Or another way to put it, how to compose an image.

Just like in marketing, or really, in anything, you need to understand the foundation of what you’re trying to do before you can do it successfully.

So what is this post NOT about?  This is NOT a guide on how to use the camera or to set your exposure (though we do have some posts on that too!).  This post is more about sharing our experience on how we think about composing an image.

I could elaborate on each point further and relate it to how that impacts the image itself.  Maybe I will do that some day!  But for now, here are some of the main things we do when working on composing and creating a good image, in camera.

  1. Intention

    • Always decide what the intent of any picture or set of pictures is before you start shooting
    • This works hand in hand with the next few  – without intention it is hard to decide how to change what you need to change with awareness, confidence, communication, and then take action

  2. Awareness

    • Once you’ve decided on the intent of the picture, become aware of everything around the scene, and what’s in the frame of your viewfinder
    • Look at the viewfinder as though it were the finished picture
    • With your awareness becoming conscious, use it to isolate and edit the image in camera to achieve your intention with maximum impact

  3. Confidence

    • When your intention is clear, and you’re aware of the things in the frame, now you can be confident in what you have to do to really make the shot great
      • Take up the space you need to do what needs to be done
      • Move things around to improve the shot
      • Move yourself around to be where it’s better

  4. Communication

    • With your confidence brimming, now you can tell people what you need to have happen to make the shot work
    • Communicate often (and of course, in as diplomatic a way as possible) so that it’s clear to people what needs to happen to do your important work

  5. Action

    • Put all the above into action to take a great shot:
      • Move things
      • Move yourself
      • Pick the right gear (lens, camera, light)
      • Adjust what needs to be adjusted
      • Tell people what they need to know
      • Direct who needs to be directed.

  6. Review

    • And go back to step 1 until you have the ideal shot (if it’s not great already)

Other tips

  • People before lighting
    • Focusing first on the lighting is a distraction from what’s most important: the people
    • If the people are in the right spot, and you know the look you want, then the lighting becomes easier
    • figure out what the people need to be doing, and then work out the light you need to get the look you want.
    • It’s a bit like physics problems: If you understand the underlying physics (the people, the scene, and the intent of the photograph), then the math (the equipment including the camera, the lighting, etc.) just naturally falls into place.
  • Check exposure and focus often
  • Use the rule of thirds grid on your camera
    • It’s not a rule, more a guideline, but in general it is helpful
  • Avoid cutting off feet or hands, unless it is very intentional
  • Not too much headspace