1) Weather & Atmosphere |
- Rain, hail, snow, sunshine, fog, and dusty days all contribute to the mood, emotion, or story we are visually telling.
- Awareness of the weather and how it impacts the mood and emotion it evokes are factors to consider, especially if a photoshoot is involved.
- When done right, a good weather choice can make an image look incredible.
- Sometimes, pushing the boundaries is great; however, keep in mind the impacts on sales and reach.
As a general guide,
- Rainy or overcast days can soften the mood - especially when selling at the height of summer.
- Clear, sunlit day can evoke a happy or uplifting mood - mainly when used at the end of winter.
- Fog creates a sense of mystery or intrigue - best for romance or inspirational projects.
- Snow reminds us of skiing holidays in the mountains. However, in the city, it can remind us of a freak storm.
- Dust or ‘atmospheric pollutants’ is best used sparingly but, if done right, can look magical.
2) Composition |
- Composition is dependent on the visual communications and emotion we’re inspiring as well as the type of project. A tall tower for example would only suit Portrait, unless it's on the horizon.
- Balance and Asymmetry with the built form or architecture are two ways to think about composition.
- A balanced image is easy on the eye; however, considering depth within the image tells a stronger story.
- Asymmetric images require a little more thought. Use it in context with other techniques to bring harmony and balance, like light and shade.
3) Light & shade |
Following on from composition, techniques to balance or unbalance an image can be used to garner attention.
- Using Light and shade left, right, top & bottom as a juxtaposition
- Dappled light through trees softens renders and can guide the eye or highlight general or specific details or areas.
4) Near, far & perspective |
Objects in a scene should provide depth and invite viewers ‘into the scene’. - Objects or architectural elements close to the camera should give interest or curiosity, while objects in the distance provide context and a story to ponder.
- This is typically why architectural renders are set on a 45° angle, dividing the images into 3rds, with the longer side diminishing into the distance left to right.
5) Realism techniques |
- A great technique to look for is any object or surface in the foreground must look believable, this sets the expectation for realism across the rest of the image.
- Reflections should look and feel accurate - predictable.
- The use of blemishes, dust, dirt, puddles and weathered surfaces is the best sign of realism. However, it must be used sparingly on a new development.