Originally written for the design-build community on BLDUP.com, April 2020.
AIC Health Sciences Building by Phase Zero Design © Joseph Ferraro
Early on, we see how important the communication of a new project's design intentions are, through publicizing plans, drawings, and renderings. Choosing angles, being decisive with the surrounding elements, and featuring the design in the best light, are all intentions that architects, designers, developers, renderers, and builders shouldn't take lightly. We expect each project to be a marketable and tangible piece of design. By telling a good story about what could be, sites can pull permits, investors write checks, and communities sign-on to new ideas about what their surrounding world will become. But, effective visual communication should not stop at the design phase.
It's important to remember that the product you're selling is not only the physical site or the end project but also the technical and practical solutions that were implemented by everyone involved in the project. When considering how to communicate the progress of a project or the completed build, photography is the most reliable way to present your hard work to future clients and future tenants. It's become more convenient these days to grab a few progress shots of a project with our smartphone, and we see many finished projects done the same way. And, while the technology that powers our pocket-sized cameras is improving year-after-year, the ability to press the shutter button at just the right time and from just the right vantage point has not changed. That said, there are plenty of tools, apps, and tips that will guide you to produce images of your work and communicate how proud you are of your projects, no matter the equipment at your disposal.
If, by the end of this article, you would like to ask me any questions, please consider visiting my website (www.josephferraro.com) and give me a call.
Describe the Setting
When we decide to photograph the exterior of a project, the human instinct to tell a story kicks in. Just like any good story, the location is just as important as how the project looks. A project's setting is unique, and where a building stands tells a lot about the intentions behind the design.
Exchange Place, Congress Street, Boston, MA for Boston Urban Partners © Joseph Ferraro
1) When composing your overall shot, it is essential to include common, recognizable elements and surroundings to communicate the scale and purpose of the site.
2) The inclusion or exclusion of active people should also be a decision worth considering, as there is possibly no more significant attraction to a viewer than the presence of life in a photograph.
Viewers use other people in images as surrogates in interacting with the image more inclusively.
Though many photographers will tell you to avoid the middle of the day when the sun is at its highest, only the building will reveal how to present itself best. The light that falls from the sky will contour a structure differently at different times of the day and in different weather. But, as a general rule:
3) Avoid long shadows that distract from the design and steering clear of a flat, overcast day, is an excellent place to start.
The hours before and after sunrise and the hours before and after sunset are called "magic hour," "blue hour," and "golden hour" (or butter-hour), for a good reason. Outdoor environments and buildings do tend to present themselves best in these dreamlike, naturally cinematic lighting conditions. What is more important is that the light available to you not be ignored and at least highly considered when and from where you take your photographs.
Nouria Energy, Logan Airport for Phase Zero Design © Joseph Ferraro
West Main Marketplace, Hopkinton, MA for Applied Form & Space Architects © Joseph Ferraro
From Another’s Perspective
Being intimately involved with a project can be a bit blinding to how someone else who has never experienced it before will react, interact, and turn their experience into a story for others.
1) Try experimenting with viewpoints and consider the point of view of someone approaching from a direction that isn't explicitly implied.
Community Pavilion at the Peabody Essex Museum, Salem, MA for designLab © Joseph Ferraro
2) A unique perspective is useful in describing the setting of the building and often leads to exciting detail shots or vignettes.
Museum of African American History on Nantucket, MA for the National Trust of Historic Preservation © Joseph Ferraro
On the subject of viewpoints, here's another thing to keep in mind:
3) No matter how sophisticated the equipment you are using, keeping the camera level will create a more natural viewing experience.
The camera lens only delivers the information, just as our eyes do. But, our eyes are far more advanced than any technology on the market. Our brain can fill in information from our periphery and provides context, and lines along virtually any perspective never converge. But, a camera records a two-dimensional image, bound by the coverage of the lens. So, anything outside of your image won’t help viewers understand what you’re trying to say.
Now, I do come from a background of photography routed in being technically correct with my camera, and historically the vast majority of architectural photography is done in perfect perspective. It all comes down to your intention and ability, whether that ability is personally limited or technically limited. I believe we expect a looser approach to progress photos as compared to finished photography. But, a level camera will get you one step closer to a more enjoyable photographic experience.
Previsualization and the Edit
Now that you've chosen a few excellent angles and perspectives, and determined the best time of day and what supporting elements or surroundings to include, that final image will more than likely need a little touching up to make it look its best. That isn't to say that some photos don't look great straight out of a camera - it is possible to get those settings right in camera or for automatic adjustments made by most point and shoots to balance the scene correctly. But, understanding what your finished photo will say about your project is critical to consider before sending off that updated post.
Here are some examples of what to look out for when you begin photographing, to prepare you for the finished image.
1) Take care to prevent overblown skies with no detail in the clouds or no visible color in your highlights.
2) Address dark areas that render almost black and with no detail in your shadows.
There are technical limitations to most cameras, all cameras really, depending on what your goals are. What's important to remember is that it is generally harder to recover blown-out highlights than it is to improve information in your shadows. So, err on the side of protecting your highlights and bring back your shadows in post, whenever possible.
3) Be aware of a slightly magenta or green white balance that tints the whole image. A cool or warm image is acceptable if it fits your aesthetic.
4) And, if you want to correct the perspective and fix any keystoning in your image in editing, keep your camera level.
Before taking a shot, at the very least, consider these pieces of information before sharing your work with the public. Of course, if the image looks "good enough" and you're complacent with your results due to the extent of your abilities, then no one's going to criticize your efforts. But, if you've read this far, I'm guessing you want to do better.
Spending some time learning photo editing software will allow you to figure out how best to use your camera - and that goes for software on your computer and photo editing apps on your phone. Most of the time, the solution is not to spend more money on a new camera or that sweet, new three-lens smartphone. Understanding your tools and how they perform will yield the best results and, more often than not, will produce images a new camera would have no easier time creating.
Chase Bank, Downtown Crossing for Boston Urban Partners © Joseph Ferraro
Gear Up
If you are searching for that shiny new piece of equipment, remember the answer to your problems will not lie in spending as much money as you can. There are great cameras - there's one in your pocket already - in every price range. Seriously, I saw a point and shoot with a 200x zoom that is capable of great colors and produces sharp images for under $400. At the other end of the scale, you can break the bank on a new $50,000 Phase One system and still need to go shopping for lenses to go with it. Just remember, both of these and anything in between will make images that fit on a website and will print up nicely in a magazine, and at the least common denominator, make good looking prints for your office hallway.
In my opinion,
1) Use the equipment you already have at your disposal, and if you learn to produce images you're proud of, then consider that a success.
2) Buy a new camera only if that new camera will advance your skills and provide features missing from your current equipment that will make things easier for your workflow.
Investing in camera gear should never be taken lightly, and although a camera could easily last you ten years, you'll probably be shopping much sooner for a new one, that's a reality. Manufacturers know what we want before we do. Just remember that if you purchase a camera with interchangeable lenses, those lenses will more than likely outlast every camera you own in your life if they're cared for properly.
3) If you're in the market for a new camera or you're not interested in buying something right now, but you want to see what is possible, renting a camera is a straightforward process and more accessible than ever.
Rentals can come with insurance coverage and ship to you in hard, protective cases. Most rentals begin with a three-day minimum. Though, rentals can be in your possession for up to a month or longer, depending on their availability.
I encourage everyone to support our local rental houses, Lens Pro to Go (Concord, MA) and Boston Photo Rental (Somerville, MA).
On The Horizon
Storytelling is an instinctual and necessary part of human existence. It is what communicates and perpetuates our principles and provides a backdrop for the machine that runs our economy. People expect the construction of new buildings and they are interested in telling others about them. Since it's your business to design, build, and lease or sell those buildings and the spaces within them, the story must start with you. So long as you're interested in people identifying your work with you, it's important to remember to consider your audience and be patient with your methods of communication. And, if it's just too much to take on, know that photographers just like me are here for you and are willing to be partners in communicating your designs to the public and your next client.
With many years of experience, making clean, commercial imagery is my top priority. Being a sustainable member of this great design-build community here in Boston is my next priority, and that begins with sharing my knowledge and making the last step in your design process an enjoyable and fun experience. Please feel free to reach out with any questions or comments at hello@josephferraro.com or 617-335-8925.