…it’s about light.
And in commercial photography, you must have enough lighting equipment and lighting power to handle location assignments properly.
Commercial Photography Lighting Rule #1:
When the natural room lighting is ugly, turn it off and focus powerful, professional-grade photographic lighting on the details.
Here’s how the lubricant testing lab really looks.
Here’s a prime example of what lighting can do: We created this image for Jet-Lube Company, a Texas manufacturer of oilfield lubricants. Their in-house lubricant testing lab is state-of-the-art. And in-house testing gives Jet-Lube a huge manufacturing and marketing advantage. But, in its natural state, the lab ain’t exactly eye candy. Marketable? No way. Lighting to the rescue!
Commercial Photography Lighting Rule #2: Spotlight the details.
Here’s an example:
Grungy and battle-scarred, this huge vertical milling machine is at least fifty, maybe even sixty years-old, but still going strong, turning-out precision products and earning money for the client. High tech? No. Photogenic? Hell no! But, they wanted a photo of it. So, we created a dramatic, colorful, close-up they could write a great “quality manufacturing” caption for. And by coming in close, we made the image timeless. Success!
And, in product photography, whenever possible, show people.
This client just wanted us to photograph their new gas turbine meter prototype’s parts. (yawn)
Since it was only a prototype and not a finished product, we suggested putting their R&D engineering team in the shot to add human interest. This also allowed them to write a better caption about the team and its years of experience and innovation in gas measurement technology.
By adding people, we gave the product a soul.
Manufacture big stuff? Use people to show product scale.