To the average person, commercial and advertising photography may seem like the same thing. However, they are considerably different as they are used in different scenarios. While both focus on helping you market your business, you need to understand which service to choose based on your needs.
Below, we go through both types of photography and explain when you should use them:
What is the difference between commercial photography and advertising photography?
The best way to differentiate between these two forms of photography is by looking at the intent behind them.
Both commercial and advertising photography will focus on marketing products for your business. The key difference is in how they do this and the type of consumer they’re aimed at.
Commercial photography is largely aimed at consumers that are already interested in buying your products. They have visited your website and are browsing through your options. Here, you use commercial photography to capture your product in the best possible setting. You’re showing it off in all its glory, convincing the viewer to make the purchase. The consumer has already made it along the buyer’s journey, but your commercial photography is there to really sell the product to them.
Advertising photography differs significantly. Here, you’re targeting consumers that haven’t started the buyer’s journey. Advertising photography is typically seen on billboards, in magazines, or via online ads. The intent is to grab people’s attention and be a more obvious advert. It tends to be more thought out and put together, creating a very specific scene that tries to sell your product to the consumer. You want people to take notice of the image and sell them an idea or story. They should walk away feeling that they need to learn more and look into your business/product.
So, as a brief summary, advertising photography is all about drawing consumers in and convincing them to learn more. Commercial photography is more about showing off the product in the best way possible to get someone that’s already interested to buy it.
Why should you choose commercial photography?
You should choose commercial photography for your website or product catalogues. This type of photography is essential to really push potential customers over the edge. Consumers rely on good media to help them make purchases. If you have good commercial photography that showcases your products and makes them look brilliant, more people will buy them.
You need to use this type of photography to really capture the essence of your products. People should view them and feel as though they need to buy what you’re offering. It’s a way of ensuring that you convert as many of your leads as possible. The people that see commercial photography will already be interested in your brand and what you have to offer.
Why should you choose advertising photography?
At the same time, you need advertising photography to develop advertising campaigns. These photos will go in magazines or form posters and billboard adverts. You need this type of photography to convince consumers that they need to buy something or learn more.
Often, advertising photography is where you create a first impression with consumers. Someone sees your advert somewhere and instantly gets intrigued. They’re drawn in by the image and the story you’re selling, feeling the urge to learn more. As a result, they visit your website – and this is where your commercial photography kicks in to pull them over the line and create a sales opportunity.
In the modern world, advertising photography has taken on more importance due to the rise in online and social media adverts. You need great photography to sell things to the online audience and draw them in. An excellent piece of advertising photography can be all it takes for someone to click on your online advert and visit your website.
Summary: Both types of photography are needed
In summary, your business requires both advertising and commercial photography. Think of advertising photography as stage one in the marketing process. This draws people in, it grabs their attention. Commercial photography is the next stage; it reinforces someone’s need to buy something and shows them how great the product is.
Of course, you need a good commercial photographer to ensure you get the desired results. Don’t take your own photographs as there is an art to creating the best business photos to see the best outcomes.
If you’re interested in learning more, contact us today.
