Why Invest in a Photoshoot?
Designer: Frank K. Pennino, Photo: John Vaughan, Published: AD December 1996
The late John Vaughan's photo of Frank K. Pennino's project from 1996 remains timeless not only because of its classic design but also due to the photographer's sense of light, composition, and mood. While the designer and architect create a beautiful space for their clients, the photographer and stylist bring that vision to life through the lens of the camera. Dynamic and robust project photography is essential for successfully promoting your firm. Good photography not only showcases the design of a project, but it helps cultivate a cohesive brand presence and builds the foundation for a firm's marketing efforts.
Shawback Design Home Page, Photo: Paul Dyer, Website Design, COUPAR
A firm's website is one of the most valuable marketing tools, as it sets the tone for the company and its other marketing channels. Balanced portfolio photography that is consistent across various projects and reflects your unique perspective is crucial. Using the same photographer and stylist for most work will be one of the easiest ways to create a clean, uniform website. It is also a great way to form an ongoing relationship with a photographer and stylist who understand your aesthetic. Research photographers who produce impressive work that translates well to both digital and print formats.
EJA Lighting Design, 2025 The San Francisco Fall Show Ad, Photo: Patrik Argast, Ad Design: COUPAR
When shooting a project, examining all possible photo uses is helpful. Pushing out these images on social media then reiterates your brand. Having a variety of shots for social media is essential. Detail shots often perform better on Instagram. Users typically utilize these platforms on mobile devices and have short attention spans, so a tightly framed, eye-catching photo can quickly convey a significant portion of a project's story. It is also beneficial for a firm to have a handful of images with negative space for use in print ads in magazines or digital branding graphics.
COUPAR Design, California Homes: The Essential Guide, Photographer: Paul Dyer, Press Win: COUPAR
One of the most apparent reasons for photography is for press purposes. As the publishing industry continues to shrink, having photography that stands out is key to increasing a design professional's chances of getting published. Editors also look for an intriguing, well-rounded story. One way to solidify that story is to coordinate a photo shoot with fellow collaborators. Not only does this reduce photography costs for each firm, but it also helps to continue cultivating project partnerships. While photoshoots can seem daunting and an expensive part of the design process, they are a worthwhile and necessary investment.
Do you need help with your photoshoot? COUPAR can help you.
