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How to Connect with Your Customers Through Photography

July 22, 2020 | Published by Faire

With people practicing social distancing around the world, the ability to connect with your customers may feel like a challenge — but it’s also more important than ever. People want to feel connected to one another during this unpredictable period. As an artist or designer, you have the unique ability to bring people together over a shared appreciation for your craft, your products, your values, or your brand’s story. Today, we’re looking at ways to forge this connection with your customers through the medium of photography. 

Set the stage

Whether you have a professional camera or an iPhone, you can create great brand images that will resonate with your customers — all on your own! To get started, you’ll want to ensure you have the best conditions possible to shoot your images. The most important consideration? Light. 

Lots of diffused light is ideal for your photoshoot. If your studio or workspace gets good natural light, choose a bright yet overcast day for taking photos. The clouds will help spread light evenly and reduce shadows. If you don’t have enough natural light in your space for decent images, you can also buy an inexpensive softbox lighting kit (which will produce the same effect) online.

Build your shot list

This won’t be the first time someone has told you that great photography is important to building your brand, particularly online. But let’s dive in a little deeper — what are the shots you really need?

  • Lifestyle. Lifestyle photography should show your products in use or in a setting that brings life to your products. If you make ceramics, consider a table set with your dinnerware. If you create stationery, you might choose a flat lay on a clean surface. What should you avoid in lifestyle shots? Too many products in your shot will look busy and cluttered. Less is more. 
  • Process. Buyers love to see the way things are made, particularly if you make or design your products by hand. Work-in-progress photos are a great addition to your brand marketing. Plus, any images of you (selfies are okay!) in your workspace or studio will emphasize the human touch behind your brand.  
  • Your team. Who are the movers and shakers behind your line? Shots of your team hard at work, whether from their respective homes or wearing masks in the studio, can be a great way to bring your customers closer to your brand.
  • Your story. Why do you make your products? Maybe you’re inspired by a particular art movement, or you’re a husband-and-wife duo, or you developed an organic alternative to a product your kids love. Whatever the story may be, try to translate it into images. Your customers will enjoy a deeper connection with your products the more they understand your mission.

Share strategically

Now that you have a collection of images, you can plan how you’d like to use them across your website, marketing materials, and social channels. As people are turning more toward social and email to stay in touch while they are physically apart, you can use your brand photographs to connect with them. Share an image of your team on Instagram and let your customers know we’re all in this together. Craft a newsletter where you share behind-the-scenes photos to bring your brand to life.

At Faire, we’re always interested in seeing great imagery from our customers. If you have photographs you’d like to share with us for our social media and marketing purposes, please email social@faire.com.

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