2. Existing Products- Exhibitions
Exhibitions are a organized presentation of a person’s work, this person tends to be an Artist, Designer or Photographer. They
will normally occur in Galleries, Museums, Library, Parks or World Hall’s.
Exhibitions range from world scale events held in World Event Hall’s (e.g. World’s Fair) to then just one Artist holding an
exhibition to show his first completed piece of Art.
It was the 19th century when the exhibition really came into the public eye and they began to occur more often, however
before this time various temporary exhibitions had taken place, especially showing off new pieces of Art in major cities.
The most famous of one these types of exhibition was the Paris Salon of Académie des Beaux-Arts, this original exhibition
began in 1667 but only opened to the public in 1737. By the time the world was midway through the 18th century more and
more countries had begun host exhibitions to help these temporary artists show their work to the world.
In London, The Royal Academy Summer Exhibition has been held annually since 1769. The British Institution ran temporary
exhibition about twice a year from 1805-1867.
After the majority of the major Museums in Europe had been constructed by the Mid 19th century many countries were now
hosting Exhibitions showing off their own collections or collections they were borrowing.
1851 marked the beginning of the tradition of hosting the World Expo or World Fair and this again took place in London, but
however these were only to be held every few years. In 1889, the Exposition Universelle in Paris took place and the Eiffel
Tower was built especially for the event and was used as the entrance arch.
Modern exhibitions are now concerned with protecting and preserving their work, holding events for education purposes
whereas the early exhibitions were designed and used to create public interest and public curiosity in Art.
3. Existing Products-Exhibitions
Art Exhibitions
Art exhibitions are the most popular type of exhibition and the one that is world known. They can tend to be on one artist and
their work or they can have different artists work all together.
They hold a giant array of: Artifacts, Paintings, Sculptures, Drawings, Designs.
Interpretive Exhibitions
Interpretive exhibitions are exhibitions but they require a lot more attention in the form of describing the actual work on show.
They are mainly focused on scientifical theme and historical themes. This means text, interactive displays, maps and charts can
all be needed and useful.
Commercial Exhibitions
Commercial exhibitions are generally called Trade Fairs. They are organized shows that show a particular interest or industry.
This provides chances to observe rivals, learn about new interests. Some of these exhibitions can be opened to the public but
some can also be held just for company representatives.
Digital Exhibitions
The digital exhibition is the exhibition of the future and as we move forward the in person exhibition will slowly fade away until
it is basically all digital but figures do show that 95% do prefer in person but as time moves things will too. The covid 19
pandemic has played a giant role in digital exhibitions as the lockdowns shut the world down and shut everything down it meant
exhibitions were held online so people could still see an exhibition of sorts from the safety of their own homes and still enjoy it.
5. Existing Products- Photographs
Photography is something that can really be beautiful and it’s something I have had a passion in. Looking at the images on the
previous slide it’s easy to see the different levels of photograph but also the different styles and outcomes it can have.
I feel like looking at the images taken in York (outside the minster, down the shambles and across the walls toward the minster) I can
learn a lot about what angles, best time of day, potential outcomes. Getting the correct lighting is the main thing I believe I can learn
from these existing pictures taken in York. The image of the minster looking like it’s the end of a journey across the walls is something
I wish to try and capture as an image for my exhibition, for me it captures the old elements in a slowly building City but it also
includes a nature element with the trees creeping over the tops showing off the nice green leaves which add another level, I feel the
main lesson with this picture is yes try to include different elements but don’t overcomplicate and I believe that is key if I am going to
take the best pictures to then present.
Lighting is the biggest thing I believe I can learn from looking at the pictures because so easily these incredible pictures can change or
just never become a reality because the light may cause shadows, the weather or the natural light is just too weak to create such a
good picture first time. I know that I am using York as the location to take my pictures and living here for my life I know when it’s
busy, when it’s not and so on but I cannot control the weather so something else I can learn is patience because the best pictures
won't just happen first try.
The sunset ones are really interesting to me because when your using a location that has potential for reflections it gives you an extra
dimension to think about but it does mean that I can maybe think more about using a location that I can maybe capture the sunset
but also the reflection of it just which means the eyes of the viewing people can look all around the image and still see different
elements instead of just going past and seeing a sunset and that been it.
Overall I feel looking like Mark Banks and having already researched David Norton and seeing his work seeing the incredible
landscapes they’ve both captured and shown off I really feel like I can learn from it and use what I’ve seen in order to capture the
best images to help me achieve something.
6. Existing Products- Existing Photographers- Mark Banks
These are two of Mark Banks’ exhibitions and this is good for
me because this is the style I am going for with my project.
Looking through Banks tries to have one or two images
together that are similar or are taken including something that
looks the same but different. This is helping me get an
understanding for if I want to use one or two pictures per
page, how many I am going to use/need. Seeing the
differences between the snowy setting of Norway compared
to the more relaxed old fashioned Venice really shows that
location plays a role in your final outcome and the style you
use during the process.
These two images are stunning and the way they have
been taken is a way that I would love to try and come
close to when it comes to my production. The way both
images have the sun just peering through the cloud and
laying out this layer of the light. The colours of the sunset
with the purple flowers just allow your eyes to explore
the entire picture without been drawn to just one part
and this is something I really want to make sure I achieve
because you want the person viewing to look at the
entire image not just the bottom left corner because
there’s a bright colour or there’s people in it.
7. Research-Audience
Photography is something that really has no age limits and every style can be done in a way that can be preferred to a
set age group.
For this project I really want to open my mind to a possible bigger target audience because I feel the idea of landscape
photography can be viewed and enjoyed by anyone. My audience will mainly be based off what theme I use during
the project.
The theme will just provide my intentions and aims for the project meaning once I have decided that I can pick the
theme and that will then allow me to think would picking a 4-5 year age gap group or 5 year plus group allow me to
achieve better results when it comes to evaluation.
The most recent studies into Photography shows the industry is more female than male. The latest figures show
52.6% of professional photographers are indeed female with 47.4% been male. However men do still earn more than
women. The average wage for a male photographer is $47,875 compared to a female photographer $44,733.
I want my work to appeal to both genders because the pictures I am planning on capturing/taking don’t really include
anything that may appeal to one gender more than the other, to me that’s the most important thing because
everything been open is better than losing some interest because you can only appeal to one gender so having both
puts me into a better position.
Company sizes have also been rising massively during the time that the industry has built up.
Figures showing that professional
photographers are normally hired to
help out well known people meaning
they are keep their work private
because they won’t really get the
credit (depending on who)
8. Research- Target Audience
Looking into the figures and seeing females do take up over half of the photography industry I then wanted to
see which age group was the most popular so I could find a target audience.
20-30 Years- 28%
30-40 Years- 32%
40+ Years- 40%
This shows me that the target audiences I am used to applying to won’t really be the best target this time
around. Looking at the figures I am thinking a target audience of 27-35 year olds might work the best for me. I
can’t go super low and try aim this at people aged 16-18 because I don’t really believe they would be
interested. The early 20’s I feel they would prefer more upbeat, bright pictures like from holidays so I feel like
the late 20’s to mid 30’s gives me a solid middle ground to work with meaning I am using the figures and then
thinking about the pictures I am going to use and applying it all together.
I went to York Art Gallery recently to get an experience of what type of layouts galleries use for exhibitions and
it was mainly that 30-50 age group roaming around inside taking everything in and that also gives me the first
hand knowledge of what age group would be interested if I decided to step my exhibition up like inside a
gallery where you just wonder around seeing the best pieces from that photographer.
9. Market Research- Exhibitions
(Art/Photography)
• Due to the Covid 19 pandemic reviews show that 95% of visitors prefer an in person showing rather than virtual
• Between 2018-2019 50.2% of people aged 16 or under had visited an art gallery/exhibition
• The entire art market has a global value of 65.1 billion
• Over the last 2 years the global market has suffered from covid. Global sales dropped 22% from 2019
• Thanks to the pandemic online sales reached an time high. Doubling the previous best of a 25% increase
• The US and China remain the biggest contributors to the largest Art market but the US remains the highest
• 28% of the worlds population are becoming artists and contributing to exhibitions
• The market is expected to reach $552.57 by 2025
• Online market before covid never reached above 4.8 US dollars but during and as a results now has rise not an all time
high of 7.9 billion.
• As of 2020 Online sales had been expected to reach $13.5 billion which was a 7.5% increase from 2019
• Exhibitions have two different types: Trade Exhibitions and Consumer Exhibitions
• Keys to success- Recurring theme, strong ground work, strong set of art/photography
10. Market Research- Photography
• The market size of the photography industry is measured to be around $9.8 billion (2020)
• The digital market is expected to hit $149.80 billion by 2026
• 22% of the products purchased online are returned due to not looking the same in person
• The use of more semi professional photography on social media is rising rapidly
• 75% of online customers rely on the online images to make their mind up about the purchase
• Good visual content is 40% more likely to appear on more social media accounts
• Photography industry expected to grow from $38.93 billion in 2021 to $42.81 billion
• Jpeg is the most popular format to use when saving your work and presenting it
• Images that are taken with the use of a filter or have filters later applied are 21% more likely to be viewed
• Photo editing should take no less than 75% of the full image but no more than 90%
• Over 1 trillion pictures are taken per year
• First colour picture was taken in 1861
• The original flash used to be created by mixing Potassium Chloride and Aluminium
• The oldest photograph is over 200 years old but it took an incredible 8 hours to actually capture.
• Due to the Covid 19 outbreak in 2020 the industry saw a 2.1% decline from a then $36.9 billion dropping to $36.1 billion
• Mobile photography has risen massively as the world becomes more technological
• Facebook typically receive up to 20% more engagement than videos and 352% more engagement than plain text
• The growth of the industry is always slow but yet steady
11. Market Research- The Family Man
In 1955, Edward Steichen created a photography exhibition that ran between January 24-May 8 at
New York’s Museum of Modern Art.
The exhibition featured 503 photographs from 68 different countries. After the exhibition had
finished in New York the exhibition went on an 8 year world tour recording record numbers during
those years. Steichen famously said ‘the people looked at the pictures, the people in the pictures
looked right back. They recognised each other.’
The physical collection of Family Man now lives in Steichen’s home country of Luxemburg in Clevraux
Castle.
World Tour
As part of the Museum of Modern Art’s international program, this meant the exhibition of Family Man
toured the world after it’s stay in New York. The tour made 37 stops in 37 countries across 6 continents.
The tour pulled in over 9 million viewers during the entire tour.. These were record breaking numbers
at the time. To this day it remains the largest.
The photos in the exhibition were focused on showing the commonalities that bind people and
cultures around the world, the message of the exhibition was to show humanism after the World War
II.
13. Sensation (Art) Exhibition
In late December of 1997, Charles Saatchi set up the Sensation Exhibition which featured work from many
young British artists. It first appeared on September 18 and ran to December 28 in the Royal Academy of Art, it
later had a mini world tour heading to Berlin and New York.
During the shows time in London and New York the show gained a fair amount of controversy due to the
inclusion of show images of Myra Hindley and the Virgin Mary. The Mayor of New York was quick to speak out
along with many others saying the show for attempting to boost the value of work by showing it to museums.
The controversy came after Marcus Harvey created a piece that looked like Myra Hindley who was a murderer.
A group called The Mothers Against Murder and Aggression picketed the show with one of Hindley’s victims
Mothers Winnie Johnson joining forces.
In September of 1997, David Gordon the Secretary of the Royal Academy
14. Topic Research
Landscape photography is the art of capturing images that embody the true essence of nature.
Tips for brilliant landscape photography:
Planning where to go, Choosing the best possible camera, Polarize, Graduated filters, wide angle lens, three legs are
better.
Polarize- The polarizing filter is designed to reduce the natural reflections can that be affecting the pictures, reduce
the atmospheric haze but also increase the colour saturation as well. There are two types of polarizing- Linear and
Circular.
Linear- Have a single polarizing layer and are most known for causing mirrors for cross-polarizing on SLR and DSLR
Circular- Have a second quarter layer that will repolarize the layer before.
Use of a tripod
Having a perfectly still camera is a key element is capturing the best picture of the landscape in front of you.
Three legged tripods provide the extra stability to create an outstanding final picture whereas two legs can easily
loose it’s balance or be affecting by the natural elements.
15. ISO
The ISO setting is a simple camera setting that allows you to make your picture brighter or darker. As you
increase the ISO number the photo will slowly become brighter and brighter and as you decrease the photo
will become darker.
The use of ISO can at times come with some consequences because if you take a photo using too much ISO it
can make the final image blurred, show a lot of grain. ISO should really only be used if you cannot edit the
brightness using shutter speed.
ISO stands for International Organization For Standardization
ISO Values- ISO 100(Low ISO), ISO 200, ISO 400, ISO 800, ISO 1600, ISO 3200, ISO 6400 (High ISO)
Whenever you use ISO and brighten the picture you can basically doubling the ISO number.
Most cameras have a basic ISO that is low and normally called ‘Base ISO’. This setting is actually rather
important because it gives you the chance to produce an image to its highest possible quality. Some cameras
do allow you to change the base but most tell you to leave it so you can produce the most high quality picture.
16. Exposure Triangle
Exposure triangle
ISO- Effecting the amount of noise
Shutter Speed- Effecting the sharpness or blur of a moving subject
Aperture- Effecting Shallow or deep depth of field
The exposure triangle is used to help explain the relationship between ISO, Shutter
Speed and Aperture
Shutter Speed
The length of time light is allowed to hit a
sensor. This is measured in a matter a seconds.
Aperture
Size of the circular hole in the lens that allows
the light in. The bigger the hole the more light
reaches the sensor.
By doubling the hole you also double the time.
ISO
ISO can be thought of as the digital
sensors sensitivity.
Aperture equation
f-stop= focal length/diameter
Diameter= focal length/f-stop
17. Exposure
The metering scale
Most of the worlds cameras today use something known as a TTL metering or a through the lens metering
what this means is the camera examines the light coming through the lens and it will then automatically adjust
the settings so you as the photographer don’t have to sit messing about with the settings as the lighting
improves or gets worse. You can however change the settings manual by searching in the camera’s settings.
Your scale should always be on 0 then as the number go up to the right hand side that will indicate
overexposure. But as the counter moves back toward zero it returns to a normal overexposure.
18. Composition Techniques
Composition is photography is used in a way to try influence viewing behaviour. Like knowing where you want
your viewers eyes to be or having a certain point in particular you want to stand out and catch the most
attention.
1. Simplifications
2. Filling the frame
3. Rule of Thirds
4. Framing
5. Colour
6. Contrast
7. Leading Lines and Shapes
8. Symmetrical Balance
9. Asymmetrical Balance
10. Depth and layering
19. Raw Vs JPEG
A Raw image (can be known as a Digital negative) is an image file containing unprocessed and therefore Raw images. These Raw
images come from the camera’s digital sensor. This means the pictures must be processed before been used or printed.
Jpeg images are the opposite they open easily, they come out already processed and are instantly ready to be used or printed.
Raw normally contain 3 different elements: The actual raw image from the camera’s digital sensor, a camera quality processed
Jpeg preview and thumbnail and the relevant metadata information.
Pros of a Raw image
1. Gives you a more deeper range
of colours
2. Finer control and the
adjustment potential is much
higher
3. After the picture is taken you
can adjust the colour
4. Raw images are lossless
5. Increased sharpening potential
6. Easy to convert into a different
raw format
7. Gives you clear proof of
ownership
Cons of a Raw
image
1. You must post
process the
image
2. Takes up larger
amounts of
storage
3. Raw image
compatibility
4. Sharing images
5. More files to
manage and
keep track of
6. Much large
backups
Pros and Cons of Jpeg
Pros
Already processed
Easy compatibility
No slowdown from camera
Quick easy backups
Cons
Recovery options are limited
Overall
Raw seems to have a deeper range and clearly does give you
a better final image but it does require a lot of work and you
do need the extra process. Jpeg is the easier of the two for
sure and if you can get your camera settings right and the
pictures you capture are strong Jpeg can support you.
20. Use the Golden Hour
The golden hour is a time period that occurs shortly before sunrise and shortly before sunset. The period
is defined by the natural light which is given a warm and reddish hue. This is normally an hour before the
sun actually rises and an hour before it then sets.
The sun’s low angle creates the chance for it’s rays to filter through a greater distance therefore creating
a colour temperature at the redder of the spectrum. This allows create longer shadows therefore creating
the golden opportunity for photography.
Sun’s angles during the golden hour
Morning sunrise- -4-6 (minus 4 degrees to 6 degrees)
Evening sunset 6/-4 (six degrees to minus four degrees)
Despite the name the golden hour this golden period only really lasts 20-30 minutes but it all depends on
the location, the current season and the weather.
Why Photographers love this hour
Softer- The rays from the sun come down at angles instead of the straight down that occurs during the day. Creating more
flattering light
Directional- Low angles create longer shadows and lighting situations. Helpful if you want silhouettes or lens flares
Warmer- The golden hour creates situations where you can capture lots of yellows, oranges and reds. These colours help create
a mood of positivity and happiness
21.
22. Lenses
Wide angle Lens- The most popular type of lens for landscape photography. Some pictures do suffer from wide
angle lens because you have the beautiful scene along with then added extras because the lens capturing so
much in one go.
They really allow you to capture the best possible landscape pictures. They are especially good if you want to
exaggerate the background of the picture. But these lenses don’t grantee good pictures and the best results.
Normal Lens- The main issue with these lenses is they can become static or boring after multiple uses. The big
positive is these angles is the final results look incredibly real and natural.
23. Depth of Field
Depth of field is the distance between the closest and
furthest away object in a photo.
Can be calculated using an equation using
Focal Length, Distance to subject, Acceptable circle of
confusion size and Aperture
DOF = depth of field
u = distance to subject
N = f-Number
c = circle of confusion
f = focal length
