Style & tone

Let’s imagine you are briefing a photographer to take a series of “brand images” on your behalf. Bring your three mood words to the front of your mind. Now, how would you instruct the photographer to shoot images in a style that best matches the mood words of your brand?

For example, if one of your mood words is “nostalgic,” would you instruct the photographer to aim for a contemporary style, or vintage? Do you think they should shoot in natural light, or a studio setting?

In your workbook on page 26 is a list of words to help describe a photographic style. I’ve grouped them in general opposites, but don’t feel you have to pick either/or, just use them as a jumping-off point to inspire you. Choose three or four styles that would work best with your mood words. If you can think of a style that better suits your mood words but isn’t listed here, that’s fine.

Ultimately, your visual style will become a combination of the content themes you chose in the previous exercise, photographed or illustrated in the styles you choose today.

 

CHALLENGE: APPLE, THREE WAYS

To help you tell the difference between themes and style in your visuals, try this simple challenge.

Style and photograph an apple, three ways.

  • First, style and shoot the apple in a domestic way

  • Next, style and shoot the apple in a way that is minimal and contemporary

  • Finally, style and shoot the apple in a way that feels “wild”

Now look at your three photographs. What props did you instinctively use? Backdrops or contexts? How did you style them? What other colours have you chosen?

Can you see how one theme (an apple) can be treated in vastly different ways, depending on the visual style you want to convey?