Editorial Photography vs Commercial Photography: What's the Difference?
Editorial Photography vs Commercial Photography
In today's visually-driven world, photography plays a significant role in capturing moments, conveying messages, and telling stories.
There are types of photography, or subcategories, and each of these types plays a different role when it comes to marketing and messaging.
Two of these types are commercial photography and editorial photography.
While they may seem similar on the surface, there are distinct differences between the two. In this blog post, we will explore the characteristics, applications, and distinguishing factors of commercial and editorial photography to help you better understand the nuances of each genre.
Let’s start with some definitions…
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What is Commercial Photography?
Commercial photography involves capturing images for business use, such as advertising, sales, and product placement.
Unlike other genres, the main objective of commercial photography is to deliver a clear message that supports a commercial purpose, typically trying to sell or market products and services.
Commercial photographers are often hired to shoot specific images that will be used commercially, such as in advertisements, billboards, online marketing, or social media campaigns.
These images are directly connected to the product, like a product image, or the service like someone receiving a service.
What is Editorial Photography?
Editorial photography visually narrates stories and concepts, primarily for publication in magazines, newspapers, and digital media.
Editorial photos are all about storytelling, and creative ways to convey a certain message to your customers or potential customers.
You may want to humanize your products and services by telling stories about the people that work in your company, or other customers that have benefitted from your services.
Editorial images help you tell the story, they are a creative way of representing who you are, what you do or what your company is about.
Breakdown of Commercial VS Editorial Photography
Most businesses will engage in some type of marketing, if you have products and services to sell to a customer you want to get information out about those things so people can purchase them.
In today’s world, there are typically 4 different types of media used for this purpose.
Images - this is what we are talking about in this post, photos and images used to show people your products and services and photos that tell a story.
Text - Either sales copy or editorial copy used to connect with your reader
Video - This can also be either commercial or editorial in nature and used similarly…to convey a message or sell a thing.
Audio - Think of things like podcasts, music and radio.
Each of these will have a marketing emphasis based on what the company is trying to do. When it comes to commercial photography or images let’s look a little deeper into what they are.
Characteristics of Commercial Photography
Commercial photography involves capturing images with the intention of commercial use. Photoshoots are tailored towards creating visuals that convey a clear message for commercial purposes. This could include appealingly presenting products, showcasing the use of a service, or inspiring consumers to take action.
Commercial photographers work closely with clients, creative directors, and marketing teams to ensure that the imagery aligns with the commercial objectives.
Commercial photography is a collaborative process that requires effective communication and collaboration between clients, photographers, stylists, and creative teams.
It is not just about capturing aesthetically pleasing images, but also about meeting the specific needs and branding requirements of the client. From the use of colour, branding, cropping, and composition, every aspect of the image is carefully considered to create visuals that effectively convey the desired message and appeal to the target audience.
Industry Applications of Commercial Photography
Commercial photography has a wide range of applications across various industries. It plays a crucial role in marketing, branding, and creating visual content for businesses. Here are some common applications:
Social media: Commercial photos are widely used on social media platforms to create captivating visuals that catch the attention of the target audience, build brand recognition, and promote products or services.
Marketing purposes: Whether it's online advertisements, billboards, brochures, or leaflets, commercial photographs are the go-to medium for marketing and promotional materials. It helps businesses effectively communicate their message and attract potential customers.
Ad campaigns: Commercial content forms the foundation of ad campaigns, where the main objective is to drive sales and create brand awareness. From fashion brands to automobile manufacturers, commercial photography brings products and services to life, enticing consumers to make purchasing decisions.
Commercial purposes: The primary use of commercial images is for commercial purposes, as the name suggests. It serves as a powerful tool for businesses to visually represent their brand, products, and services, ultimately generating revenue and growth.
Exploring Editorial Photography
While commercial photographs focus on delivering a clear message to support commercial purposes, editorial photography takes a different approach. It allows much more creative freedom and is often used to illustrate written content, convey stories, and capture the rawness of a subject. Let's dive deeper into the characteristics of editorial photography and how it influences perception.
Characteristics of Editorial Photography
Editorial photography employs a whole lot more “outside the lines” thinking. It allows photographers to use their unique artistic vision to capture images that tell a story or evoke emotion. Unlike commercial photography, editorial photography does not have the same clear commercial objectives. Instead, the main goal is to create compelling visuals that accompany written content.
Editorial photography often involves capturing recognizable people, public events, or newsworthy subjects without the need for model releases or property releases. This allows photographers to document the world as it is, showcasing the authenticity, emotion, and rawness of the captured moments. Editorial images are commonly found in magazine articles, blog posts, or news features, where they serve as visual aids to enhance the written content.
Editorial photography serves as a powerful tool for storytelling, social commentary, and cultural documentation. It can shape public perception, raise awareness, and spark meaningful discussions on important topics.
How Editorial Photography Influences Perception
Editorial photography goes beyond providing visual appeal; it has the power to influence the way we perceive the world. Each editorial photo tells a story, supports written content, and can ignite powerful emotions within the viewer. By capturing moments, emotions, and real-life experiences, editorial photos contribute to the visual storytelling and documentation of historical events.
Through the conscious use of composition, lighting, and perspective, editorial images can shape the narrative and evoke specific responses from the audience. They allow us to see the world from a different perspective, shedding light on social issues, cultural diversity, and the human experience. Editorial photography has the potential to start conversations, challenge societal norms, and inspire change.
Implementation - Where Should Each Type Be Used?
Commercial Photos
Commercial photos are the most straightforward, and are typically used on your website and anywhere that a product photo is appropriate.
This type of photography doesn’t have to be boring, and can still be quite creative and fun, but still needs to show the product or service clearly to the customer.
There are opportunities to showcase products on social media, but depending on your target audience telling stories might be more effective and that’s where editorial images come in.
Editorial Photos
The use of editorial images is dependent on the type of marketing you are trying to do and what the platform you are using demands. Editorial images from an editorial photo shoot are typically used to help tell the story of the brand, the benefit of the product or service or provide information to the end user.
On your website, again depending on your marketing, it is a great place to show the story of who you are and what your company culture is. Think of a coach a therapist or a medical practitioner… Knowing the service is important so people can connect with you. Telling the story of who you are is as important as what you offer.
For social media, this is even more important, even for physical products. People want stories, and they want to feel something. Editorial photos allow you to present a story about your products that connects people to more than just buying something. And that is powerful!
Distinguishing Factors Between Commercial and Editorial Photography
While both types of photography serve different purposes, there are clear factors that set them apart. Understanding these distinctions is essential for photographers, clients, and anyone working with imagery.
Usage Rights and Restrictions
One of the main differences between these types of photographs is the usage rights and restrictions associated with each genre. With commercial photographs, the main focus is on commercial use, which requires the proper legal documentation. This includes obtaining signed model releases and property releases to ensure the image can be used for commercial purposes without infringing on copyright or privacy rights.
On the other hand, pictures created by editorial photographers are often used for editorial content, such as news articles, blog posts, or magazine features.
While model releases and property releases are not always required in editorial photography, it is important to consider the context of usage and adhere to legal and ethical standards to avoid infringement.
When you shoot editorial photography it is important to understand if the end use will be commercial in the sense that you are still selling something. In this case, the editorial photographs may still need additional usage signoffs.
Creative Freedom Vs. Client Guidelines
Another difference between commercial and editorial photography lies in the level of creative nuance and the extent to which client guidelines come into play. In commercial photography, photographers work closely with clients, creative teams, and stylists to ensure the imagery aligns with the client's vision and commercial goals. This often means adhering to specific branding guidelines, marketing strategies, and a lot of rules.
Editorial photographs, on the other hand, offer much more creative freedom. Editorial Photographers have the opportunity to explore artistic expressions, visual narratives, and authentic storytelling. With editorial photography, the story of the subject takes precedence, allowing photographers to use their creative skills and unique perspectives to convey the message in their style.
Can a Photo be Both Commercial and Editorial?
In some instances, a photo can straddle the line, and an editorial photograph will have significant commercial intent. However, certain factors come into play, determining whether the photo leans more towards commercial or editorial use.
The Thin Line of Demarcation
The distinction between commercial and editorial photography can depend on several factors. One of the primary considerations is the presence of recognizable people or private property in the image. If the photo contains recognizable individuals or private property, the usage may require model releases, property releases, and the involvement of legal teams to ensure compliance with legal and ethical standards.
Context also plays a crucial role in determining the categorization of photography. When used for commercial purposes, even photos that may seem editorial in nature can be considered commercial if they are used to promote products or services. Understanding the context of usage is important to abide by legal guidelines and avoid infringement.
Real-Life Examples of Commercial Photography
Commercial photography can be observed in various fields and industries, contributing to the visual representation of brands and businesses. Here are some real-life examples of it in action.
Commercial Photography in Advertising
Commercial-type photography plays a vital role in creating powerful images that drive online ad campaigns, attracting potential customers and increasing brand visibility.
It often involves the use of visually appealing commercial images that convey marketing messages, promote products, and entice consumers to make purchasing decisions.
Commercial photographs for advertisements focus on capturing images that effectively communicate the features, benefits, and aesthetic qualities of a product or service.
These images are strategically used in online advertisements, billboards, and other marketing collateral to engage the target audience and generate interest in the advertised product.
Commercial Photography in Product Marketing
Commercial photographs play a crucial role in product marketing, showcasing the features, benefits, and visual appeal of a product.
It often involves collaborations with creative teams, stylists, and hair stylists to create photos that align with the brand's image and appeal to the target audience.
This type of photography in product marketing aims to capture images that evoke emotions, highlight the unique selling points, and reinforce the overall branding of the product.
From product shots to lifestyle imagery, it helps businesses establish a strong brand presence and promote their products effectively.
FAQ
Does the Context Alter the Category of the Photography?
The context of usage can significantly influence the category of photography, particularly when determining whether the photo falls into the commercial or editorial genre.
Editorial use refers to the usage of photos in written content, such as magazine articles, blog posts, or news features. Editorial photography often involves photojournalism, documenting real events, and capturing the essence of a story or subject.
The context in which the photo is used, such as accompanying a magazine article, can help define the category of the photography. The written content provides the necessary context, often dictating the editorial use of the photo.
What are some Examples of Editorial Photography?
Although difficult to showcase these types of photos with text, we will endeavour to explain what you are looking for.
Editorial photography encompasses a broad range of photo styles and subjects, all designed to tell a story or illustrate a concept within the context of a magazine, newspaper, or online publication. These images are crafted by photographers who specialize in conveying messages and emotions through their work. Here are some examples of editorial photography, incorporating the requested phrases:
1. Editorial PhotoShoot for Fashion Magazines: Editorial fashion photography is a quintessential example of editorial imagery. These shoots are meticulously planned by professional photographers, often featuring high-fashion clothing and accessories in a way that tells a story or conveys a theme. The editorial style photos in these shoots are not just about showcasing the clothing but also about creating a mood or narrative that resonates with the viewer.
2. Photo Essays in Journalism: Editorial images in newspapers or online platforms often come in the form of photo essays. These are series of editorial-style photos that tell a story about a particular event, issue, or subject. Editorial photographers capture these images to provide a deeper understanding and context, allowing the audience to see beyond the surface level of the story.
3. Documentary Photography for Magazines: Similar to photo essays, documentary photography in an editorial context aims to tell a story about real-life issues, cultures, and environments. These editorial shoots are powerful because they bring attention to subjects that are often overlooked or misunderstood, providing a platform for awareness and discussion.
4. Lifestyle Editorial Photography: This type of editorial image captures moments that reflect a certain lifestyle or culture, often used in magazines and online articles that focus on topics like travel, cuisine, health, and wellness. The goal is to depict a realistic, yet aspirational, lifestyle that aligns with the publication's audience, using editorial style photos that feel both authentic and inspiring.
5. Portraiture in Editorial Contexts: Professional photographers often create editorial style photos through portraiture, focusing on individuals who are relevant to the story or theme being explored. These portraits are more than just headshots; they aim to reveal something about the subject's personality, status, or role in the narrative being told.
6. Behind-the-Scenes Editorial Photoshoot: These editorial images give viewers a glimpse behind the scenes of movies, fashion shows, music videos, and other productions. They tell a story about the making of these projects, highlighting the work of artists, designers, and technicians. Pro photographers capture these moments in a way that adds depth to the audience's understanding of the final product.
In all these examples, the key element is the ability of editorial photography to tell a story. Whether it's through fashion, documentary, lifestyle, or portraiture, editorial images are crafted to engage, inform, and evoke emotions in the viewer, making them a powerful tool in the world of visual communication.