Images are incredibly powerful and whilst the written word took over for a brief time after the explosion of the internet, a recent survey found that consumers are most likely to rely on images when surfing the net for goods or services today. With so many different types of corporate material out there, it’s important that your website, brochure and other photography stands out from the crowd. Which means stiff handshakes between suited men and smiling canteen staff are out! But what’s hot in terms of commercial imagery these days? Read on to find out.Headshots:Sometimes headshots of your staff can add a more personal touch to your business and make potential clients feel like they’re dealing with a real person.
However, if you choose boring traditional shots, they could end up looking like stock photos and will have the opposite effect.However, you can try using black and white tints, capturing an action shot of the subject or snapping them hard at work to give visitors more of an idea of their role. Or why not try incorporating some state of the art effects into your headshots. If your company uses or develops certain technology then try incorporating it into your photos too. For example an app design company could create an app about their staff, which could be downloaded from the site.
Team ShotsA team shot is another way to give your company a ‘family’ edge. Consumers often prefer to deal with smaller companies provided you look professional. Despite what the media may report, most of us still like to do business with people close by and meet face to face with suppliers if we can.If your company has a uniform then a group photo of everyone looking the same will suggest discipline and efficiency. Conversely, if you work in a creative field and your company is full of wacky dressers, then a group photo will demonstrate your company’sindividual flair.
For a fresh approach, try shooting your company image away from the office. You could drive out to the countryside, to the coast or even use a group photo from a corporate event as your team picture. You could even combine two events in one and get a professional to capture your staff embroiled in a team building exercise. Pictures of your CEO mid-way between sinking and floating on a handmade raft or your MD covered in paintballing pain can communicate a down-to-earth attitude that often appeals to clients, though it depends on the sector you’re in and the custom you’re trying to attract.
Avoiding the ClichésThere are so many clichés in corporate photography that often tell you little or nothing about the subjects in question. Instead of looking for a photographer who uses all the same tricks for every job, why not look for someone who’s willing to try something a little different? He or she would typically avoid the following:
- Deal making handshakes
- Shooting too much diversity in each image (if it’s not representative of your company)
- Smiling young women wearing headsets
- Smiling people in business suits looking at the camera whilst shaking hands
- Employees looking engrossed in conversation around conference tables
- Long lines of employee group shots
- High-fiving. It’s cheesy and a definite no-no!However, there are lots of different and exciting ways to approach corporate photography and ensure that the investment you make ends up really saying something about your business. Speak to a number of different photographers to ensure you choose the person who best understands your vision and brings the most originality and creativity to the table.Peter Austin knows a thing or two about corporate photography – he has been running his own commercial photography company in London for a number of years.