SD Warren Catalog of Catalog Photography

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    T H E S . D . W A R R E NC A T A L O G O F C A T A L O GP H O T O G R A P H Y

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    A PHOTOGRAPHIC MEDIUM.Dramatic photography canelicit an emotional responsefrom the consumer. It startsa chain reaction that triggersthe motivation to make apurchase.

    FOCUS ON PRODUCTS.T h i n k of t h e ca me ra le n s as thee ye s of t h e co n su m e r . Th e ca ta log medium allows a photographer to direct attentionto important aspects of themerchandise.

    Dear Catalog Marketer:We are pleased to present the S. D. WarrenCatalog of Catalog Photography as thesecond in our series of informationalreference pieces. As paper manufacturers,S. D. Warren understands the needs andspecial interests of the catalog industry.Addressing those needs has resulted in thepublication of this series of educationalbooklets.

    The first issue was devoted to thesubject of catalog design, one of the majorelements of this medium of direct marketing.While each of the important elements ofcatalog produ ction m ust function effectivelyin overall commun ications to the consumer,photography carries the role of gaining thecustomers attention. In order for themerchandise to sell, it must be depicted well.

    We invite you to sharpen your focus onthe finer points of catalog photography. Atthe heart of this creative medium lies the keyto more persuasive catalogs. Designed andwritten by catalog consultant ]o-Von Tucker,The S . D. Warren Catalog of CatalogPhotography is dedicated to those talentedpeople charged with the responsibility ofcapturing product image.

    With our best wishes,

    TO PROP OR NOT TO PROPPro p s and a cce sso r ie s can perso n a l i ze a sh o t , sh o w a p r o d u c tin use or give it proportion. Butthey must be chosen with theupmost of care.

    SPECIAL REQUIREMENTS.C re a t in g an i l l u s i o n can be difficult work. Precious jewels,tempting food and high-energy kids are some of thesubjects that challenge a photographer and crew.

    x Xrv\^jS.D. Warren CompanyA Subsidiary of ScottPaper Company

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    TYPES OF CATALOG SHOOTINGS.A studio sett ing or an exoticlocale are just two of the placesf rom wh ic h y ou c a n p ro je c ty our im a ge to the a ud ie nc e .Your product wil l help to determine which is best for you.

    THE ROLE OF THE ART DIRECTOR.O n t h e s e t , t h i s i n d i v i d u a lbecomes a pacesetter, a scru-t inizer and a primary decisionmaker. But behind the scenes,an art director works to interpret your merchandis ing philosophy.

    LIGHTING TECHNIQUES.Bending, bouncing and refracting . . .a s k i l l e d photogra phe rcan make l ight t rave l in anynum be r o f wa y s , he lp ing togive a product added richnessa nd de p th .

    FIDELITY OF REPRODUCTION.Top-notch photography andtalent should not be wasted onpoor quality separations andprinting. Today, new technological advances can help topreserve the integrity of youroriginal film.

    COMPOSITION OF PHOTOGRAPHY.Cre a t iv e ba la nc ing a nd pos i t i o n i n g o f m e r c h a n d i s e a n dprops with in a shot wil l encourage a consumer's eyes to linger . . .and give the product abetter chance to sell.

    THE PAPERSELECTION.Make sure the f inished cataloglives up to its potential. Deciding upon the r ight paper foryour project is just as im port a n t as c h o o s i n g y o u r p h o tographer and designer.

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    CHAPTER 11 . While catalog photographymust create excitement, its primary responsibility is to explainthe product to the customer.This Togashi still life accomplishes both objectives,capturing texture and fluiditywith a burst of kaleidoscopiccolor.

    C A T A L O G S . . . AP H O T O G R A P H I CThe environment o f themailbox (the catalog'sdistribut ion channel) isa h igh ly compet i t ive one.More often than not, several catalogs will arrive atthe same t ime, wi th each

    to m e rs . . . i t is th e " vo i ce "that speaks to the readersand invites them to browsethrough the pages and toconsider this catalog overanother. The creative combination of all of the visual

    photography, use of color,and qua l i t y rep rod uc t ion(separat ions and print ing.)A consum er looks at a catalog brief ly before decidingon furthe r interes t. The percept ion of the cata log is

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    pho togra phy i s the mostcruc ia l , because i t mustclearly depict the productsas wel l as serve to excitethe senses of the reader.Catalogs (also referred toin the indust ry as "paperstores") are essent ia l ly apho t og raph i c m ed i um o fp r e s e n t i n g m e r c h a n d i s efor direct sales responsesf rom customers .D e s c r i p t i v e c o p y isimpo rtant , because i t mustf u n c t i o n t o i n f o r m t h ereader about the productsa n d t o c l o s e t h e s a l e .Des i gn f o rm a t se rves asthe cohesive e lement thatholds the other diverse ele

    i n t he consum er ' s m i nd .Good qual i ty reproduct ionhe lps to es tab l i sh c re d i b i l i t y ; i t he lps es tab l i sht r u s t - w o r t h i n e s s a ndbel ievabi l i ty about the cata l og com pany and t he i rmerchandise of fer ings.All of the elements of catalog market ing are import a n t , b u t p h o t o g r a p h ylends con tribut ion s to eachof the others, and presentsa potent ial that is uniqueand necessa ry f o r suc cess . . .photography ca nelicit an emotionalresponse from the consumer. I t can provide ther e a c t i o n o r " h o t b u t t o n "

    tions is to accept that catalog photography dif fers inobject ives and usage fromgene ra l adv e r t i s i ng ph o t o g r a p h y . E d i t o r i a l a n da d v e r t i s i n g p h o t o s a r ee x e c u t e d t o c r e a t e a nimpression and an image,for la ter recogni t ion andsubsequent sales. Catalogp h o t o g r a p h y m u s t a l s ocreate the ima ge, but is primar i l y charged w i th fu l l yexpla in ing the products ata g lance, and wi th generat i n g a n i m m e d i a t e s a l e sresponse.In o rder to accompl i sht hese ob j ec t i ves , ca t a l ogp h o t o g r a p h y m u s t b e

    2 . The dress could have beenshot on a simple studio set. ButKi p Meyer chose a sweepinglandscape to give itand theentire cataloga unique personality.3 . A shift in the weather hasto be expected when you reon location. This ambitiousphotographer turns a drearymorning rain into an opportunity to shoot an unusualsetting.

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    1. Photography can play on thesense of touch as well as thesense of sight. Here, DenesPetoe uses a collage of fabricsand textures to counterpointthe suppleness of beautifullygrained leather.

    B a c k g r o u n d s a n d b a c k drops need to be careful lythough t ou t and chosen .Color and texture shouldbe used considerately andpsychologically. Props andaccessor ies need to bel o g i c a l l y p l a n n e d a n ds t ra teg ica l l y p laced . Thep r o d u c t s m u s t b e w e l lcomposed within the frameof the des igna ted spaceal locat ion. Light ing shouldbe dramatic, def ining andwell placed.These are a l l creat iveand art ist ic judgment cal lst h a t a r e i m p e r a t i v e i na c c o m p l i s h i n g e f f e c t i v eca ta log pho tography , bu t

    p h o to g ra p h y w i l l " sp e a k "clearly and persuasively toi ts prospect ive audience.The camera w i l l cap tu rethe essence of the merchandise and go further todefine it to the viewer's sat-i s f a c t i o n . But the lensneeds he lp . L ike a computer, it will only do what itis to ld .The pho tographer , theart director and the stylists h a r e r e s p o n s i b i l i t y f o rdirecting the camera in itso b j e c t i v e o f d i s p l a y i n gproducts. Their combinedstrategy, as in any marketing project, is what guidesthe attainment of the pho

    As a c rea t ive dec is io nmaker on the set of a catal o g sh o o t , yo u a re n o texpected to have an extens ive technica l k now ledg eo f cameras , lenses , fo r mats, f i lms and f i lm proc-e s s i n g . You s h o u l d ,however, have a work ingknow ledge o f each of theseareas, part icu lar ly i f youp la n t o d i c t a te sp e c i f i cd i r e c t i o n t o t h e p h o t o g r a p h e r . A r t d i r e c t o r sand designers should cond u c t t h e i r o w n o n g o in gresearch on photography,and sho uld try to stay as upto date as possible on newd e v e l o p m e n t s i n t h e

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    alog a r t d i rec t o r w i t h af ounda t i on o f know l edgeand usefu l background.Basic camera body formats used in catalog photography relate to the f i lmsize. View camera bodiesinc lude 4"x5" , 5 "x7" and8"x10" respect i ve ly , w i theach of the s izes quotedindicat ing the actual size oft he f i l m a c c o m m o d a t e d .4 " x 5 " e q u i p m e n t w i l lprovide m ore of a range ofdep t h o f f i e l d t han t heo t h e r t w o v i e w c a m e r asizes. This means that at ighter focus can be heldon i t em s p l aced deepe rand fur ther in to the f rame

    in order to stop act ion andmovement. They are singlel ens re f l ex cam eras (o rSLR's) and u t i l i ze e i ther3 5 M M f i l m o r 2V*!'x2V*!'f i lm . Stop act ion capabi l i tya l lows the fashion modelsto move and sway to turnand change pose, wh ichcan show t he ga rm en t sbe i ng wo rn t o