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• Sukriti Bajaj

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Role of Fashion Photography In Branding Today

Science of Body BY SUKRITI BAJAJ Postures

INTRODUCTION

 Body language is the process of communicating nonverbally through body movements and gestures.    Positive body language can be defined as these nonverbal movements and gestures that are communicating interest, enthusiasm, and positive reactions to what some else is saying.    How you communicate with your body is important because research show that 60% to 90% of communication is nonverbal.  

OVERVIEW

Overview  STAYING POWER: VISUAL STORY TELLING  OBJECTIVE  ROLE OF THE DIRECTOR: AT A GLANCE  WORKING FOR STILLS  CHOOSING CAST OR MODEL  BODY LANGUAGE  BODY LANGUAGE MISTAKES: GESTURES, MOVEMENTS, POSTURE & FACIAL EXPRESSIONS  TRANSFORMING THE SCIENCE OF BODY POSTURE TO THE LANGUAGE OF PHOTOGRAPHIC POSE  COLOR  LIGHTING & LIGHTING PRINCIPLES  OUTCOMES

STAYING POWER: VISUAL STORY TELLING

Element Of Staying Power: Concept And Visual Story Telling Every photographic image tells a story, Like all stories, some are better than others. Possessing stronger characters, more intriguing settings, props and set up. Everyday our eyes encounter so many pictures but very few manage to have the element of staying power in our brain. Preferably it’s a photograph (still or video)

OBJECTIVE

Objective The main objective is to understand how the body language as an art form plays its vital role in making a message visible and understood by masses in context of its value, reach, popularity, feel, comfort and its worth. Where the role of a director &

ROLE OF THE DIRECTOR: AT A GLANCE

Role Of The Director: At A Glance Create a Mood Board Create a Style Guide Tell a Story Use Excellent Color Scheme Be Aesthetical & Technical simultaneously

WORKING FOR STILLS

Working for Stills What kinds of content should be in the photos? Products? Lifestyle? Nature? Portraits? What kind of story should your imagery tell? What mood does it convey to the viewer? How should they feel after looking at it? What are key do’s and don'ts? Using obvious stock imagery, for example, is almost always a mistake.

Working for Stills What kinds of people are in your portraits From what angles are the shots or the product photos taken? Is there a color that you want to emphasize or avoid? How will the photos be edited? Why?  Minimal and desaturated imagery gives a tasteful, calm feeling.  Vibrant and contrasty imagery gives an cinematic, epic feeling.

CHOOSING CAST OR MODEL

Choosing Cast Or Model Casting is the most important step required Generally most of us believe in doing common mistake of choosing a model who is just good looking. Keep in mind that good looks is one of the basic parameter but its not only the parameter when casting a model.

Choosing Cast Or Model The model should be selected on the basis of following criteria:  Model who matches your subject/ brand.  Should be apt according to the concept.  Element of Expression – Should be expressive – As per the suggestive mood of the concept.  Looks and Look Test- Model should look good in the desired costume and the poses.  Referencing. For example in an Advertisement – In case of active apparel company the basic requirement will be of an athletic model, while

BODY LANGUAGE

Body Language: Non-Verbal Communication  Being Defensive  Show Disagreement

 Show a Relaxed Attitude  Giving a false sense of security before an ambush is made

Body Language: Non-Verbal Communication

 Nervousness  Stress  Insecurity  Lost In Thoughts  Deep Concentration (brows furrowed)

Steepling:  Control  Authority

Body Language: Non-Verbal Communication  Growing Tired or Impatient while waiting  Disbelief  Rejection  Lying about something  The Hands are Cold  Excited about something  Waiting Eagerly

Body Language: Non-Verbal Communication  Deep Thought  Trying to come up with some Decision

 Agreement  Bowing  Submissive  Boredom  Being Upset  Being ashamed  One does not want to show their face

Body Language: Non-Verbal Communication    

Honesty Sincerity Submission Innocence

 Apprehension  Nervousness

 Trying to Make a Decision, but Remains Indecisive about something

Body Language: Non-Verbal Communication  Hiding Something  Lowering the head while being complimented may show Shyness, Shame, or Timidity  Keeping Distance from another person  Picking of imaginary  Disbelief or Thinking lint: Displacement to yourself gesture  Disapproval of the Attitudes or Opinions   This action makes one look away from the other person while

Body Language: Non-Verbal Communication Standing Straight, With Shoulders Back  – this posture shows that one is feeling confident and it is often accompanied by walking with brisk strides. One-sided Head Tilt –  tilting the head suggests that one is listening with interest in what others are saying. Overly Tilted Head – this may be a sign of sympathy, playfulness or flirtation, when accompanied by a smile. However, depending on your eye, brow or mouth gestures, a tilted head may mean that you are confused or maybe challenging someone.

Body Language: Non-Verbal Communication Looking Down, Away From The Body – this may indicate guilt or shame. To validate this feeling, revert back to the discussion and see if the body language meaning is the same. Standing, Hands On Hips – can mean readiness or aggression Shifting Of Weight Or Foot Movement – suggests that one is impatient, nervous, excited, scared, or even intimidated. Sitting, Legs Crossed, Slight Kicking Of Foot - can mean boredom

Body Language: Non-Verbal Communication Eye Rubbing – can mean doubt or disbelief. Hands Clasped Behind Back – can mean frustration, anger, or apprehension. Pinching The Nose Bridge, Eyes Closed – shows negative evaluation. Patting Or Fondling Hair – shows insecurity or lack of self-confidence. Quick Tilting Of Head – shows interest. Prolonged Tilting Of Head – shows

BODY LANGUAGE MISTAKES: GESTURES, MOVEMENT, POSTURE & FACIAL EXPRESSIONS

Body Language Mistakes Non-verbal communication, or body language, is an important part of public speaking.   Your body language includes your posture, movement, gestures, facial expressions, eye contact and voice.   At the very least, your body language should not distract the audience and with a little practice, it can help you convey confidence and help the audience see your message

Gesture Mistakes Not using gestures at all.  If you keep your hands locked at your sides, you will look nervous and your presentation will lack the visual element to accompany and enhance your words.   Keeping your hand in your pockets.  This position leads down the slippery slope to slouching and a sloppier posture. And you also may unconsciously start playing with the keys or change in your pocket.   Fidgeting with your hands.  Be aware of what your hands are doing, such as "washing" each other, grasping each other tightly,

Gesture Mistakes Holding your hands behind your back.  When not gesturing, your hands should be in the "neutral position," hanging loosely at your sides.    Pointing at the audience. Try an openhanded gesture instead.   Folding your arms across your chest. Even if you are only doing this because you feel cold, this gesture will most likely be interpreted as your closing yourself off from the audience.  

Gesture Mistakes Using stilted gestures.  Your gestures should be natural and flow smoothly rather than looking forced or robotic.   Using overly rehearsed gestures.  Example: A speaker fall to his knees during his speech, which was unnecessary and struck the audience as

Movement Mistakes Moving without purpose.  Most of the time you should stand confidently in one place rather than pacing back and forth or walking aimlessly. If you do need to move, it should have a purpose.    Shifting from your weight from one foot to the other.  Many people do this unconsciously and sometimes because their feet. Instead, stand with your feet firmly planted on the floor, with your weight equally distributed on both feet.    Hiding behind a desk, podium or flipchart.  If the room configuration is set up

POSTURE MISTAKES Standing too stiffly.  Yes, you should stand up straight but it should be natural, not like you are frozen at attention. Keep your shoulders back and hold your head up so you can make eye contact. This posture conveys confidence and helps you breathe more fully.   Slouching and keeping your head down.  Not only does it prevent you from looking at the audience, but it also conveys

FACIAL EXPRESSION MISTAKES Not smiling, ever. Unless you are delivering horrible news, it is appropriate for you to smile, even in a business setting. Smiling will relax you and, in turn, relax the audience.    Smiling too much, especially when delivering bad news.  You may be smiling or even giggling because you are very nervous, but it undermines the seriousness of your message and your sincerity. If you smile broadly or giggle while announcing mass

TRANSFORMING THE SCIENCE OF BODY POSTURE TO THE LANGUAGE OF PHOTOGRAPHIC POSE

The Language of Photographic Pose

 Cute and Winning Pose  Camera should be Little Above the Eye Level

 Relaxed

The Language of Photographic Pose

 Sensual

 Lively

The Language of Photographic Pose

 Refined and Romantic Pose

 Simple and Elegant Pose for Wome

The Language of Photographic Pose

Follow the Nose – Model glancing off camera plays structured aesthetic; that’s why its always good to “follow your nose with your eyes,” as it reduces the amount of white in the eye and eliminates the awkward over rotating eyeball. Also, fill in color, contrast and catch lights in the eyes. Bounce the Shoulder – Shoulders are often overlooked, but they play a crucial role in framing the face of a model. Popping a shoulder up and forward can make all the

The Language of Photographic Pose Chin Out & Down – A camera can only see in two dimensions, meaning a photograph is not three dimensional unless it’s shot three dimensional. Therefore, When a model pushes her chin forward and then down and is faced directly towards the camera, from the photographers perspective the jawline is extended and stronger lines have been formed. However, if the model were to move to their side profile, he or she would resemble a turtle poking its head out of the shell.  Open the Mouth – With the mouth closed, the jawline clenches and adds extra weight to

The Language of Photographic Pose Shake the Concrete Feet – Shoes are a crucial piece to the wardrobe. But, they are often overlooked because legs and feet are never easy to pose. So, several times the full body shot is avoided and goes an easy threequarter image. But, when you have to capture the full body and the shoes, implement motion. The model can move; jump, walk, lunge and shake the heavy feet. An easy starting point is walking forward or pacing back and forth in a continuous manner. Subtle – It’s important that the model move slow and sly, as big movements and gestures can have a negative impact. When you lock-in

The Language of Photographic Pose Ballet Hands – Hands are one of the more challenging aspects of posing and can make or break an image if shown incorrectly. The model should relax their hands as if they were in a ballet, spreading the fingers lightly, slightly broken at the joints. From there, depending on the aesthetic of the shoot, hands should be placed in a position that works with the image. Under the chin, over the shoulder, to the side or through the hair are some common positions for hands. Forming Lines –  In order to accomplish stunning imagery, you need to focus on forming lines; lines in the frame also lines of

The Language of Photographic Pose

Get Low & Talk – When shooting threequarter or full body, get low to the ground and shoot high. This style not only increases the height of the model, but also creates a more dramatic “hero” look to the image. And, positive reinforcement is everything.  If you aren’t talking, you aren’t directing and if you aren’t directing then you’re not getting the shot! Play to his/her confidence and after every 2 to 3 snaps hype the shots with a

The Language of Photographic Pose

Stop Chimping – Chimping, a term used in digital photography to describe the habit of checking every photo on the camera display (LCD) immediately after capture. Chimping is deadly habit that can kill the energy of a shoot. Best practice is to snap the shutter 3-4 times then pause for a quick glance at the LCD, all the while you're maintaining

COLOUR

Color and Its Meaning RED Power, energy, passion, desire, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence, intensity, celebration, luck, stop or danger, Christmas, Valentine’s Day YELLOW Joy, optimism, happiness, danger, sunshine, idealism, imagination, hope, summer, gold, deceit, philosophy, dishonesty, cowardice,

Color and Its Meaning GREEN Nature, environment, health, good luck, renewal, youth, vigor, spring, generosity, fertility, jealousy, inexperience, envy, misfortune, start signal, St. Patrick’s Day, Christmas BLUE Peace, harmony, unity, trust, truth, security, confidence, conservatism, order, sky, water, cold, technology, cleanliness, depression, loyalty, immortality, stability, masculinity, protection PURPLE

Color and Its Meaning WHITE Reverence, virginity, nothingness, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, goodness, marriage, cold, clinical, sterility BLACK Power, sophistication, formality, elegance, wealth, mystery, fear, evil, anonymity, unhappiness, depth, style, sad, remorse, anger, underground, technical, grief, death

LIGHTING & LIGHTING PRINCIPLES

     

ONE POINT LIGHTING TWO POINT LIGHTING THREE POINT LIGHTING FOUR POINT LIGHTING NATURAL LIGHT PORTRAIT LIGHTING

One point lighting

Two point lighting

Three point lighting

portrait lighting principles

Types of portrait lighting principles:  Split lighting  Loop lighting  Rembrandt lighting  Butterfly lighting

Split lighting Split lighting gives more of a masculine pattern. applicable on men than it is for women.

Loop lighting Good lighting setup for people with oval shaped faces

Rembrandt lighting Rembrandt’s triangle

Active

PASSIVE

Butterfly lighting glamour

OUTCOMES

Outcomes       

Makes visibility of the Concept. Tells about the Story. Builds Interest and Excitement . Builds a Sense of Make Believe. Arresting Memorability & Retention. Relation and Aspiration. Builds Relatibility.

Role of Fashion Photography In Branding Today

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