Ge­orge Mathew, Founder Grey Im­age Pho­tog­ra­phy

VM&RD - - Contents -

Can’t seem to get the best frames for your re­tail spa­ces? Are you irked with things such as re­flec­tions on win­dow dis­plays or the glare on the floor in your store pic­tures? Well, Ge­orge Mathew, a Bahrain-based pho­tog­ra­pher shares five sim­ple hacks for stun­ning store de­sign and vis­ual mer­chan­dis­ing im­agery.

Go Straight

Are you in­spired to go dra­matic with cam­era an­gles? Well, in com­pos­ing shots of in­te­rior spa­ces, less is more and sim­plic­ity works. It is al­ways best to shoot straight on. But it’s not sac­ri­le­gious to ex­plore an­gles if it works well for you. Al­ways try to keep the ver­ti­cal lines straight and par­al­lel. Also it’s best to have the mer­chan­dise stacked and ar­ranged neatly.

Light It Right

To start off, en­sure that the store lights are fall­ing in the right place. Many stores have a com­bi­na­tion of nat­u­ral day­light and ar­ti­fi­cial light­ing. It’s tricky to get good pic­tures with­out the glare. So the pho­tog­ra­pher’s tech­ni­cal knowl­edge has to be at its best to cap­ture both con­di­tions in one shot. If you are good at re­touch­ing im­ages, then get mul­ti­ple ex­po­sures and stack them to get an even ex­po­sure and colour tone.

Us­ing Aper­ture

The tool that con­trols the size of the hole that al­lows light to pass through, the aper­ture, is also re­spon­si­ble for con­trol­ling your cam­era’s depth of field. For wide shots, it’s best to have more depth-of-field. If you are try­ing to high­light a par­tic­u­lar prod­uct while shoot­ing close­ups, best to go for shal­low depth-of-field.

Props In Play Shoot­ing Win­dows & Fa­cades

Cap­tur­ing win­dow dis­plays and store fronts with re­flec­tive sur­faces such as glass is very tricky. But one must def­i­nitely avoid re­flec­tion of brand­ing from nearby stores. Also it’s best to pho­to­graph win­dow dis­plays at night so the re­flec­tions are min­i­mal, or even use black cloth to block the re­flec­tion. Do re­mem­ber to clean glass and re­flec­tive sur­faces for dust/fin­ger­prints. While shoot­ing fa­cades try to choose the time of the day when the light is best in the area you are go­ing to shoot. Use a po­lar­is­ing fil­ter to cut un­wanted re­flec­tions and re­touch your im­age if needed. As a pho­tog­ra­pher, it’s im­por­tant to work along with the VM. Un­der­stand the idea be­hind the dis­play and cap­ture the dis­play in the best way pos­si­ble. I would leave the place­ment of props to the VM Di­rec­tor, but one could re­po­si­tion the props a bit de­pend­ing on the frame set. Make sure the lights are fall­ing in the right spot.

About Ge­orge Mathew:Ge­orge Mathew founder of Grey Im­age Pho­tog­ra­phy, comes with an ex­pe­ri­ence of over a decade in pho­tog­ra­phy. His ex­per­tise in­clude ar­chi­tec­ture, ad­ver­tis­ing & fash­ion. www.grey­im­ / in­sta­gram@ grey­im­agephoto

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