithful to their own values and message.
In conclusion, the next time you create new visual content, you may ask yourself these questions: Does the visual content accurately represent your brand? Does it correspond to your target market? And in what proportion the current trends have influenced your content?
