Create a color balance
Warm colors are usually blends of orange, red, yellow. These colors comfort each other psychologically and are viewed as comforting and inviting. They are also linked to things like hunger. Famous brands that use warm colors, including red, in their marketing are Coca Cola, McDonald’s and Wendy’s.
Cool colors are blends of green, blue, and magenta and are associated with calmness, refreshment, and wisdom. Neutrals, including white, silver and gray are in this category. Hospitals often use a cool color palette in their branding. Social media giants, Facebook and Twitter both have blue logos, Starbucks uses green and Apple uses neutrals.
Select a visual appealing background
Your entire photograph matters. This includes the background.
Less is more when it comes to an effective background. If your focus is a product or person, the concentration should be on that, not what is happening in the background…that is unless this is part of your marketing strategy. A plain, neutral backdrop is an ideal situation for a staged photo. If you are outside, the sky or long fence, for example, will provide an effective background.
Instead of taking the picture up close and personal, especially when taking a photo of people, create some distance between the background and the subject to give the effect of dimension. This will also create a blurred effect in the background, which is visually appealing. Another idea is to zoom in on the product or part of the product so nearly all the background is cropped out of the photo, eliminating any distractions. This is great for product photos.
Get to know your light
The amount of light you use in your photography is essential in creating a mood or personality. When you are inside a studio, for example, you can experiment with lighting fixtures that feature a variety of light levels, flash lighting and other manipulations to get the right look.
There are amazing tools on the market today to help you get the perfect light for your shot. Lighting allows you to create soft shadows, brilliant colors, moody effects and more. This takes practice and as you become familiar with what works, it gets easier over time. If you are taking photos outside, natural lighting is your friend. The time of day will provide different amounts of light for you to experiment with and master. For example, it is best to position your product or model towards natural light. If a person is your model, pose them away from looking into the sunlight. It will cause them to squint and possible unwanted shadows.