I want to talk a little about how colors affect mood in a fashion photograph.  Oftentimes I see that photographers over look this fact and it is very easy to over look.  Your wardrobe stylist should not over look this however, as fashion photographer we must also be aware because ultimately we take the blame and also take the praise no matter what.

Now I’m not talking about the color of the photograph.  For example if the photo has a blue tint or a sepia tint or a red tint etc.  I am talking about the clothing that your model is going to be wearing for the shoot.  I am also talking  about the color of the make up, the shades of make up, the colors of the accessories, shoes, scarves, jewelry, earrings etc.

So when you are choosing the clothes and accessories for your shoot you must keep in mind the theme of your shoot and what emotions you want to convey.

For example: the color BLUE = patience, trust and wisdom

Green = calm, soothing, and refreshing

Red = power, strength and passion

Yellow = warmth, happiness, and optimism

Orange = confidence, creativity, and cheerfulness

Black and white = elegant, sophisticated and classic.  I think the color gray falls into this category as well  

Look at advertisements you see all around.  Take notice of the color scheme in the shot.  And if you are using props these guidelines also apply.   If you are going to shoot an advertisement for Target Spring collection, you certainly are not going to dress the model in black clothing or shoot the ad on black asphalt under a cloudy ominous sky. Your fashion model will be wearing the colors of Spring which say to the viewer fun, happiness, optimism, cheerfulness.

No, you’re going to shoot with green grass, yellow outfits , orange accessories or vice versa.  Maybe some red balloons etc.

If you have an assignment to shoot a famous football player drinking a refreshing sports drink even your lighting scheme comes into play as well as any props.  The main colors will be green, Orange and red.  Green for the refreshing sports drink, orange for the confidence of the football player and red for the power and strength a football player represents.

These are guidelines not exactly rules.  Every situation is different.  I just wanted to point out that color scheme plays a huge  role in the making of a photograph whether it be an advertisement or an editorial or even a catalog.  Don’t over look anything.   Remember to observe everything around you and take note of why that photograph works.

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Not far from Los Angeles is Agoura Hills.  Very few fashion photographers make their home here.   A beautiful rural town with green rolling hills and a pioneering spirit embedded in the locals that have lived there since the towns inception.
When I look at this shot I feel something good and warm.  The model’s face isn’t even toward the camera however, just by her body position, the tilting of her head and hair flowing back closing her eyes enjoying the sun she evokes a feeling of being free, young, and happy.  What is interesting about this shot is it happened by accident.  It was VERY windy and cold so the model closed her eyes and dropped her head back to get warm from the sun.  I clicked the shutter and thought that it would be a trashed shot.  When I looked at it on my monitor at home I was stunned.  The green hills, yellow flowers and blue sky together with the blanket and Ugh boots just makes this photo come together.

Your model does not always have to be looking at the camera.  Remember as I have said before that a photo that evokes an emotion is a successful photo.  Even if something technically went wrong that just cannot be fixed in Photoshop it doesn’t matter.  As humans we FEEL.  We crave FEELING.  Your most successful advertising photos ooze emotion which in turn penetrates us inside our hearts causing us to go purchase that product.

On the technical side, I faced the model into the sun on purpose knowing the viewer would only see the right side of her face.  I filled the slight shadow with my Metz 54z on camera flash at a very low power setting just to add a little pop to bring out the colors of the blanket and green grass. Out of all the shots where she was looking at the camera, this one where she was not looking at the camera was the one that “hit” me right away.   I will be happy to discuss camera settings, flash settings etc.  **PLEASE ASK OR COMMENT **

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Tags: advertising photos, agoura hills, camera flash, camera settings, colors, emotion, fashion photographers, green grass, metz, shutter, successful advertising, yellow flowers

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