January 4th, 2010 in Somebody asked me for a way to create a better, more consistent look for their imagery.
It was a trick question really. They were asking me how they might better use software to get consistency and classic styling.
I thought about it and the answer was what we might call pre-emptive image manipulation.
When I go to a flash restaurant that knows their stuff I am always amazed by what a great chef can do with the simplest ingredients.
They start with fresh produce … the fresher the better (usually – cheeses are a different story). They don’t beat the living daylights out of it or season it beyond recognition. They use subtlety and finesse.
It should be the same with our photography.
Fresh ingredients, already rich in flavours of their own, cooked with a minimum of fuss and a flourish of presentation.
If the produce is a bit ‘off’ the seasoning gets stronger and the cooking becomes a bit more intense.
Pre-emptive image manipulation is keeping the image simple, lighting it, and getting the emotional energy happening, before it gets taken. All these things reduce the need for ‘overcooking’ later to get something special.
Cheers, Johannes
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