How to shoot advertising photography, advertising photography

Photography is a creative work, which often reflects the photographer's personality and style, and is also related to the success or failure of a work.

Let me talk about six factors that describe light: luminosity, light quality, light level, light type, light ratio and light color.

I. Luminosity

Brightness is the most basic factor of light, and it is the general name of the luminous intensity of light source and the brightness of light on the surface of an object. Brightness is directly related to exposure, but it also indirectly affects the depth of field and the clarity and blur of moving objects.

Two. Light quality

Light quality refers to the soft and hard properties of light. It simply means that the shadows produced by light are clear and thick, with sharp outline and strong contrast; The so-called softness means that the shadows produced by light are soft and inconspicuous, the outline is gradually changed, and the contrast is weak. Strong light has obvious directionality, which can make the subject have sharp contrast between light and shade and contribute to the expression of texture. Strong light often gives people a sense of fortitude and vitality; Soft light has no obvious directionality. It is suitable for reflecting the shape and color of objects, but it is not good at expressing the texture details of objects. Soft light often gives people a soft and delicate feeling.

The hardness of light quality is related to the size of the light source and the distance from the subject. Small and far point light sources will produce obvious hard light effects, such as spotlights, small flashlights and direct sunlight. Large and close surface light sources are easy to produce soft light effects, such as blocking light sources in a large area and covering the sky with thin clouds.

The soft and hard properties of light can sometimes be changed. A piece of diffusing material, such as sulfuric acid paper, is placed between a hard light source and the object, which can emit soft light illumination. The larger the diffuse subject is, the softer the lighting effect is closer to the subject.

Three. Optical level

Brightness refers to the position of the light source relative to the object. The light level in photography determines the bright and dark position of the subject, and also affects the texture and shape of the subject. The light levels can be varied, but when the subject and plane are relatively fixed, the light levels can be divided into six types: front light, side light, back light, top light, bottom light and scattered light.

Front lighting

Directional light, also called frontal light, illuminates an object from the front. The biggest feature of daylight lighting is that the subject receives light evenly and the color is really saturated, but it lacks a sense of space and three-dimensionality, which is not conducive to the performance of the subject's somatosensory feeling, and also makes the subject's light and shade change little, which is easy to produce gray tones.

Side lamp

Side light refers to the light irradiated from the oblique side of the subject, which is usually oriented as front light, front light and backlight.

A. Front side light refers to the front side light of 45 degrees. It is a very common light level, which will make the convex part of the subject have shadows, and with the contrast between light and dark, it has a strong three-dimensional effect.

B. Positive light is a light level of 90 degrees. The light on the front side produces a stronger contrast between light and shade than the light on the front side, which shows the surface texture and three-dimensional sense of the object well.

C. Backlight, also called side backlight, comes from the back of the object. Its biggest feature is that the main body produces a bright outline in front of the dark background, which separates the main body from the background and has a good three-dimensional sense and space sense.

Backlighting

Backlight refers to the light irradiated from the back of the subject. First of all, it makes the main body produce a bright outline and has a good three-dimensional effect. Secondly, backlight will make the subject and its environment have a good sense of space. Third, backlighting will make translucent objects such as petals have a good texture, and these objects are inconspicuous under backlighting. It also has some shortcomings, mainly because the front details of the main body are difficult to express, and it is generally improved by front fill light.

top light

The top light is the light from directly above the main body, such as the noon sun. It is rarely used in normal photography unless there are special effects or alternative photography.

Bottom lamp

The bottom light comes from below the subject and is rarely used in photography. It is generally used in commodity photography and portrait photography. Weak light is often used in the translucent background of small commodities to render a certain atmosphere or artistic conception when taking pictures of commodities. In portraits, the horrible and bizarre effects produced by the bottom light are often used to vilify characters.

Scattered light

Scattered light has no certain directionality, for example, light on cloudy days is scattered light. In terms of light quality, it is soft and soft, and it is difficult for the main body to produce sharp contrast. Scattered light can be used to take some high-value photos, but if it is not well controlled, it is easy to make the picture tone gray.