OK, What actually is Commercial Photography?

What is Commercial Photography?

As photographers, we talk about commercial photography as quite a distinct genre. It is referenced on the internet and on my webpage here, so I think it may be important to describe this in a bit more detail.

Though it’s pretty simple really. Commercial photography is really just photographs that businesses use to present themselves to the world. With various aproaches, here are ten popular types of photography within the overall commercial genre.

10 Types of Commercial Photography

1. Corporate Photography: Businesses utilize corporate photography for headshots, team photos, and office environments. This style promotes a professional image and reinforces brand identity, essential for websites and marketing materials.This is the sort of material you see on a lawyers home page, or doctors surgery!

2. Event Photography: Capturing corporate events, product launches, and conferences, event photography documents important moments that reflect a company’s culture. These images are valuable for social media and promotional content. Often used to showcase awards, charitable interests, and general celebrations and milestones of a business.

3. Product Photography: This genre focuses on capturing products in a way that highlights their features and benefits. High-quality images are essential for print, whereas e-commerce sites and webpages, generally require low resolution imagery for on-line use. Yet most of the time we will capture high resolution files, just to future proof any need. Product photography often requires studio style lighting, and unless clear cutting (removal of a background to isolate a product), some degree of styling.

4. Architectural Photography: This style emphasizes the design and aesthetics of buildings and structures. It’s vital for architects and developers looking to showcase their work. Though locally, this is often also for building companies, real estate agents, material suppliers, tradespeople & associated industry professionals (such quantity surveyors, engineers, fire system installers…).

5. Lifestyle Photography: Often used in advertising, lifestyle photography captures people interacting with people or products in real-life scenarios. Generally this style of photography is about promoting a concept, more than a literal portrayl of good themselves. For example, retirement living that promotes contentment and friendship, or insurance protection that conveys peace of mind. A lot of alcohol branding would also fit this with images of socialising, sexiness, exciting adventures… This style aims more to evoke emotions and convey brand narratives. This may also straddle other genres such as product, food, people… so it can get a bit confusing!

6. Food Photography: Really just imagery for restaurants, takeaway outlets or online food brands. The aim of food photography can be either an accurate captures dishes (ie if you buy, this is what you get), or in most cases, visually appealing interpretations of food to really ‘sell the sizzle’! Here photographic skills such as styling, lighting, and composition are all crucial in making food look appetizing and inviting.

7. Editorial Photography: Often used in magazines and online publications, the purpose of editorial photography is to tell a story, or conveys a message as a record of real events. Often used to cover a range of subjects, from portraits to travel, it is commonly used as visual context for written content. Quite often this approach is in a documentary style, and if used in a purely news context, it is accepted that imagery must not be manipulated. Accuracy of representation is important. Again, in a looser commercial sense, this may also be used as a medium for lifestyle, product, or food imagery. Previously this genre was very popular for photographers taking stock photos. Self initiated imagery taken without a set purpose / buyer, that was onsold via a licence and usage fee, held as part of a library promoted by an agent.

Equally valid genres of commercial photography, but ones that I myself are less involved in, are the following:

8. Real Estate Photography: This genre focuses on capturing properties in their best light to attract buyers. Techniques like wide-angle shots and aerial photography provide comprehensive views of listings.

9. Automotive Photography: This specialized field highlights vehicles, focusing on design, performance, and lifestyle. High-quality images are essential for car brands and dealerships to attract potential buyers. Yet also related local services such as panel beaters, insurers, tyre vendors, custom workshops…

10. Fashion Photography: This type showcases clothing and accessories, often featuring models in dynamic poses. From editorial shoots for magazines to look books for brands, fashion photography helps convey the latest trends and styles. Locally however, this is often for model folio’s for new models looking at boosting their presence in the industry.

Each type of commercial photography serves a distinct purpose, helping brands connect with their audiences and convey their messages effectively. Sometimes these may be offered by a photographer as a complete specialty, especially in larger cities. Some years ago I was lucky to visit LA on a photographic scholarship. I was amazed that in such a dynamic and busy city, it was possible for people to be extremely specialised. Many were able to earn a respectable living from quite narrow fields. For example, kitchen interiors, packaged wine products, vintage cars… Here in Christchurch though, the demand for some specialties is not huge. Subsequently, many photographers like myself tend to straddle a greater range.

I hope this helps takes away some of the mystery when photographers like myself start talking about being a commercial photographer.