Considering the photograph as just the fact of looking and pressing the shutter is to forget that the images have more information than at first sight. Working on the image before taking the camera and thinking about the result we want to see is really a challenge which is a constant an exercise.

It is very interesting to be able to create through photography, gathering elements that help us convey a specific message instead of hunting a random scene to capture it and then portray it. It is really an inverse procedure, and being able to train us in it helps us to communicate what we want with greater clarity and accuracy. Choosing a concept as a base is a good start to practice this type of photography.

The concept helps us to define the message that we want to transmit, the same concept gives to produce many messages. In the particular case of this post, in the photos @enderar was my model, Computer Engineer, Founder of ViniloBits and ViniloBlog, he is also passionate about music and almost a musicologist. This description served to reveal his essence as a professional in his work area and his brand objectives.

Photography has a value that helps brands increase their image resources to captivate the interest of their potential customers or consumers, it means, it is convenient to go in the market with the best possible image quality. If we offer a good service or product, your image should be good as minimum quality, or excellent. The decision that a person has to buy and acquire the product is often in the photograph, and the quality of this is decisive.

Which photographs are the most appropriate? It depends on the marketing objective. The image can be created in different ways, and it is vital to know how we want our audience to perceive the message of that capture to define it. Our audience can be children, young people, adults with a limited culture or simply a more universal message. It is possible that a blurred or out of focus image better meets the objectives of our marketing strategy than a neat and well-focused image. The most appropriate photograph will be one that faithfully reveals what we want to communicate.

Another important aspect for the creation of this type of photographs is the emotional part. These should show the elements that highlight some emotion and closeness for our audience, for example: It would be incongruous to show sad faces if we want to communicate a concept of happiness.

Like any artistic process, we have to remember the use of creativity. In our case, we will reflect it in the composition, taking into consideration the interest objectives of what we are going to photograph and how we will arrange it in the image. Obviously, like all creative work, it is allowed to play with allusive elements that describe what we want to highlight, of course, without losing the focus of the marketing objective or the photographic technique as such: lighting, texture, colors, camera values, etc.

Finally, we must ask ourselves: does it work or does it not work? With the result in front of us it is necessary to evaluate if we fulfill the objectives proposed, we have to remember asking ourselves this question. In the images shown in this post I made the attempt to do the exercise to create these photos. What do images transmit you ?

Performing this procedure was for me an excellent way to study the creation of this type of photographs, and also it helps me to improve as a photographer and visual communicator.

A Canon EOS 700D reflex camera was used to make the photographs shown in this post. It is a pleasure that your reading has come this far.
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