If you have read my newsletter, you
have heard my spiel, on style, and I apologize for some repetition here. But,
really I think it bears repeating. I was recently chatting with someone from
deep inside the editorial and magazine world, and we touched upon the
importance of styling when creating photography of interior design. When we
capture your interior design in two-dimension, we are creating a new piece of art in our documentation of
your art.
In creating that 2D art, within
this context, two of the most important aspects to think about, are styling and
framing. We don’t have to frame the image to capture all of what you have designed, but should rather frame to showcase
aspects of your design in a powerful way. This will have
more impact than a photo that simply gets the whole room. The instinct of many
designers when they are thinking about what they want to have photographed is
to “get it all” or, to “show the whole context of the space”. Yet, I have
always maintained, that when you try to capture too much, you end up focusing on
nothing at all. Yes, we want to see an overall, as an illustration of the room
or space, but sometimes it is better to hone in on a corner, or 2/3rds of
a space rather than make sure we get the whole thing. With my art, I want to bring attention to the
choice of fabric, juxtaposition of materials, selection of lighting, scale, and
texture. Those are all facets of your design and branding, which are important
to bring to the forefront. These can be showcased in a more focused image
rather than one, which captures all of the “cabinet layout” or floor plan.
I have found that even though you
are a designer, and can make pattern, colour, furniture, and drafting decisions
with confidence, in the blink of an eye, this does not always translate into
styling the space for photography. It does seem to be a skill that some enjoy,
and have a natural knack for, while others struggle and sometimes ignore all
together. However, a space without styling is so often cold, stark, and
uninviting. The styling ingredients, create points of interest, add warmth,
and layers of texture, which entice the eye. They don’t have to get in the way of the design, but can be
thought of as an extension of the design, which follow the same rules of
balance, symmetry, and asymmetry, pulling it all together to tell a richer and
fuller story.
If you do ever need a styling
expert for your next photography project, feel free to ask me for some names
from my database. My styling friends and I would be more than happy to help you
elevate your branding and pitch to the next level.
