Spot the Difference

I came across a couple of images on Instagram that stopped me in my tracks because it's a perfect example of why really good photography can make such a huge difference in customer perception. Here is the original post, but I want to call out the two images below. Credit to Kelly Marshall for the "after" image. Typically, in a before/after situation, lots of drastic things have been done – walls stripped back to the studs or the ancient shag carpet ripped out.

Here, the big things didn't change at all – same countertop, same cabinets, same flooring. So what did change?

Better Composition
The straight on angle emphasizes the geometry of the space. Because you can see bits of the surrounding areas, this angle gives you more context. Shooting through the dining table and light fixture as foreground elements conveys depth and interest. Having a foreground element can also help break up a big section of floor or ceiling. There is also something nice about seeing a hint of the window. It also gives you a feeling of depth even if it's in an understood way.

Better Lighting
The before is mostly lit with fluorescent lighting. It seems those were removed, but either way, turning those off and using (what appears to be) available natural light looks way better. I say "what appears to be" because good photographers can sometimes sneak in additional lighting but make it look really natural.

Propping
This is someone's house, so not necessarily propped in the professional sense, although I'm sure they moved some things around. But you can see that having some items in the kitchen gives it more life and interest. It also adds a bit of color to an otherwise neutral kitchen.

I want to point out what is maybe the most subtle and important difference – the chairs. They are exactly the same shape as before but the different legs alone would have updated them. From those blocky dated wood legs to the sleeker, airier metal legs. You also have a more open feeling with the grid backs. To me, the chair legs and the fluorescents were the two elements most dating this kitchen. And it is a period mid-century kitchen, but you can tell now its place is firmly in current times. The right props can really be subtle but important signifiers for your brand visually.

For the Designer

So many small decisions can have a huge impact. I always try to recommend original photography (or illustration) to clients because it does impact brand perception. Is there always time? No. Is there always budget? No. But it is part of our expertise as designers to illustrate the ownable value to their brand. Perhaps this post can serve as an example you can hold up.

For the Client

This is a great example of how you can really create a much better consumer perception with the right photographer who has a great eye for composition, lighting and maybe also an excellent prop or food stylist. You really do get a return on utilizing these experts. Photography is often a huge out-in-front element in any brand, and it can speak volumes about your business or service either in a good or bad way. Consumers are savvy, and can sense when something looks cheap or like stock imagery. Stock imagery can be used judiciously, but be careful when it represents your brand expression.