Along with technological progress, the world of brand communication has changed drastically in recent years. Alongside economic processes, one of the driving forces behind this change is visual aesthetics. As our political and interpersonal worldviews change, so does our view of what we perceive as beautiful. In this context, a brand shoot, i.e. photographing brands, presents me with challenges.
Visual content is no longer just an adornment, but a key component in shaping the brand image and creating a strong connection with the target audience. As a photographer, I have to follow the trends in brand photography closely - so here are my thoughts on what we can expect in the world of branding in 2024!
What exactly is a brand shoot?
By “brand shoot” we mean a targeted process in photography in which the main aim is to visually represent and strengthen the image of a brand. This involves not only staging products, but also creating a holistic visual identity that embodies the values and messages of a brand. This includes the products, services, users and the company team itself.
However, the continuous increase in visual content in social media, on websites and in the entire digital landscape means that more and more video material is now being used alongside photos. If you only find static images on a fashion website today, it almost seems a bit old-fashioned. A sign of the urgency to follow current trends in brand photography.
Current trends in brand photography 2024
Brand photography is subject to constant change, influenced by cultural developments, design trends and, of course, user behaviour. Political developments and social trends are also reflected in the way brands present their products. In order to maintain an effective visual presence, it is essential to adapt to current trends in addition to the framework of your own brand identity in terms of colour, logos and style - a real balancing act in photography!
Colour palettes and styles
The choice of colours and photographic style play a central role in the visual identity of a brand. Across industries, there are certain colour trends that are particularly popular in brand photography. From bold, expressive colours to understated, minimalist palettes, each colour choice creates a specific emotional resonance with the viewer. In spring and summer 2024, the message from Fashion Week in New York and London is that we can look forward to colourful and positive pastel shades in fashion. The backgrounds and settings of brand photography will naturally adapt to these palettes.
In addition to the colours, the photographic style is also becoming increasingly important in brand shoots. Innovative design and creative visual concepts characterise modern brand images. From experimental approaches to unique staging, successful brands are increasingly focussing on visual originality to stand out from the crowd. In 2024, we will see more of unusual perspectives that show models from the bottom up, for example.
Authenticity and emotionality
A striking trend in brand photography is the transition from posed, staged images to authentic moments. Consumers are looking less for the perfect face or the perfect body and more for real stories of real people. Images that evoke emotions and tell stories by suggesting interpersonal connections create a deeper connection between brand and target group. Authentic depictions of people, products and experiences characterise the modern brand shoot and lend images greater credibility. We can certainly look forward to even more individualised campaigns this year.
Diversity and inclusivity
The demand for diversity and inclusivity, particularly in light of the LGBTQ movement, is increasingly reflected in brand photography. Brands are increasingly focussing on representing a wide range of people in their images. The positive response to inclusive brand imagery shows that diversity is not just an ethical obligation, but a business imperative. Inclusivity in brand photography means that people of different backgrounds and identities are reflected in the images, which will lead to a stronger identification with the brand in society without restrictions of social class and country of origin.
While in 2020 it was mainly very slim models in front of the camera, the trend is increasingly focussing on a wide range of human body shapes. Fashion and advertising are beginning to portray humanity as diverse as it is: curvy, slim, tall and short, with all different skin and eye colours. In female fashion in particular, so-called "problem areas" are finally being de-tabooed and accepted as a fundamental, naturally beautiful part of the female body.
Continuation of the trend
The trend in brand photography has been moving in this direction for years and 2024 will be another year in which old ideals of beauty will be broken down, allowing more inclusivity in the fashion world. While the clean girl look without make-up and with radiantly clear skin was still the order of the day in 2023, we can look forward to even more authentic portrayals in the beauty industry in 2024. This also includes small imperfections in the skin that everyone has, but which have not yet been shown in marketing.
The dynamic development in colour palettes, styles, the emphasis on authenticity and the demand for diversity is shaping current trends in brand photography and has a significant influence on the perception and acceptance of brands by their target groups. Rapid advances in technology have also revolutionised not only the way we communicate, but also brand photography itself. New technologies are opening up exciting possibilities for creating visual content and interacting with target groups - naturally another point that will accompany us as trendsetters in 2024.
Use of AI and image processing
The integration of artificial intelligence (AI) into brand photography has led to automated processes with impressive image quality. Automated image editing tools such as Midjourney or Leonardo use algorithms to improve image quality, make colour corrections and optimise overall aesthetics. This not only enables more efficient production of image material, but also a consistent visual identity across different platforms.
Some of the AI tools are already able to create all campaigns based on a few facial specifications, from unique filters to personalised effects. This allows brands to create their visual presence in an innovative and personalised way. For me as a photographer, this technology should be a threat - but I know that no machine can replace human collaboration and communication. If we photographers have to work with AI in the future, technology will not be able to replace us.
Interactive brand photography
In addition to video games and cinema films, the world of brand photography is also increasingly moving into the realm of interactivity. 360-degree photography allows viewers to see a product or scene from all angles: We can already see some of this on the well-known online shopping site ASOS, for example. This immersive experience not only creates an impressive visual experience, but also enables detailed viewing of products in order to make a more informed purchasing decision.
The use of augmented reality (AR) in brand photography opens up a whole new dimension. Brands can integrate digital elements into their images that allow consumers to experience products in their own homes before purchasing them, for example furniture, pictures and furnishings. This innovative combination of reality and digital elements creates an interactive experience that encourages purchasing decisions and reduces the cost of returns.
Technological innovations in brand photography not only offer more efficient work processes, but also open up creative horizons that were previously unthinkable. The fusion of AI, image processing and interactive elements takes visual communication for brands to a whole new level. Sensape has developed its very own artificial intelligence for this purpose, which, together with augmented reality, skilfully showcases brands and thus promotes customer loyalty in real-time interaction.
The practical application of brand photography becomes particularly tangible when we look at successful examples from the world of brand communication. These case studies offer insights into the effective implementation of visual strategies and provide inspiration for brands looking to strengthen their own visual identity.
Case studies of well-known brands
1. Nike: Storytelling through sports photography
Nike has established itself as a pioneer in the field of sports photography. The images not only tell of products, but also of positive and negative success stories relating to sport. Through powerful images that show athletes in action, Nike creates an emotional connection with the target group and firmly anchors the brand in the context of sport. The trends here are primarily moving in the direction of sustainability, with old shoes and items of clothing being recycled. Nike also features models from a wide range of clothing sizes in fresh, bright colours.
2. Apple: Minimalist aesthetics in product photos
Apple's minimalist product photography is a prime example of visual clarity. Through simple, clean lines and shapes in the composition of product and packaging, Apple not only emphasises the functions of its products, but also creates an aesthetic appeal. Visual consistency in product images helps to reinforce Apple's image as an innovative and stylish company. In particular, we see great progress towards AI and VR in 2024, with the Apple Vision Pro taking virtual reality away from pure gaming and towards broader applications such as education and coworking. How could it be otherwise, many of the pure product images here are AI-generated, with the photographic style of images with models adapting to the clear visual language.
3. Patagonia: naturalistic depiction of adventures
Patagonia uses brand photography to create an authentic connection to nature and outdoor adventures. Through images of adventurers in breathtaking landscapes, the brand not only conveys the quality of its outdoor products, but also emphasises its commitment to environmental protection and the preservation of nature. In the brand photography, this sustainability factor is deliberately emphasised by photographing the effects of global environmental pollution.
Future outlook: Expected developments in brand shootings
As we can see, brand photography is subject to continuous change, driven by technological advances, social changes and evolving aesthetic preferences. A look into the future reveals promising developments and potential trends that could shape brand photography in the coming years.
Sustainable brand photography
Patagonia as a pioneer shows us that the trend towards sustainability is far from having reached its peak. In a world that is increasingly concerned with environmental awareness, the importance of sustainable brand photography will grow. Natural environments, natural models and unembellished images of our environment will become more prevalent in photography. Brands will increasingly focus on environmentally friendly practices, be it in the selection of image motifs, the use of resource-saving production techniques or the emphasis on sustainability in the caption.
Integration of virtual reality in brand shoots
AI, VR and AR are still a long way from being fully developed. With the advancement of virtual reality technology, the integration of VR into brand photography will reach a new dimension. Consumers may be able to experience branded products in a virtual environment before they buy them. This immersive experience opens up unique opportunities for brands to present their products in an engaging way.
A look into the future of brand photography shows that the industry is facing exciting changes. By combining technology, sustainability and a clear focus on the human experience, brands can continue to build a strong visual presence to communicate messages effectively.
As a photographer, I also have to deal with the developments in brand photography for every brand shoot with my clients. In addition to photography itself, we have also learnt the techniques of videography over the years and offer professional drone photography as a supplement to brand shoots for private and corporate clients.
In keeping with the spirit of the times, I have also developed further in the direction of UGC content creation. Who knows what influence virtual reality & co. will have on my work in the field of brand shooting in the future - I'm definitely excited to see what developments will bring in 2024.
If you are interested in a brand shoot for yourself or your brand, then I look forward to receiving your enquiry. You are welcome to use the contact form or book a telephone appointment in the calendar. I look forward to realising your project.
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