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Monthly Archives: March 2017

26 
Mar

Good architectural photography can make a difference – Architectural Photography Leicester

Architectural Photographer Leicester

To many people, taking photographs of buildings is easy. You just need a digital camera or smartphone.  After all, how difficult can it be?  Buildings stay obediently still and they do as they are told, no tantrums, they are what they are.  Just point and click – easy ehh!  I know this is not true, even professional photographers can sometimes get it wrong.  It takes a strong understanding of purpose, composition, context, lighting, perspective and patience to get a great shot of a building.

The first thing that needs to be understood is the purpose of the photograph.  Firstly, there seems to be two inherent styles or requirements for the photography of buildings: Architectural photography and Real Estate photography. They each have different needs because the imagery is used for different purposes. There are different opinions on the differences and what they actually are.  But my thoughts are:

Architectural Photography

Architectural Photography Leicester

Usually this is mainly about style and presenting the property in the most appealing manner.  Often used for marketing a venue, such as historic buildings.  These photographs often need to be iconic and provide a grand appearance.  A great deal of thought needs to be given to picking the best angles to draw a viewer’s eye into the image.  Attention to small details like glare, wall smudges, cords, and anything unattractive needs to be carefully considered.  The imagery produced is likely to be used for marketing purposes and needs to be eye catching.  Quite often large historic buildings benefit from being photographed form a high angle or an aerial view.

The real key to great architectural photography is great lighting.  Buildings look flat, dull and lifeless on overcast days.  Sunshine brings out the colour and texture in buildings and really brings them to life.  Often the best light can be achieved in the early morning or early evening when the sun is low in the sky and therefore more oblique than when it is right overhead at mid-day.  Of course, it’s not always possible to achieve such lighting as it also depends on which direction the building faces and if there are any tall buildings or trees surrounding it to cast big shadows.  If the building faces North it will never have the sun on it, or if it does, there me be just a few minutes at sunrise or sunset where the sun grazes over the front of the building.  Another great time to photograph buildings can be at night (providing the building is well-lit) as it can make for some really dramatic architectural photos.

Internal shots provide a different challenge.  Often because of restricted space, lighting or sometimes trying to get everything in shot if the room is large. Subtle changes in these factors can often make a huge difference to the effectiveness of a photograph.

Another side of architectural photography is the imagery around the design of a building.  This is often relevant to new and major buildings that need to display a lot of design aspects.  This may be done for the company who constructed the building, the architect or even the building owner.  Sometimes to expose and display the building to its best potential requires additional lighting.

Often modern architecture will need to focus on conceptual design.  Perhaps a large formwork, glass, steel, concrete and cladding where a contemporary building is being photographed.  We are used to impactful views of city skylines with “stand-out” designs. Sometimes showing these buildings in their best light requires real imagination to avoid a point and click look to the final images

Real Estate Photography

Real Estate Photography by Architectural Photography LeicesterWhereas Architectural photography is likely to be focused on quality and style, Real Estate photography is very much focused on value, speed or lifestyle. The aim being to “sell” the property to a specific target audience.  The seller is also going to focus on the cost per image. This means that a photographer is providing a very different product.  It also needs to be available quickly to enable a property to be put on the market and there will often be little time for optimisation of prints.  The exception to this will be high value properties, where price margins allow for high quality photography and the buyer is looking for many of the factors contained in architectural photography.

Internal photography is often a challenge to producing good, stylistic images.  It often needs to encompass photography in tight spaces to imagination to show-off a room to best effect.  Sometimes the “props” or furniture present a challenge.

Architectural Photography Leicester

Martin Neeves Photography has a lot of experience with both forms of building photography, but our real specialisation is in architectural photography as the images on the page show.  If you want to see more examples of my work follow this link to see examples of past projects displaying both old and new buildings.  There are further examples in my Aerial Photography portfolio.

Call me now on 07973 638591 or on 01455 271849 or CONTACT ME for an estimate or to discuss an architectural photography Leicester shoot.

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Published Date: 26th March 2017
Category: General


 

08 
Mar

How to beat the business competition with images?

By Martin Neeves – Commercial Photographer with an Edge

beat business competition images

All businesses want to get the edge over their competition and use of images can be one way to build that winning edge.  So how can you do that?  Well it is not simply a case of having better images than the competitor.  You have got to have the better image OF THE RIGHT TYPE than your competitors.  Obvious isn’t it!  If it so obvious why don’t businesses all have really great, stunning images?  The reasons are varied, but here are a few:

  1. The owner has photographs taken that they like.  Well pleasing the business owner is irrelevant, it is not you the business owner who has to be won over!
  2. I’ve been in the business 20 years and…. Well firstly, you might have been doing it wrong for 20 years.  Secondly, times change and what works with customers’ changes.  Thirdly, you might have been satisfying those customers who frequented your business, but what about expanding your target audience and appealing to a wider audience?
  3. I’ve got the best photographer on the block.  That is a bit like the playground argument “my dad’s bigger than your dad”.  If you just let the photographer get on with it you will have something similar to point 1 above, except it will be “the photographer has taken the photos he/she likes”.  Pick the wrong photographer and you could end up with some great arty images but they do not talk to your potential and current customers.

Okay smarty pants, so how do I do it?

  1. What are the competition doing?  Take an honest look at the competition, with someone or others who do not think like you. Preferably people who are customers or potential customers.  Are their images better or worse than yours, and state the reasons why.  Do they have some mages that make you jealous, envious or wishful?  Again why?
  2. Who are your target audience?  Firstly, work out who you have traditionally sold to and why?  Then work out who you would like to target and build a profile of who and what they are? Understand their lifestyle or business and how you add value to that.  What are their values?  What is important to them?
  3. What are the problems that you solve for your target audience?  Remember people only use your business because you solve problems they cannot sort out for themselves.  This might be about the quality you can bring, the unique skills you have, or something they need to be successful.
  4. Are you “cheap as chips” or a “quality business”?  What is it that draws people to you as opposed to someone who offers a very similar service to you?  If you are “cheap as chips” then you need to make more sales than the person who is selling on value.
  5. What are the main offerings and the up-sells?  What are the main products or services that get people through the door?  Therefore, what are the add-ons you offer that they do not come through the door for, but compliment your “door openers”. 
  6. What are the values and unique selling points of your business?  How do you like your business to be viewed, again back to “cheap as chips” or “quality” or “friendly” or “business-like”, or what?

So what has all this stuff got to do with photographs and images then?

Simple, if you are commissioning images then they MUST talk to your target audience.  If you only have images and photographs that satisfy you or your current customers, then you are in a rut and will be viewed as being “out of date”.  When you have the information above, you have the core content to brief your photographer.  He/she will then have a specification to work to that will more likely result in images that communicate with your customers present and future.  An important factor is that most of your competitors will not be as methodical as you and therefore you are much more likely to gain a serious edge with some great imagery.  You are more likely to end up with great picture and photographs that really communicate your brand and shout at your customers in their language.  They will help you build a relationship with your customers now and in the future.

Unless you are an outstanding photographer, make sure that you get the right professional photographer to work to the specification you have developed using the steps above.  That way you will get your image plan implemented with quality.

Do it the “usual way” or put another way “if you always do what you’ve always done then you’ll always get what you always got”.  Make a change and plan your photographs so that they become more effective.

If you want photography or videography that will ensure that your business stands out from the crowd, then call me now on 07973 638591 or CONTACT ME.

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Published Date: 8th March 2017
Category: General
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