Using Depth of Field for Better Photos

A hallmark of professional photography is that the photographer isn’t just creating an image but he/she is directing your eye where to go in that image. In a simple photo you might be able to do that with composition alone, but in most cases you need to define the focal point via depth of field. In other words, what the photographer wants to you see is in focus, and everything else is out of focus.

Looking at the image below notice below that the boats are in focus while the foreground and background are blurry — your eye knows right where to go and it makes a much more interesting photo.

In this image, the entire kitchen is in focus – foreground, middle ground, and background. Although you might focus on the faucet because of its prominence, your eye is not being given a strong clue where to go.

Let's take a different approach, say you were a manufacturer and wanted people to focus on the microware. Adjusting the depth of field so the faucet is out of focus and the back wall is in focus makes a significant difference in how you experience the photo. Your eye is drawn to the microwave and it becomes the star of the picture with everything else playing a supporting role.

In the following two photos notice the subtle difference depth of field creates. In the first case the foreground and background are equally in focus, but in the second, the foreground, left side and background are blurred, drawing your eye toward the pool table and fireplace.

Here is another example where the photographer wants to draw your eye toward the middle ground, but in a larger space. Where does your eye go and what do you focus on first? The lamp and red bean bag chairs.

The Traditional Way

Historically photographers created the depth of field and focal points we’ve demonstrated using different lenses and aperture settings. This works just fine but the downside is that it is baked into the photo. You don’t have any flexibility to alter it. If someone decided they wanted the faucet or blue chairs in the images above to be most prominent it would mean re-shooting.

A Better Way

A more flexible way to handle depth of field is to shoot images with a full depth of field and then electronically blur images to create the desired effect. In all the photos you see here we have utilized this technique. This work is typically done by your graphic designer in post production and provides flexibility in your marketing efforts. If you don’t have a graphic designer we can handle it for you as an add-on to our typical post production work.

The Most Bang for you Buck

At ShupeStudios, we've adopted the protocol of shooting most images with a long depth of field to give your marketing team and designers the greatest flexibility in utilizing our photos. Using just one shot, a designer can create multiple images, each with different focal points, giving you more options while reducing costs. This is another example of using technology to give our clients the most for their money.

If you are looking for great architectural photography and maximum flexibility with depth of field, we’re here to help. Now is the time to plan for spring and summer photography of commercial buildings, residential structures, interiors, or landscapes. Give me a call and let’s take a look at your marketing calendar. I look forward to working with you!

The Christmas Gift that Propelled a Kid’s Future

When I was in Junior High, I dabbled with the guitar, including lessons at the YMCA and photography using my parent’s Pentax camera. As Christmas approached that year, I made my list asking for money to go towards either a guitar or camera. I was leaning towards a camera - the hot new Olympus OM-1. As we opened our presents on Christmas morning, I realized that my parents and grandparents had placed checks and cash into an assortment of festive boxes and wrappings throughout my gifts. In dribs and drabs, I saw enough money coming in that maybe, just maybe, I’d have enough. As soon as I could, I bolted to my room with my Christmas money, pulled out cash I had saved from summer jobs, and began counting. Dollar by dollar, I counted until there it was - I had enough to buy the Olympus OM-1!

Some of my first “architectural photography” as a kid

At that time, Hunt’s Drug of Malden (now called Hunt Camera) was open 365 days a year. I convinced my parents to drive me down there that Christmas afternoon to buy my very first camera.  The OM-1 was perfect, and I used it almost every day until I got to the Rochester Institute of Technology (RIT). I was always thankful to Hunt’s Drug for being open that Christmas day.

One of my first Holiday compositions with the OM-1

In the years following, Hunt’s Drug became my go-to camera store. As I prepared to leave for college, I learned that RIT wanted incoming photography students to have a 4x5 view camera. So, with the money I had saved from my part-time job at Balston Filter Company, I went back down to Hunt’s Drug to buy an inexpensive 4x5 view camera. It was a quiet weekday, and the owner was there. He overheard me reminiscing about my first camera purchase there on Christmas and that I was back to buy a 4x5 view camera. I explained that I was leaving for college and had just enough money for a basic unit. The owner paused and said, “ hold on, I might have something better.” He went out back and returned with a Sinar 4x5 kit. Sinar is a high-end Swiss manufacturer, the Porsche of view cameras. He said to me, “It has been out back collecting dust, the person who ordered it backed out. An no takers since.” He sold it to me for the funds I had on hand. At RIT, everyone gawked at my amazing camera. Even the school had only one in their inventory.

Yours truly showing some of my early work as an undergrad

As college ended, I wound up with all-new equipment in a way I could not have foreseen. About three weeks before graduation from RIT, our apartment in Rochester was broken into. The thief took my Sinar and my Nikon cameras, plus my roommate’s 2 ¼ Hasselblad system. They left the stereo. The police said it looked like one of our fellow students planned to set up a studio with our equipment. We never saw it again. But the insurance payment enabled me to start my career with the latest Nikon camera equipment. It goes without saying; I purchased it from Hunt’s Drug.

Fast forward to last month. Nikon announced a new camera with a dynamic range larger than my present equipment. The mirrorless Z9. It is a fantastic camera for Pros only and nearly impossible to obtain. Off I went to Hunt Camera, who worked miracles, and as soon as it is released, I’ll be at the head of the line to receive this superb piece of equipment.

That gift propelled this kid into a 40 plus year career as a leading edge professional photographer

Looking back over these many years, it’s amazing to think about the power of a gift or a small act of kindness. Consider a business owner who reached into his own pocket to help a kid on his way to college or a business that has come through for me time after time during my career. We often think of the Holidays as a time for presents – and of course, it is. But even more so, it is the opportunity to give a gift – something with the power to fascinate, inspire, and lift us up. Gifts can be for fun, or they can move mountains. That ride to Hunt’s on Christmas day so many years ago lit a spark, launched a career, and changed the trajectory of my life. It was a Christmas gift that propelled a kid’s future.

Merry Christmas and Happy Holidays to All

Gregg

Schedule Your Fall Photography!

Fall can be a magical time for architectural photography and landscapes. Less moisture in the air means cleaner crisper shots and more vibrant color. However, you are dealing with a short window and mother nature can be fickle – start now and you have more options.

Landscapes

Once September arrives plants have had a full growing season behind them and have recovered from summer dryness. Lawns are greener, plants look healthier, and the landscape is more lush. In many respects fall is the best time of year for landscapes. If your intent is to make the best impression - think fall.

Building Exteriors

Building construction tends to finish in the fall so you will be shooting completed projects while everything is new and fresh, with easy access to the premises. It also means that this year’s projects can be photographed and utilized for marketing purposes during winter and spring. Too many times I’ve seen people wait for spring only to be done in by weather and lose months of promotion.

If your building is under construction fall exterior shots allow you to make it appear that the project is farther along and provides the opportunity to merchandise it in advance. Good examples are apartment buildings or condo complexes where you will be pre-selling prior to project completion. Photos go a long way toward helping people visualize your project, making for an easier sell.

Fall Foliage – or Not

Landscape photography in the fall doesn’t necessarily mean that it has to include fall foliage. The great thing about fall is that you can get the best of both worlds – a nice summer feel or a colorful fall foliage scene. Your subject matter and the purpose of the photo will be the guiding factors. For example, you may want your building to say summer - while a cozy outdoor fireplace is perfect with a little fall foliage.

Stick Season

I spend a lot of time in Vermont where they refer to late fall, when the leaves come down, as stick season. You might think that when stick season arrives all is lost, but we can often pull a rabbit out of a hat. Shot at the right time of day with the right lighting trees are less visible, with the added bonus of showing off the architecture. For example, in summer you can barely see the first two floors of the building below. (This is a great example of a just-completed building that can be promoted throughout the winter and spring as discussed above.)

Another option in stick season is shooting at dusk, i.e., magic hour, where the lack of foliage goes unnoticed and can make for a terrific shot - with your building architecture in full view.

Don’t Wait

At ShupeStudios our goal is to wow you this fall. If you need a head start on next year for residential structures, commercial buildings, or landscapes - fall photography can provide superb results. However, the window is rapidly closing so the time is now. Please give me a call and let’s make it happen.

Pulling it All Together

I just finished a four-day shoot that allowed me to provide my full suite of skills to one client at one time. This enabled a big picture approach to the project eliminating inefficiencies, saving money, and most importantly, giving them a better end product. From my perspective, it was a great challenge and an enjoyable four days working with a terrific new client.  

The project came to me due to a referral from one of my current clients, which I greatly appreciated. My new client Anisoptera Mercantile has a new business offering wellness products, including CBDs, and art selections, to the 45-70 age demographic. In particular, they target people that lead an active lifestyle which informed much of the styling, props, and locations used throughout the shoot.

Every good project starts with a well thought out plan, and this was no exception. We began with several ZOOM meetings to brainstorm, discuss the products, and think about the most appropriate lifestyle shots for this target group. As we continued, the plan came into focus, including props, locations, composition, and all the factors that make the difference between good and great. Let me walk you through the project.

Days 1 and 2

We started with a two-day studio shoot photographing individual products for use in the eCommerce portion of the website. We started with tight shots on a white background that needed to be easy to identify and differentiate.

This was followed by product groupings where we added lifestyle props to enhance the message and add interest.

We even used studio shots to put the product into use applications our target audience could readily relate to.

Day 3

On day three, we went on location to begin the lifestyle portion of the shoot. One of my clients, Baystone Development, graciously allowed us to use their high-end Beachhouse model apartment and amenity spaces throughout the complex to put the products in appropriate lifestyle surroundings. The location was perfect and afforded us the ability to stage products in a variety of settings.  

Day 4

On the last day of photography, we shot on location in Gloucester. During the planning process, I had scouted area locations, so we were highly efficient moving from shot to shot - covering a lot of ground in one day. The location shooting effectively framed the brand and told the active lifestyle story so important in attracting our target audience.  

This project allowed me to provide a full line of services, from implementing brand strategy to art directing. I enjoyed the studio work that calls on a very separate set of skills from architectural or location photography. By art directing, styling, and location scouting, I provided one-stop shopping for my client - saving them the expense and effort of hiring separate specialists for each aspect of the project. Not only that, but having one person in charge allowed both the client and I to see the big picture - resulting in a more effective shoot that produced a superior end product in less time with less cost.

My new client’s website is stocked with all the images they will need for a while, plus we filled their social media library with months of photography.

At Shupe Studios our goal is to wow your audience. If you have a large shoot coming up with a mix of studio and location shots, I hope you’ll reach out to me.

We provide one stop shopping for great photography.

A Picture is Worth a Thousand Words

When you show vs. tell you create a more powerful message and are way ahead in the marketing game. Therefore, using pictures to illustrate your point is important, but even more important is using pictures to tell a story that engages your viewer. Easier said than done. It takes a great photographer, advanced planning, and the ability to construct a compelling narrative. Let me explain some of the key elements in telling a great visual story.

When You Create a Story - Less is More

Just like the fact that a long speech is seldom better than a short one, a good photo story isn’t a data dump of images - less is more. Show fewer, better pictures that include as many elements as possible to help tell your story. For example, in the images below we see the living room and kitchen front and center but you can also see into the bedroom. This tells a bigger story without the need for multiple photos. It is also creates visual intrigue about what is in those rooms or behind those other doors.

Another example of this technique uses an outdoor shot to show multiple facets of a property. The picture below quickly tells us the property is located on the water in an urban environment. As you look farther into the image you realize this property is a wonderful place to sit on your patio to watch a sunset, gather with friends, walk your dog, or perhaps even go for a boat ride. No need for multiple shots - this well composed photo says it all, and tells a great story.

Creating a Mood

Sometimes an important part of telling the story is creating mood. By combining subject matter, composition, lighting and perspective you can create a mood that far surpasses what you could do with words. The image below, although devoid of people, radiates energy and the potential for fun and good times. What better way to sell people on your location than establishments that will engage with your target audience. The second image illustrates a different mood and creates a different type of story with a cozy, protected roof deck perfect for entertaining friends or just relaxing on a summer evening.

People

People love watching people. When you see a well composed image with people a story immediately begins to unfold. This picture is focused on the lone bicycle rider. If you are like most people you will ask yourself who are they, where are they going? This leads to the larger story of their surroundings and how they live.

Composition and Perspective

The same location shot with a different composition and perspective can drastically change your story. The first image below shows a somewhat intimate scene of three chairs. However by walking a few steps to the right the second image tells a completely different story.

Let Us Help You Tell the Right Story

Every type of property needs the right story to connect with your target audience. New, old - or just coming out of the ground - we take Commercial, Corporate, Academic, and Residential (home, apartment, condo) properties and build a great story. It may be the story of its architecture, amenities, neighborhood, points of interest, mass transit access, or fun restaurants. Whatever the objective don’t just settle for a picture - instead tell a story.

If you need architectural photography I offer two important services at no charge to you:

- A free brainstorming session to identify the right story.

- A free pre-shoot walk-through to stage shots, and identify opportunities to get the perfect narrative

At Shupe Studios our goal is to wow your audience. If you’re in the Boston area or greater New England, I hope you’ll reach out to me.

We provide one stop shopping for great photography.

Don't Forget to Shoot for Social Media

When planning for a photoshoot, people typically fixate on the primary need – for example, their website or an announcement. Consequently, they’re looking for that grand shot or one key image that says it all, and once they get it, sayonara. Nothing wrong with getting an elegant shot, but why stop there? With minimal effort, you can get so much more.

 Plan for Social Media

Social media has become an essential marketing vehicle for many businesses – in some it can supersede your website and print advertising for raising awareness and staying top-of-mind. Too often, though, social media is an after-thought in photography. With a bit of planning, you can make your photoshoots work a lot harder for you and really amp up your performance. Social media allows you to tell a story, for example, don’t just say you are near mass transit - show it.

Look for Stories

I normally give alternative views/angles that can be used for advertising and presentations. However, I like to take it even further – by thinking about what stories might be present for social media.

In advance of the photoshoot, I ask clients to think about their social media target audience – who are they, what motivates them, what will they react to? We set a plan, thinking about stories or messaging that will engage them, then build it into the shoot.

For example, on recent residential building shoots we’ve developed stories about location, renewable energy, cool common rooms, and unique fitness facilities along with a host of other forward-thinking construction details and amenities.

Keep Your Eyes Open And Go With The flow

Sometimes stories are planned, and other times they simply appear. Some of my best photographs are due to a combination of serendipity, inspiration, and luck. If you keep your eyes open for a great story, it is amazing how often one will appear.

Green spaces for the public tell a great story, as well as new technologies such as phone access to your unit or web-connected heat systems. Sometimes even small details capture people's imaginations – not too long ago, I noticed a doggie drinking fountain, took pictures, and voila, it became a terrific post.          

Get A Second Set Of Eyes

Social media experts have a great sense of what will play to their audience. They may see ideas overlooked by others knee-deep in other aspects of the shoot, so bring them along. You never know where a good idea may come from.

Give Social Media its Due

Social media warrants a seat at the table, so don't short-change it when dealing with photography. The medium offers a terrific opportunity, so plan for stories and look for opportunities while behind the camera. With minimal effort, you can get so much more.

If you are an architect, builder, developer, or business owner I’ll work to understand your social media objectives, make suggestions, plan the shoot then provide photography that wows your audience. The purpose of social media is to bring your business alive by telling a story – let us help tell yours.

Think I can wow you? If you’re in the Boston area or greater New England, I hope you’ll reach out to me at Shupe Studios.

Setting the Mood

Mood is what brings photography alive. We all use it -- every time you take a snapshot and yell “smile!” you are creating mood.

In professional photography, mood can be almost as important as the subject matter. The rendering of the subject “tells” you but the mood makes you “feel.” Feeling is what creates a brand and ultimately what moves someone toward purchasing your product or service.

Professional photographers must answer a fundamental question: what does my client want this photo to say, and how should the viewer feel after seeing it? For example, a photo can make us excited, sentimental, impressed, motivated, or a host of other emotions that can move them toward your brand and making a purchase.

Let’s look at how certain elements in photography create mood and impact our feelings.

Color and Warmth

Warm-toned images create a relaxed, inviting feeling. An image like the one shown below evokes positive feeling such as - I’d like to be there, or, that looks like fun. Warm tones set a great mood for businesses such as travel or romance.

A blue-toned image creates a colder, less-inviting impression. It can be used to add an element of foreboding, grittiness, or mystery. This type of tonality tends to make something feel ominous, or in other cases creates a harsher, more edgy look.

Soft vs Bright

We have been trained to associate soft lighting with something that is relaxing, soothing or perhaps somber. Conversely, light and bright evokes energy and positive feelings. The two images below offer a striking contrast - both are floral but you can see that soft brings your blood pressure down and says - relax, whereas sunny and bright lifts you up, and radiates energy.

Composition

Composition impacts mood through its effect on your eye. Leading lines bring you to a key visual point so your brain and eye don’t have to work as hard. In essence, the image tells you what it wants you to see. It is clean, ordered and visually relaxing. The first shot is an example of excellent architectural photography.

With an un-composed or cluttered image your eyes don’t know where to go. It’s not clear what the image is trying to tell you and this subliminal frustration creates a negative feeling. You tend to move away from this type of image. That is why cluttered, busy advertising tends to be less effective.

Symbolism and Texture

The combination of symbols, texture and lighting make a huge difference in mood. Warm wood vs. cold steel, dark night or blue sky. Take a look at the two photos below - where are you going for a hi-tech seminar and where would you want to kick back and enjoy the company of friends?

Architecture

In architecture a normal lens in a tight area can imply a safe, intimate space whereas a wide angle view sets the mood of a large open space and all the feelings that go with it. As you can see below the same space shot with a different lens will have a very different feel.

As a client it, is easy to overlook mood and focus on the subject matter. However, when selling your products and services think of mood as the secret sauce for advertising success.

Work with a photographer to set the visual mood that best fits your brand, bolsters your message and exemplifies your product, project, location or service. Mood is an important piece of equipment in your advertising toolkit, be sure to use it to its fullest.

If you have an important shoot on the horizon I offer two important services at no charge to you:

- A free brainstorming session to identify the right mood to tell your story.

- A free pre-shoot walk-through to stage shots, forestall issues, and identify opportunities to get the perfect shot that says it all.

At Shupe Studios our goal is to wow your audience. If you’re in the Boston area or greater New England, I hope you’ll reach out to me.

We provide one stop shopping for great photography.

A Website Developer Explains How to Take Your Site From Good to Great

We have a guest author this month, Jeff Shaw, Principal of Envision Marketing & Design, Inc., a website development firm located in Metro Boston.

As a website designer I do an extensive amount of work with photography. In fact, in a highly visual medium like mine, it is not an exaggeration to say photography is the key to taking a website from good to great. There are three sources of photography - stock photography, do-it-yourself (DIY), and professional custom photography.

Stock Photography

Buying stock photography has two primary advantages: lower cost and it is instantly obtainable. The major drawbacks are that stock is predictable, readily identifiable as stock, and detracts from the authenticity of a website. Stock photos are generally a bit contrived and will be a force fit into your design. The holy grail of marketing is the unique point of difference you have versus competitors; however, stock photography dilutes that message either overtly or subliminally. Take a look at two examples below.

This stock photo looks sterile. The name has either been photshopped off or the word school photoshopped on. Plus I’m not sure this building is really a school, it may actually be an office building.

Why is a woman standing above a factory floor looking at her Ipad? This stock photo demonstrates a major downside of stock - it typically looks contrived.

Do-it-Yourself Photography

It can be tempting to use a friend “who has a good camera” or pull out your trusty iPhone. However, it is the person behind the camera, not the camera, that makes for great photography. Not only does a pro produce shots that are head and shoulders above amateur work, but their capabilities in post-production and photoshopping are something an amateur can’t come close to. Below is a DIY photo I was recently given for a website - what kind of impression does it make on you?

This DIY photo does no justice to this facility. The picture is poorly composed, shot on a cloudy day, has no life, is distorted and would detract mightily from an otherwise very professional site. I didn’t use it.

Custom photography

Hands down, I prefer professional photography when developing a design. It is much higher quality and displays your company, products, or services precisely the way you want them to be seen. It also allows me to storyboard your marketing message and develop a compelling visual narrative for your viewers. It is true that professional photography is more expensive than stock but looking at cost is just one side of the equation. Custom photography tells a more compelling story, provides a stronger message, and builds your brand. That combination drives sales, and in the end, it is not how much you spend but how much you make.

Example of Professional Architectural Photo

Example of Professional Photographed Self Perform Employee Photo

A picture truly is worth a thousand words and makes a significant impact on your target audience. After 20 years in the field here is my advice: Avoid DIY photography like the plague. Stock photos win on price, and if the budget is tight, use them if you have to. However, if you want the most professional website possible, you need custom photos. In my line of work, hands down, custom photography takes a website from good to great.

Strength in Numbers … or Not

A question that frequently comes my way is “do I need to hire different photographers for different types of photography on a large project?” The simple answer is, not necessarily. There is a tier of photographer with the training, experience, and aptitude to be able to handle this type of complex shoot – and do it very well.

Scenario 1

Let’s take the example of resort photography. They need outdoor and indoor photography of buildings, amenities such as golf, hiking trails, shopping, and local points of interest.

Food and entertainment would naturally be included which could include shots of food,

and of course restaurants, and the resort environment.

No photoshoot is complete without “people” shots for example, guests enjoying themselves in a spectacular setting.

The headaches of scheduling multiple photographers, not to mention costs are obvious. A far better option is to have one person do it all.

Scenario 2

A business relocating to a new facility frequently needs multiple types of photography. This could include architectural photography showcasing their new facilities and offices. In addition, it is likely this would be a good time to update product shots in the studio and in the market, staff images, and perhaps ancillary shots for a new website or brochure. Like the first scenario it is far easier hiring and managing just one photographer instead of several. (Easier on the wallet too.)

Seeing it in Action

The photos below have a common link – they were all shot by yours truly doing exactly what I’ve described - ranging from aerial to people.

Aerial

Food

Architectural interiors

Products

Architectural exteriors

People

While I love my specialty of Architectural Photography I’m frequently called upon to handle complex projects with multiple needs. It saves my clients time, hassles and costs – as well as providing a better end product since the project is undertaken in a holistic manner versus many people contributing pieces.

If you have a complex shoot on the horizon I offer two important services at no charge to you:

·         A free brainstorming session to identify and formulate great images that tell your story.

·         A free preshoot walk-through to stage shots, identify opportunities and very importantly to forestall issues. (You would be surprised at how many disasters have been preempted by a thorough project walk through.)

This process allows me to understand your objectives, make suggestions, plan out the shoot and then provide photography that wows your audience. If you’re in the Boston area or greater New England, I hope you’ll reach out to me at Shupe Studios.

We provide one stop shopping for great photography.