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William Penworthy's Articles in Advertising

  • Product Photography: How Product Photographers Turn Pictures Into Messages
    Product photography is about far more than just photographing products. Product photographers have a range of skills, experience and access to facilities which ensure that product photography is used to sell products, not merely record them for posterity.
  • Commercial Photography - It's Not Just About Pictures
    It's too easy to assume that a photograph is just a photograph, and that an image of a product is just that. To assume that customers just want a rough idea of what the product looks like is to seriously underestimate and misunderstand the whole business of commercial photography.
  • Do Catalogue Photo Photographers Have The Best Job In The World?
    There just isn't any such thing as a near miss in catalogue photography, and experienced catalogue photo photographers know this, which is why they make sure every image is not just worth a thousand words, but a thousand sales.
  • Why Graphic Design, Norfolk, Is Both Graphic And Designed
    A picture may paint a thousand words, but a corporate logo or brand image must convey those thousand words in a split second, otherwise, the whole message is lost. But for graphic design, Norfolk based team Special Design know that it isn't about graphics alone.
  • Brochure Photo Photographers And The Second Glance Rule
    From the lighting to the props, from the background to the scenery, from the models to the digital image manipulation, a picture may paint a thousand words, but brochure photo photographers can turn those thousand words into the best sales pitch you ever made. Find out how brochure photo photographers can help you take advantage of the Second Glance Rule.
  • Effective Advertising Photography: Success In 1/100th Of A Second
    Advertising photography means placing your business in front of the world for the one hundredth of a second it takes the shutter to close; it makes sense to make the most of that time.
  • How Photo Retouching Uses Human Evolution To Market Products More Effectively
    Marketers have got into your genetic code - and are using millions of years of evolution to market more effectively! Learn how photo retouching and professional image retouching is helping businesses sell more, and what this has to do with your ancestors.
  • How To Use Catalogue Photography To Create The Perfect Sales Pitch
    Don't approach the subject of catalogue photography without the utmost caution. As studies have revealed, your product photography and marketing images have a lot to say, say it quickly, and in a way that makes a very significant impact. But it's very easy to let your catalogue photography start speaking for itself, and it won't be a successful sales pitch your customers will be hearing.
  • Is It Time For A Creative Consultancy To Give Your Flabby Business A Workout?
    A good creative consultancy is a little like getting a personal trainer for your business. If you're starting to notice your business getting a little flabby, somewhat shapeless and lacking in the looks department, then it may be time to get some creative consultants to give it a good workout.
  • What Makes Brochure Photography Different From Any Other Kind Of Image?
    It's vitally important to appreciate that brochure photography demands an entirely different approach from creating web based or screen based advertising and promotion. Taking advantage of the skills and experience of brochure photo photographers is critical, and for reasons that are both very obvious, yet all too often overlooked.
  • Looking For Innovative Graphic Design? Norfolk Has A Team Ready To Listen
    When it comes to innovative graphic design, Norfolk has a team of creative consultants who are demonstrating that often it's a matter of perspective, and that branding, re-branding and marketing businesses is more about listening than about telling.
  • The Tricky World Of Advertising Photography
    Advertising photography needs to combine a number of skills and specialities, bringing together arts, sciences and even human psychology. But how do advertising photographers create images which look deceptively simple, yet can successfully rocket sales figures?
  • Commercial Photography And The Forgotten Form Of Communication
    Commercial photography is not all about just taking photographs of products. An experienced creative commercial photographer can tap in to a form of communication which we are all subconsciously expert at using, yet which we rarely even consider.

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