Three Photography Tips for Marketing Material

There are so many ways to market your business. Some are fairly simple while others take time to learn the craft. One main way to advertise is through visuals, more specifically photography. Within the visual world, it might seem simple enough to point your phone at something and quickly snap a picture. Sure, it can work for things but there are some key elements you want to look at to elevate your photos. Here are some things to think about before taking pictures:


Lighting is one of the most important parts of piecing together a great picture. It allows you to see the subject clearly and also dictates the tone and mood of the picture. For example, if you are taking corporate headshots of someone outside with a clear sky in the middle of the day, you typically don’t want them to stand in the direct sunlight. This will cause harsh shadows, making the light uneven on their face. Instead, you can bring them into the shade, such as a shaded tree. This will allow the light to fall evenly on their face to get a clear view of the subject.

As mentioned earlier, lighting can also dictate the tone and mood of a photo. If you want a dramatic shot, you can use direct light that will create harsh shadows, creating contrast. Want something more uplifting? Use natural light in the shade or a bright room indoors to lighten and brighten up the picture. Images using high contrast, harsh shadows and low light could portray intensity or mystery while the soft morning light, glowing through the kitchen to glow could make you feel at peace.


Another important element of the photo is the subject. Without a subject, especially when marketing something to sell, there is no reason for the photo. Simply put, the subject needs to communicate with the consumer. If you’re selling products, this is fairly simple to choose the subject. On the other hand, if you are selling a service, it can be a little trickier to choose a subject to communicate what you’re selling. You want to show off the service through action or choose something that relates to your service. With a clear subject, you have a clear message.

One thing you want to be mindful of is to make sure the subject does not blend in with the background. You want the subject to stand out and be clear, not be hidden and hard to see. It’s important to pay attention to color schemes and how you place the subject. With the shampoo example below, we know what the product is because it is in focus and stands out from the background. The person who offers writing is showcasing her skill by having the subject type on the computer.


The last, but not the least important element, is composition. This is how you set up your image and frame your subject. When talking about the photos above, you want the subject to stand out. The consumer should be drawn to the subject right away. Think about movie frames. The cinematographer naturally draws you to look at the subject in the frame. A great way to compose an image is to go by the rule of thirds. Start off by dividing the screen in thirds, horizontally and vertically. You then want to place your subject on the lines of the grid, placing focal points at the intersections.

Another thing to keep in mind when composing your image is the background. You want to make sure the background is not taking away from the subject. Examine the background for anything out of place or unnatural, this could be a bright “EXIT” sign glowing in the back, trash cans beside a building, or dust/dirt in a product shot. You can remove those disruptions, move your subject, or angle the picture differently so it is a clean background. the background can also help bring your eye to the subject. As with the picture below, the road in the background brings your eye to the dog, always bringing your attention back to the subject.

Even if photography is not the most important thing in your content, it is still valuable to know these three elements to help enhance your photos. It is fun to play around with the lighting and composition as changes can sometimes create a whole different story you are telling! Next time you are taking pictures, acknowledge the lighting, make sure your subject is known and be mindful of how you set the image.

Follow us on social media!