I recently came across Frank Chimero’s ‘Design Nobility Pyramid’ concept via photography blog aphotoeditor.com
Chimero teaches graphic design & typography at Portland State University as well as being managing partner of Thinking for a Living.
His ‘Design Nobility Pyramid’ forms part of his frequent lectures on design, but it can be equally relevant to effective PR photography.
Chimero believes ‘delight‘ in design is success in it’s highest, truest most noble form. When innovation and clarity come together you find ‘delight‘ and that he argues is perfect design.
Looking at PR photography the clients aim is ultimately to inform and persuade. We let consumers know about the product or initiative and encourage them to buy or support it.
But too often we forget that to do that, first we need to delight, or entertain, or amuse…
If it’s all information and persuasion the public won’t be interested. Great PR pictures need to delight first. That’s the most important thing and the information and persuasion will be better received as a result.
Be it our picture for the National Lottery of ballet dancers on Millennium Bridge,
National Lottery Love UK campaign. Geoff Caddick/TNR
a more recent shot of Cybermen on the Underground for the Dr Who Experience,
Cybermen take command of the London Underground. Matt Crossick/TNR
or workmen getting the first glimpse of Wonderbra’s 3D billboard,
Wonderbra 3D Billboard. Geoff Caddick/TNR
it’s the ‘delight‘ in the aesthetics, the composition, the novelty, the fun of the image that captures the viewers interest.
That is what makes us look twice at the picture, show it to our friends, twitter about it. That ‘delight‘, that enjoyment, that connection paves the way for the pictures commercial purpose to inform and persuade. But the aim to delight should always come first.
http://work.frankchimero.com/
www.aphotoeditor.com
Post by Tim Kerr (Director and Head of Photography at TNR Communications)