Photographs can tell stories without words by leading readers through the copy in distinct elements and to important parts or larger points. Strong photographs have simplicity, focus the eye with cropping and placement, imply relationships or meaning, and use technical qualities like lighting to increase interest. While static, photographs can suggest change, motion, personality, and relationships to persuade readers. Powerful photos lead the eye, imply stories, use simplicity and framing, show human interest, and freeze moments in time.

1. Photo Impacts
MCM241
Fall, 2017
John Couper

2. Photos: stories without words

3. Photographs lead readers
◼ To the copy
◼ Into the copy
◼ Through the copy (distinct elements)
◼ E.g., between large and small points
◼ To an important part of the copy
◼ To a larger point and/or the future
◼ Toward some action, feeling, etc.

4. Strong photographs have a)
◼ Simplicity
◼ Careful cropping
◼ Only show the main elements, avoid
distractions
◼ Internal dynamic
◼ Lines suggested by elements
◼ Placement of focal point(s)
◼ Clear sequence for the eye
◼ Initial focus, second, etc.

5. Strong photographs have b)
◼ Meaning and/or relationship with impact
◼ Symbolism of larger significance
◼ Something new or inherently interesting
◼ More info on the story and other photographs
◼ “Location” of viewer (above, etc.)
◼ Technical quality (contrast, focus, exposure)
◼ Also, lighting that adds to interest (side, back,
flat, diffused)
◼ Clear and pointed cutlines, heads, etc.

6. Photos as story-telling
◼ Though static, Photographs can suggest
◼ Change
◼ Relationship/comparison
◼ Motion
◼ Personality
◼ Cause and effect
◼ We automatically make links
◼ That the photographer uses to persuade, etc.

7. Photographs: symbol and moment
◼ Just as good writing paints a picture in the
mind of the reader, good photos often place
stories in the mind of the viewer/reader
◼ Most good photos offer
◼ a concept
◼ a fleeting experience
◼ both

8. Idea: coffee as addiction

9. Experience: boy and friend

10. Powerful Photo Qualities

11. Lead the Eye

12. Imply a Story

13. Simplicity

14. Leading Lines

15. Focal/ “anchor” point

16. Human/universal interest

17. Product’s Value

18. Freeze Time and Motion

19. “Rule of Thirds”
Use an imaginary grid to increase interest and reduce inertia

20. Satisfy Dreams

21. Portrait/character

22. Emotional Response

23. Create a Fantasy

24. Suggest Motion

25. Argue a Point

26. Evoke a Mystery

27. Change the usual Perspective

28. Inspire Identification

29. Bend Expectations

30. Suggest a Solution

31. Spark Senses

32. Attract Attention

33. Demand Urgent Action

34. Take Readers Somewhere New

35. Use Story Associations

36. Create a Strong Contrast

37. Show a Metaphor

38. Connect Unusual Dramas

39. Exaggerate an Experience

40. Transform the Ordinary

41. Use Diagonals

42. Grab the Eye with Contrast

43. Show a Moment

44. Use the Codes of a Mood

45. Choosing photographs
◼ Choose photos that
◼ Reflect the style of the topic, copy and section
◼ Show an event, relationship, information, etc.
◼ Will attract and persuade readers
◼ Supplement the story

46. Editing photographs
◼ When possible, reduce the photograph to its
strongest and most relevant aspects
◼ Principle: If it doesn’t add, it subtracts
◼ Try to show a relationship
◼ Always come back to the audience