My Scholars' study this year is based on photography, the mechanics & techniques used by a photographer, the interaction between the photographer, subject and viewer of the photograph and the psychology of photography. I am interested also in the relationship of photography to advertising and marketing and I look briefly at what people see in a photograph and the emotions they evoke.
Why do we take photos? Is it how we express our creativity, is it to capture a moment in time or is just the way we make a living?
Photography is about Psychology as it can tell as much about the photographer as their subject. No two photographs are the same, even if they are taken of the same subject, because photography is a personal thing. Photographs are about emotions and perceptions, creativity, and they can evoke feelings and inspire people.
We appreciate a great photograph not only because of its subject, but also because of how the photographer shot it. The technique used in playing with composition, lighting and angle has an impact on the effect that a photograph ultimately has on an audience.
In terms of the commercial application of photography, it would be a widely held view that photography is the most important element of an advertising campaign. Copywriters can produce thousands of words to describe an organisation or a product, but it is really the images that catch the attention of the viewer. The brain will process images in milliseconds, yet take much longer to read words. Marketing professionals know that the images are the last thing consumers remember after turning a page. The photographer relies on psychology to provide the message that the advertiser wishes to convey.
Acknowledgements The Scholars’ Program provides us with the opportunity to research an area of interest independently to create a project of interest. I would like to thank my mentor, Dr Birse, and also Drs Drinkwater & Matters for their support and guidance.