Emotion or Passion?
I just read a post from a photography coach that says “the sale of photography is an emotional one” (full article here: http://www.zenologue.com/blog/2011/09/photographers-who-click-connecting-with-your-client/). Well I have to disagree. I will agree with Nigel that there is definitely an emotional element to photography and that the desire of any image is to instill an emotion in the viewer or have them react in some way whether that is to buy the image (portrait, wedding etc.), buy a product, or just support the views and/or opinions of the subject of the image. But to say that all photography sales must be an emotional decision is insulting to you my client.
Yes you want any image that I create for you to be one that drives your project towards its goals. We all know that this can be done effectively with emotions. But what about product photography? Does Nike care if you get emotional about images that show the style and design of a pair of sneakers? Does a golf ball manufacturer care if you get emotional about their balls? Yes they want some sort of buzz or excitement but I wouldn’t go so far as to say that the marketing department is going to get emotional about the imagery.
In business there are needs and some of those needs are not emotional as much as they are practical. When you come to me so that I can create powerful images for your project or campaign I will work with you to generate the end results and those results are carefully calculated to generate success. I know that you are working with me to solve a problem, to fill the need of images. If that is something that generates an emotion then I can do that, I can create an image that moves you or your client to a certain place mentally that supports your message. At the same time if you need to just show the design, size, shape or style of something I can do that too.
Words can tell a very good story or we wouldn’t use them. Images tell a good story too and they are more ingrained in all that we do. We see our lives and we translate what we see into words to better help others understand that which we see and feel. Words were invented by humans but we are given the gift of sight and we see long before we speak. So to an extent images do have an emotional meaning but at the same time they are just a part of the overall intake of information and not emotional in and of themselves. The content of an image determines whether the response is emotional or informational. You decide what the story should be and I as the professional photographer, will help you put in the content as well as the create context to drive the reaction you need.
How do you want your clients to react to viewing your campaign or project? Let me help you tell that story with images.
Hi Michael
Thanks for the response to my post here on your blog, I appreciate the discussion!
The one thing I’m a little confused about is that I’m not sure how the client could be insulted by the idea that photography is bought for emotional reasons, so perhaps you can elaborate on that point.
I’ve written a longer reply as an addendum to my original post (http://www.zenologue.com/blog/2011/09/photographers-who-click-connecting-with-your-client/), which may clarify some of the points you raised here.
Best regards
Nigel
Nigel,
The example of Nike that I made is about the product photography not the actual advertising photography, catalog type shots.
As for the client being insulted; My clients tend to be business owners, managers and execs. They are looking to use the logic and calculated plan to invoke an emotion in their clients but they feel that their decisions are not emotional. They want to feel in control and be able to evoke emotion in their clients/customers. The use of my work is a matter of logic and calculation, at least for them. Yes emotion is a part of the package but more for them to use as a tool to get their customers to act.
So the idea is that their decisions are not made OF emotion but made for an emotion. My clients would be insulted to think that emotion drives their decision. They want to believe that their strong business minds manipulate the emotions of other but that they are actually using pure logic to gain that response.
Interesting. I have yet to be able to make an emotional plea to the person who controls the money and ok’s the budget. Those decisions are based on logic. I can make an emotional plea to my contact who most of the time does not control the budget to give him or her the power to fight an emotional battle for me.
Are all images emotional? Of course not. What is emotional to me may not be emotional to someone else. A picture of your kid/wife/husband may evoke an emotion to you but not to me. A picture of a car may make your heart beat faster it won’t do that to me either.
Are all images unemotional? Of course not. The plain white golf ball may make you dream about a great trip you want to take. It may not do that for me. A purse in front of white may evoke an emotion for me because I want that but it won’t do much for you.
The argument of emotion in photography is tricky therefore. Journalism is intended to capture and evoke. Advertising creates, but then what is fine art and portraiture and pet photography and macro, animal and medical? Making claims that include words like always, never are best to be stayed away from.
Our job is to understand, capture and deliver what the client wants. In whatever format required. Our job is done when they are satisfied and if they get emotional about it – even better.
http://photobizcoach.com