Design by Price Style and Design

Design mock-ups present something of a challenge to creatives working in the fields of architecture and interior design. It’s not always practical—or within budgetary considerations—to create a three-dimensional model for every project an architect or designer undertakes. Apart from often being expensive, models are frequently burdensome to transport, especially on site. And sometimes models just don’t do the job for customers who need a little more meat to visualize an end product. By the same token, interior designers might present raw source materials such as swatches of fabric and carpet and samples of tiles, but this might not effectively persuade clients that they have a firm grasp of the concept behind the design.

Translating three-dimensional design work into the constraints of a single dimension equally poses a challenge to those who take space as their raw material. More often than not, such work looses some of its luster when presented within the bounds of a flat surface. But this doesn’t have to be the case. Whether you are working with new design proposals, or showcasing past projects you’ve completed, new technologies, coupled with top-notch, professional photography will bring your work to life.  

Most clients will be able to grasp a design concept best through photography. But casual snapshots don’t cut it. Not only will amateur snapshots relay a message of unprofessionalism to your clients, they will also be detrimental to the design work itself. One of the interior designers I’ve worked with regularly brought me in to photograph the work he had recently done on a commercial space. The business owner (his client) had another photographer photograph the interiors to be used for their brochure and website. When the interior designer saw the poor quality of the photos taken he declined to include them in his portfolio, yet he really wanted to be able to showcase this project on his website portfolio. His discerning eye could tell where the lighting was off and where shadows were cast on details that he wanted to highlight. The colors were faded and didn’t accurately convey the color palette he had chosen to use within the interiors. Moral of the story? It’s well worth the investment to scout out an experienced photographer who is willing to really collaborate with you to achieve stellar images of your work to showcase in your portfolio.

Equally important is the manner in which the lens captures the three-dimensionality of the design and the ways in which they render spaces that are meant to be lived in.  A good photographer can achieve this with lighting and composition; both are essential factors when presenting your design work in a photographic image. New technologies, such as advanced 3-D graphics and rendering solutions, can render tangible spaces that have multiple layers of dimensionality in a flat image. Similarly, 360-degree photographic views of interiors and virtual reality approaches to design can have equal impact. Often, a combination of stellar photography, mingled with a few advanced 3-D rendering solutions, is what will best impress today’s client.

Want to get that “WOW!” factor?

So, you’ve found a photographer who is eager to really collaborate with you. What are some of the options you have for showcasing your work through photography? As a rule of thumb, Before-and-After shots are a fantastic way to show prospective clients the high caliber of your work. You might be eager to show clients the end product, but comparative shots that tell the story of how you worked your magic are a highly effective way to let your client know what you’re capable of doing. Be sure your Before-and-After photographs are shot from the same angle so that the differences are immediately discernable. Take this Before-and-After of a recent kitchen remodeled by one of the interior designers with whom I work. It’s hard to believe it’s the same space! The photographs really do pack a punch in telling the story of the space’s transformation.

Before -- Design by Price Style and Design

After--Design by Price Style and Design

Another consideration, when shooting and selecting photographs of your design work for your portfolio, is the number of images to include. You want to show the breadth of your work, but you also don’t want to overwhelm clients. My advice? By all means be selective! Show only the very best of your work that you’ve created for high-profile clients. If using a physical format, show 20 different photographs that showcase the type of work for which you are being considered. If you submit your portfolio digitally, shoot for 30 photographs. It’s also a good idea to add narrative context to your photos. What was the problem you were asked to solve and how does your design solve the problem for example? Testimonials can equally bolster the images. It’s a way of garnering trust and investing meaning in the work that you do.

In a nutshell: your portfolio should tell a cohesive narrative about the kind of work you deliver. A combination of stellar photography, advanced visualization technologies, testimonials, and project anecdotes will help you do just that.

Need help with great photography that can showcase your design work? Check out our portfolio of interior design and architecture photography at www.macdonaldphoto.com.

What makes a photo go viral?

Want Massive Exposure? Go Viral!

We’ve all seen photos that have gone viral. Among my favorites are the ones of the painted sidewalks that are three dimensional- so detailed they look real, don’t they? Amazing, right? Or the magnificent nature shots of locations that most of us have never been to before.

What makes these photos go viral? It always involves evoking a feeling. The feeling can be surprise, awe, beauty, humor, tenderness, compassion, shock, or empathy. To increase the chances of your photo going viral think about what emotion you want to evoke but also consider the quality of the photo.

Here are some tips to help your photo become potential viral content:

Know Your Audience

Consider who your audience is for your photo. Think about whether this is a photo taken for fun or whether it is more serious and more appropriate to be shared with business colleagues rather than friends. What will they appreciate and want to pass along to friends and colleagues?  Knowing your audience will help you decide where you will share your images.

Subject Matter

Is it a humorous photo of an animal or person doing something unusual, or a funny sign that has more than one meaning? Or is it something so magnificently beautiful people can’t wait to share it? Think: why is this photo different from others we have seen before?

A few types of photos that often go viral:

• Timelines-Then and now shots.

• Locations-Show people a new perspective on a recognizable landscape. Google the location and look at existing images, then do the opposite.

• Cuteness-No one can resist a puppy or a baby doing something humorous or charming.

• Danger/Fear-Freak people out and add some adrenaline to their day.

• Controversy-Stir things up but be careful and again, know your audience.

• Historic-A reminder of something forgotten or newly discovered about the past.

Quality of Your Photo

Think about how you compose the photo. Is the composition compelling, sharp, has depth and contrast or is soft focus with muted tones? Whatever you decide, make sure the quality and resolution are the best it can be as it will become a reflection of you and the work you do.

Consider image orientation; portrait images have a higher probability of going viral than squared images which are more likely to be viral than landscapes. Then again Instagram is a square orientation so consider the channel and where you will distribute the image.  

Pay attention to color.  A study published on PLOS One established a link between a photograph's main colors and its shareability.  After analyzing 1 million images on Pinterest, they found that pictures composed mainly of the colors red, purple, and pink were more likely to be repinned, or shared. Blue, green, black, and yellow, meanwhile, suppressed diffusion.

Photo Tips

• Add the color red to your photos. Red is a “stop” color and humans naturally pause for this color. Consider using it as you get started in creating images you want to get noticed.

• Make at least some of the photos personal such as what you are drinking. Surprisingly  photos of tea cups are the most shared photos. I know - strange but true.

• Geotagging your photos - especially on Instagram - when you are at a popular event increases the likelihood of the image getting shared and viewed by fellow attendees.

• Textures are appealing so add that element to some of your shots.

Don’t Forget a Caption and Credit Line

Do you have a caption or title that elucidates the viewer, or is the photo totally self-explanatory? A photo should tell a story in and of itself, but adding a short caption can often enhance your photo. How many photos of sunsets and beaches have you seen that without a caption never would have garnered your attention? Sometimes the caption can make the photo more meaningful to the viewer.  Remember to add a credit line with you as the photographer so it helps you expand your visibility and build your reputation.

Do Search Engine Optimization on Your Visual Content

Remember to add the photo to your own website in your portfolio or your blog and  be sure to optimize your image for search via SEO so that it is easy to find and recognizes you as the author/creator of the content.

Where Will You Post It?

Think about what social media channels you will use to build momentum. Then track it.

There is huge marketing value in getting your images to go viral especially if it happens more than once. You can even use the fact that they did to market the value and appeal of your work to your clients or potential clients. If the images you create have your client’s product or services in the image the boost for them will be great exposure as well.

These are just a few suggestions on how a photo can go viral. But, you don’t have to figure all of this out on your own,  reach out and we can work together to get your site and photos on everyone’s mind.