Blog by Richi
Richi from Humber College
“I began to realize that the camera sees the world differently than the human eye and that sometimes those differences can make a photograph more powerful than what you actually observed.”
– Galen Rowell
Did you know that almost 65 percent of the population are visual learners? You didn’t? Neither did I, before starting my research for this blog. Visual communication these days has become one of the most important methods by which people like to communicate and share information. This is one of the reasons why companies invest in the visual aspect of advertising campaigns.
With the increasing number of people that shop online, it is important for businesses and eCommerce websites to present their products in the best way possible. In the Statista 2021 report, the number of digital buyers is at 2.14 billion which is 27.6 percent of the 7.74 billion people in the world. According to this data, more than one out of four people around us is an online shopper. The growth of online shopping is simply impressive, and companies are trying to find people who can present their products in the most creative way.
The trick to mastering this art of product photography is to get into the head of the consumer. It is a psychological fact that a human brain can grasp a sense of visual stimulus within 1/10th of a second; that is not a lot of time to grab someone’s attention. This means that we have to make every second, every millisecond count. When a customer is on a product page, a quality image of the product can make the difference between getting a customer to click “add to cart” or “close tab". There is a high chance of missing the opportunity to sell a product to a potential customer.
As a product photographer, it is crucial to capture the product as what the client wants it to be seen as, not what you see as a photographer yourself. Phillip Adcock, a commercial psychologist, cites George Miller and says that emotional reactions are 3,000 times quicker than rational thought, which means that engaging and involving with your audience is essential. Human emotions, as we all know, can be extremely tricky; an image that is attractive to one, might be just an ordinary image to another.
Product photography is taking pictures and using special techniques to represent the website’s products accurately and attractively. It can be an amazing and exciting endeavour for any photographer, pushing their creativity to new heights. Great product photography increases conversions by enticing the shoppers to purchase the product. Product images have to grab the viewer’s attention and appeal to their personality, a skill that develops over time.
One of the most crucial things to be successful in the field of product and commercial photography, as told by Tim Tadder, the man behind award-winning campaigns for brands such as Coca Cola, Pepsi, Adidas, Under Armour, Sony, Microsoft, and Gillette, among many others, is well-executed strategy. According to him, a good amount of time should be invested in the preparation and planning of the shoot. Most importantly, you must absolutely love creating images, and be willing to make thousands of mistakes and keep making them until you get it right.
“My dream shot is my next opportunity to capture perfection.”
– Tim Tadder
Richi from Humber College
Focus: Fashion Photography
“There are many lessons as photographers we must learn but for me, the most difficult thing I had to learn in Fashion Photography was seeing beyond the camera and not ‘with’ the camera.”
- Stephen Hurst
Fashion photography isn’t just a form of photography, it is a lifestyle. It takes great patience, an “eye”, and true professionalism to handle the fast-paced fashion photography world. Fashion photographers develop their own appreciative taste for beauty of clothes, models, and accessories, which is further enhanced by extensive lighting, exotic shooting locations, storylines, and trending photography techniques.
Because of its image of being “glamorous”, “stylish”, and even “lucrative”, fashion photography has become an industry entirely on its own. It has existed for almost as long as photography itself has been around. The earliest known fashion photographs date back to the 1850s. Fashion magazines such as La mode Practique (1898), Harper Bazar (1867) and Vogue (1892) have hugely contributed to the success of fashion photography.
It is no surprise that fashion photography is one of the largest, most profitable areas of photography. A contemporary fashion image by David LaChapelle, who has worked with Vanity Fair, Details, GQ and Vogue, typically starts at about $18,000 for a 20-by-24-inch image, and $35,000 for a 30-by-40-inch.
Whether it is New York, Paris, or London, the major fashion houses and fashion magazines are always looking for fashion photographers with creative and fresh ideas. Magazines such as Vogue, Marie Claire, and Harper’s Bazaar focus so much on photography that they have budgets of millions of dollars to have their models photographed in luxuriously exotic destinations. According to research, the Global Digital Photography market accounted for $79.12 billion in 2017 and is expected to reach $149.98 billion by 2026.
It is an everchanging genre of photography; it keeps on evolving and changing as many photographers find their own aesthetic over time. Fashion photography covers the trends of all around the world and captures the changes that take place in it. The style of each fashion photographer is unique. As seen through their camera, they portray their own perception of fashion and beauty, which is hard to replicate. Fashion photographers are always chasing to understand new trends, creating new ones by using the past as inspiration.
The fashion photograph can offer a vision, of a certain lifestyle or social acceptance. It can be the most pleasing and visually appealing photograph. It may also portray the most expensive standard of living which is, in most cases, probably highly unattainable. But it is the viewer's buy-in that makes the photograph successful. The psychology behind a fashion photograph, as a selling device, is the viewer's willingness to believe in it. Appreciating the needs, wishes, and actions of your clients can certainly help you make your business more profitable; it is therefore very important to connect with your audience and understand what they want to see.
The scope for fashion photographers is huge. From high-end streets of Paris, London and New York, photographers get to showcase their talent to the world through the power of their lens. Trying to make it into the fashion world is exciting but highly competitive. Though you do not need a specific degree, knowledge of ever-growing technology and equipment used in the industry is always beneficial. Talent and work experience is essential in this field; undertaking assistantships and networking can improve prospects.
Everyone wants to be the next photographer of Vogue, Allure and Elle. As mentioned earlier, it takes talent and an “eye” to stand out from the crowd; if you have both and also have the courage to follow this glamorous dream, you never know, you could be the next Mario Testino.
“My favourite words are possibilities, opportunities and curiosity. I think if you are curious, you create opportunities, and then if you open the doors, you create possibilities.”
-- Mario Testino
Richi from Humber College
Destination ‘I Do!’
Weddings have always been the greatest occasion in our lives. A day where we gather with our family and friends and celebrate the union of a perfect couple in a perfect moment. As it is a once-in-a-lifetime event, when it’s safe to do so, why not make it special by celebrating it at a destination you always wanted to visit. Ever imagined getting married on the beach in Hawaii? Or In the valleys of South Africa’s wine country? Or maybe even at the infamous sight of Cappadocia’s scenery being dotted with hot air balloons? The idea of getting married in paradise is in itself a good enough reason to have a destination wedding, a wedding that is a perfect combination of elegance and adventure.
Photos and videos have always been a wedding’s best friend, so planning on your wedding photographs can never be too early. Don’t we all want to capture the essence of the moment of our THE day, so that we can look back and relive it? Who would want to miss that anxious expression on the groom’s face, waiting for his beautiful bride to walk down the aisle, or that feeling of excitement mixed with anxiousness of that first look that the couple share? Wouldn’t it be a ‘cherry on top’ to capture these beautiful moments and make memories of a lifetime?
Now if you are convinced that you want to have a destination wedding, there comes a question if you would want to hire a local photographer or fly one with you. If you plan to fly a photographer with you, be prepared to bear the expenses of their flights, stay, a few of the meals and transportation, in addition to their fees, because, as glamorous as it may seem, it requires a LOT of extra work. They stay out of office for multiple days, away from family, and haul tens of thousands of dollars of gear in bag through the airport; they sometimes even have to apply for a work visa and shoot at a place they are unfamiliar with.
The decision of whether to fly your favourite photographer with you or to hire a local one depends on various factors including cost, flexibility, comfort, need, etc. What is right for one couple may not work for another. If you have a low budget and you cannot afford to pay for the stay and transportation for the photographer, then a local professional is the right choice. If flexibility is more important than money, then having a photographer you can meet anytime is going to be the best choice and you might want to take one with you.
It is a globally accepted fact that wedding planning is stressful. Whether you want to have a wedding that you always dreamed of, with large, over-the-top ‘I dos’, or your intimate affair that has spiraled into something far more complicated, it is easy to let the preparations weigh heavy on you. Luckily for you, AYSA wants to take off the burden of finding your perfect photographer. Since photography is all about capturing the special events of our lives, we want to give you an opportunity to connect with our talented photographers who will help you capture your ‘forever moment’.
Though 2020 was a difficult year, it never stopped many couples from having the most beautiful moments of their lives. With high hopes for the year 2021, we wish you have the wedding of your dreams at an enchanting destination to make it even more memorable.
Destination weddings are love stories incorporated with travel stories; make sure to capture every essence.
Our founder didn’t think she’d make it to her friend’s wedding in Jamaica, and so turned down the role as one of Heidi’s bridesmaids. But plans changed, and Anissa had the pleasure of being a guest, having the opportunity to capture this joy on the newlyweds’ faces, in addition to the stunning images their Toronto professional photographer came up with. Many adventures, including happy kids later, the love is still going strong! Have a great Valentine’s, Heidi and Jonas!
Photo & Art: Richi Rawat
Richi from Humber College
Known amongst my family and friends for having an answer to every question, when it comes to describing myself, I just go blank. It’s even more difficult still being in the phase of discovering myself, and trying to figure out who I am and what I want to be. Is it just me? I hope not.
Hello to all! My name is Richi Rawat and I am a new intern at AYSA Canada for the Winter 2021 semester. I am an international student at Humber College pursuing a postgraduate diploma in Hospitality and Tourism Operations Management, with a professional background in Human Resources Management, events, as well as retail. I came to Canada in 2019 and have been in love with this country ever since. Though COVID-19 spoiled my first summer in Canada, I am hopeful that I will be able to enjoy Summer ’21 and have double the fun. Fingers crossed! (And masks on!)
My biggest strength is that I love pursuing my dreams; no matter how bizarre they may seem. It gives me a sense of purpose to lead a life where I am learning every day about different things that attract my interest; and that is why I am here in Toronto, exploring a new adventure. From being a science student to a student of hospitality and human resources, I find my passion in psychology which helps me relate to every subject that I study, whether it be marketing, organizational behaviour, retail, events, or any other. It amazes me how the human brain functions and how one can use the study of the human mind to enhance a business.
Being the adventurous soul that I am, I love to travel, try new things, and getting lost in my world of imagination where I express my emotions through art. If I must describe my life in one word, I will say it is ‘colourful’, as I love experimenting with colours through art and makeup, which has become my latest hobby. I love a blank canvas as it gives me an opportunity to create anything I want. And since I love experimenting with my artistic side, from sketching to painting, to DIY projects, I explore all forms of my creativity.
I consider myself to be lucky to have a life filled with amazing people and an extremely supportive family who have had my back since day one, and make my life even more colourful.
Last but not the least, I am grateful to be a part of the AYSA Canada family where I expect to learn and explore new opportunities and promise to deliver my best.
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