Trending and its pitfalls
In advertising photography, trends come and go, and there are some trends that hang around longer than they should. Then there is advertising photography that communicates clearly, stirs emotion and interest through its considered construction. Quality commercial photography that seems kind of timeless.
Having been at this capper for a while, I have seen lots of things that blow up and become ubiquitous overnight and then disappear. Being on the cutting edge of a trend is great while that edge is fresh, but how much of this work is primarily in service of the fashion of the moment rather than in service to the work itself? Following trends can be costly. Shoehorning certain subjects to fit a trend can diminish the overall quality of the images and the messaging. On top of that, it'll be out of vogue in no time.
In a market where everyone is looking at each other for their ideas and lots of advertising is thematically similar, much of the potential impact is neutralised. We live in a time where we are literally saturated with imagery. It's a rapidly revolving door of content and trends. It’s easy to lose your confidence in making solid choices, and if you end up fixated on external inputs, you can end up second-guessing yourself.
The last thing you want to do is add to a sea of interchangeable, vapid images. Regardless of what other businesses in the sector are doing, aiming to make the strongest photographs possible is a safe strategy. Start by being in response to what is in front of you rather than in reaction to what others are doing. This should slow you down long enough to see what opportunities the subject presents. If you create an impactful, well-crafted and communicative photo, you win. A photo that won’t be dated in 6 months can potentially continue communicating about your brand for years. If people get a bit of exposure to said photograph in connection with your business, it becomes a part of your branding.
I find it troubling when trends obstruct my capacity to make the strongest use of light and composition. A prime example of this is shooting food “flat lay”, straight down from above. Flat-lay definitely has a place, and makes for some beautifully graphic layouts of plates and the props, but it totally interferes with how the food can be represented. It eliminates any sense of depth and dimension to the composition. Highlights in the moisture on food are fundamental to mouthwatering food photography, and flat-lay can only be side-lit. This makes building highlights really difficult and robs us of one of the key ways to build magic in the finished work.
Obviously, different subject matter needs individual attention, which is why I think making the strongest image from what is presented should always be the priority. Yes, I know, but you're a photographer, of course, your opinion is weighted in preference to the photograph over the design. But there needs to be a balance to remain in service to both photography and design. Getting that balance right will go a long way to creating a powerful marketing campaign.
I have clients who have been able to use my work over many years because it was made in response rather than in reaction and is largely “trend neutral”. It’s along the lines of a classic business suit; there is a good chance that if you bought a tailored suit this week, it would still be very acceptable attire in ten years' time. This could sound like a conservative approach, and if the work is boring, then yes, it would be. If the work carries all of the right elements for your intended audience, then this work should resonate. It'll be of use for a number of applications over a decent period of time.
I feel that strong commercial photography should be the goal. Purpose-built advertising photography with great storytelling and all of the right attributes should get results now, and it should get results for years to come. That being said, if a photo is only intended for a short, fashionable life, then by all means, prioritise the fashion, but consider the financial investment in the photograph.
A one-off photograph is expensive by comparison to a versatile image that gets used a dozen times over five years for a number of applications. The “per-use” cost is significantly reduced over its useful life, and moderate repetition of using the photograph makes it a distinct branding asset for your business.