Projection of brand - the power of photography
Brand design covers logo, identity system, visual extension and etc.; however, people used to underestimated the importance of brand photography, which is a key elements to deliver the comprehensive image of the brand.
Logo design and slogan are the sophisticated simplified results extracted from concept. Therefore, a nicely executed photography can provide atmosphere and feelings that a logo may not be able to convey.
Case Study 01
Photos are the best way to build connection between the brand and consumers quickly. The tone of photography differs from the tones of brands. For instance, Cola Wang (up left), a Japanese learning platform, is specialized in easy-to-understand teaching method. And oh care(up right) is a hygiene product brand for family use. Their photography are both reinforcing a friendly personality. Meanwhile, 2h fitness is more fashionable, active and modern, as you can tell from the pictures.
Case Study 02
The points needed
So it is important to know your brand before you get into photography. Here are two basic elements that can help your brand photo stick to brand concept.
The first is the color. It is suggested that using brand color palette in photography can build up the brand image very quickly.
The second is the ingredients. It is especially suitable for products targeting rational buyers. By showing what is inside the products, it build up trust.
Case Study 03
Other fun effects
Besides the direct messages mentioned above, you can also apply some fun effects into brand photography. Take Che Buono for example. It is a fried-chicken brand which is a local food in Taiwan, but it positions itself as a luxury brand. So why not campaign like a luxury brand? (pictures above)
Case Study 04
Space & Atmosphere
If it is a commercial space brand, it is better to show your space, what people do and how they react to the brand environment. In our example, cafe noote’s picture (above) are trying to portrait its quiet and calming personality.
