Archive Page 2

Winter Redecorating

Closed

Winter is that time of year when almost everything in Nature *seems* to be all hunkered down and waiting in anticipation for spring. But if one looks closely enough, plants and animals are busy restoring and reviving as they rest. They’re rather undergoing an ‘interior renovation’ at the molecular level.

Set Construction

Set Construction

Here at Atlantic Photographics, we are also busy reviving and renovating the studio in between photography. Like a lot of homeowners out there, our rooms (well, actually, our room sets) begin to show a bit of wear, or just need an updated look. The difference is that we do our renovations much more frequently than your average homeowner renovating or redesigning each of our 8 sets every year. That sounds pretty frequent, doesn’t it? Consider thought that each of those sets gets ‘lived in’ by many clients and a variety of furniture every week. Plus a set may be a dining room one day and a bedroom the next.

We think of this continual remodeling as just one of the things that we do to separate us from the average photography studio. Our spacious sets, combined with expert design and styling, are just one of the reasons why Atlantic Photographics can produce photography that showcases your product!

Contact us at sales@atlanticphoto.com and let us know what products we can showcase for you!

It’s Beginning To Look a Lot Like…..Springtime!

Closed

So why do we have a springtime photo on one soapof our December blog posts? Why, to get us in a springtime mood for some of our clients, of course!

People not involved in the production or marketing aspects of wholesale or retail industries probably never stop to think about it, but these industries live their commercial lives out of sync with the seasonal calendar. And so do the industries (such as photographic studios) who serve them. Here at Atlantic Photographics, we have had Christmas trees and decorations put up in our sets in July and photographed grills and hammocks in January. One of our more memorable shoots was a location shoot on the coldest day of the year for a company’s spring catalog. The flowers that we brought to decorate the patio were frozen solid by late morning!

This “altered calendar” comes about because it takes some time and effort to get something ready to print. After we get the art directors’ layouts, we’ll begin staging and then shooting the product. We then send the final photography back to the client, who creates their final layouts. They in turn, send their layouts and our photography to their printer. Add in time for proofs and distribution and one can see how the lead time involved grows.

And so now after our flurry of post-Furniture Market photography, we will begin to prepare for some “springtime photography.” Are YOU preparing your own springtime (or anytime) photography and looking for a fresh alternative? Then why not contact Atlantic Photographics (sales@atlanticphoto.com) regarding your upcoming photography. We think you will be pleasantly surprised at what we can do for you!

And season’s greetings…..whatever season it is in your corner of the world!

Positively….It’s the High Point Market

Closed

The International Home Furnishings Market (aka “The High Point Market”) is only days away now. And french door w-curtainfrom what we see and hear, it has to be one of the more positively anticipated Markets in quite some time.

The signs are all there. The stock market rising above 10,000 for the first time in over 10 years. Spending at the street level seems to be loosening up a bit. Manufacturers and merchants realizing that they cannot continue to just hunker down and do nothing. Lots of new lines, new looks, and bright new colors demonstrating a response to consumers’ desires for furnishings that are exciting to live with. All this combined with reports from earlier smaller markets of increased interest, the signs are right for manufacturers to have a great Market.

We here at Atlantic Photographics are excited about the 2009 fall Market. If you will be visiting the Market here in High Point for the first time, we welcome you to the Furniture Capital of the US and hope that you experience some of the hospitality that our area is famous for. Returning visitors, we’re glad that you are back! To ALL of the vendors, buyers, sales and supporting staff – we wish for you a successful and BUSY week ahead.

So…..let the International Home Furnishings Market – and the excitement – begin!

The Colors of Fall (and Photography)

Closed

Although in some areas of the US it may not seem like it, autumn arrived this week. The trees red leaf on green_smhere have only barely begun to change color (and by the time we are in full autumnal hue, we’ll also be in the midst of Furniture Market preparations!) so it seems appropriate to talk about light and color.

What you may know (or perhaps not) is that the color we see is that color that is reflected off of an object. All other colors are absorbed by the object. In the case of our leaves, the chemical chlorophyll absorbs red and blue light and reflects green. Other chemicals in leaves are carotene (which absorbs red, blue-green, and blue light and reflects yellow) and anthocyanins (which absorb blue, blue-green, and green light, reflecting red). Red, green, and blue are the “primary colors” of light and analogous to the red, yellow, and blue primary colors of pigment.

Chlorophyl is a large molecule and very numerous in leaves, so our leaves reflect green light throughout the summer. With the cooler days of autumn, the chlorophyl breaks down, leaving behind the carotine and the anthrocyanin. Depending on the chemical structure of the leaves, they will reflect red, orange, or yellow.

So, how does this relate to photography? Remember that photography is “Writing With Light.” Just as with our leaves, the subject being photographed reflects the portion of the light spectrum that it does not absorb. Here’s the twist: instead of our eyes’ retinas seeing the light, the camera lens sees the reflected light. Therefore the entire photo may have a color cast that must be corrected. Traditionally this was done with gel filters on the lights and lenses. In digital photography this correction is done within the computer either during the capture or while processing the image. This color cast occurs even within the controlled lighting of a studio, so it is no wonder that photographs taken in the environment of multiple light sources (such as a showroom) show such great color contamination!

Adding yet another twist to our changing leaves analogy is how some dyes reflect light. It is not uncommon to have a photograph where the basic overall color is very good, but one object (such as a chair or a blanket) does not photograph in the correct color at all! For example, some green dyes photograph grey or reddish. Again, this comes back to what colors light the object reflects back and how the camera sees them. Selectively color correcting items is an integral part of Atlantic Photographic’s post-capture photographic process.

We here at Atlantic wish you all a bright and colorful Fall season!

“Pre-Marketing” Photography

Closed

Mention “Pre-Market” to anyone outside of the furniture industry, or people in High Point 9-15-09associated in some capacity with the furniture industry and most likely you’ll receive a blank stare in return.

As an explanation to the ‘blank stare contingency’ of our readers, “Pre-Market” is an informal precursor to the International Home Furnishings Market and held in September and March – one month prior to the actual week-long market. Pre-Market is part dress rehearsal, part focus group, and with a liberal sprinkling of brand advertising thrown in. Manufacturers introduce their latest products to their more familiar buyers giving them first opportunity to purchase the product AND getting feedback from them regarding design. The manufacturer may then use the few weeks before the actual Furniture Market to retool the product.

The manufacturer may also use the intervening weeks to get photography done of his new product and then possibly have sales prints created so that they are ready for distribution at the Home Furnishings Market. The time just after Pre-Market can easily be as busy for us here at Atlantic Photographics as it is just after the Market proper. Which is good as it means that the manufacturers think that they have a winner on their hands are are ready to promote it.

So, if you happen to be in High Point for Pre-Market, we welcome you to the Triad. It looks as though we’ll be having some lovely pre-fall weather for you. Should you be looking for a studio to create photography that will show off your furniture at Furniture Market and beyond, give us a call at 336-887-8600 or email us at sales@atlanticphoto.com. We want to help YOU sell your product!
Also, be sure to visit our NEW photo gallery on our Facebook fan page http://tinyurl.com/atlantic-fb

“Premarket”ing Photography

Closed

vanitySometime around October 17-22, people will begin asking us “Furniture Market is here – I’ll bet The answer to that question is always “Not as busy are we are the few weeks before and after!”

Why before? (the answer to “Why afterwards” is somewhat obvious, and is a topic for another blog post in and of itself). In a word: Premarket. It’s a facet of the twice yearly Furniture Market that folks know the least about, but possibly carries the most influence ON the Market that’s held about 6 weeks later. (this year, from September 14-15). The manufacturers who exhibit during Premarket use it as a ‘dress rehearsal’ for their products. They then use the feedback that they get from their clientele there to make any product modifications prior to the actual market event a month later.

So, what is Atlantic Photographic’s link in this chain?
Photography sells product.

These manufacturers not only have to have product so sell at the actual Furniture Market. They often must provide photographs of their product for those buyers purchasing it. These buyers in turn use that photography to sell the pieces that they have bought, in addition to the manufacturer using that same photography to show (and sell!) the product to later buyers.

Plus, photography adds that additional ‘visual element’

In a showroom, the prospective buyer and touch and see the actual product – but does he or she get a true sense of what it would look like in an actual room or in print advertising? In several showrooms, the answer would be yes. But…the buyer cannot take the showroom with him to show his company what he has bought, or is thinking of buying. So a manufacturer turns to a photography studio to create a reality that their client can take with him. We use one of our numerous room-sized sets to create a setting for the product and decorate it just as an actual room would be decorated. Some days we may have sets containing bedrooms, living rooms, and dining rooms all at once!

To those of you who are buying or selling at this year’s Premarket event Atlantic Photographics wishes you success! Remember that we are here for all your photographic needs before or after October’s Market.

Circular Thinking

Closed

Watching all the new products that have been introduced at the New York bedroom_candlesInternational Gift Fair and The New York Home Textiles Show last week has us thinking in circles.

Our involvement with the beautiful new things shown there is on the backside – after they’ve left the market and perhaps prior to their entering the main consumer market. After they’ve moved from an artist’s inspiration and before they become part of everyone’s culture and consciousness.

But artistians and companies don’t exist in a void. The energies of one feeds the other feeds the other, and vice-versa. They create a yin-yang circle and the studio here sits in the middle of it and photographs the results of that creativity. And that’s a pretty exciting place to be!

We’ve gotten a taste of what was being introduced at both of the New York markets, and can’t wait to see what other treasures from there come through our studio doors! Our thanks to all of you reporters and marketgoers who gave the rest of us a preview of what we’ll be seeing soon. Special thanks to the fine folks at Home Accents Today and particularly the tweets from Wes Kennedy and Tracy Bulla for keeping us informed (and excited!) about this season’s Markets.

Writing With Light

Closed

“Photography” is a combination of two Greek words “photos” and “graphos” meaning “light” and “drawing.”

We love the idea of drawing or painting with light. It evokes a bit of magic that happens Stargazer Lilyunder the light and the alchemy that happens in the darkroom under the chemicals….or these days, as the pixels are arranged about on the computer screen.

If the act of photography is ‘writing with light,’ can we then think of the act of staging the shot as photography’s penmanship? Is it sloppy or neat? Bland or bold? Boring or beautiful? Does the product sit there like a lump on the page or does it show the proper flourishes that give it that extra vibe? Is the photo carefully crafted or sloppy and smudged? And like the regal penmanship of an engraver, the calligraphy of a Japanese master, the artistic flourish of an artist, or even the tidy penmanship of an accountant – does the photograph actually express what its product is in a beautiful appropriate manner. Or does the subject just sit there in the middle of the photograph visually saying the equivalent of ‘I am a brown queen sized bed’ (and probably in a 10 pt Arial font!).

Something to think about in today’s fast-paced world where everyone is bombarded with images: What do you want your product to say? Who do you want to write your product’s story?

What kind of light do you want to write your photograph with?

Fabricating Photography

Closed

The upcoming textile market in New York has us thinking Fabrics make this bedroom shot.about fabric. Yes, fabric. We’re hard-pressed to think of any other base component of a finished item that looks as good on its own as fabric.

Wood may look good, but it usually must be worked or formed into an object to really release its beauty. The same can be said of stone. Actually, Michelangelo DID say “Every block of stone has a statue inside it and it is the task of the sculptor to discover it.” Metals are ingots or pellets. Plastic is granules or perhaps later on, sheets.

But fabric. Bolts of cloth unfurling their colors. Highlights glancing off silks and satins. Gauzy voile drapes back on itself making patterns in the light. It’s easy to see why tales of traders with exotic fabrics convey such striking mental images.

And perhaps it is that extra spark of life that makes fabric – and items created from textiles – potentially tricky to photograph. One is working not only with the finished product, but a material that can stand on its own. Could a photographer compare it to trying to capture two beings in one body? In a way, yes, for he wants to show off both the item and its material to its best advantage.

So, something to think about when beginning to sort out photography for your textile goods: who will best capture the essence of your product?

Photography as Marketing, part 2

Closed

You’re applying for a job and your hand the interviewer your resume. It is:

1. handwritten on yellow legal pad
2. typed on white paper (complete with correction tape)
3. printed in four color with a coordinating cover letter and engraved letterhead.

You’re at a conference and you meet your ‘dream client’. You give him your company’s business card. It is:

1. your name, phone number, and AOL email address written on a napkin
2. one you printed yourself from a package of blanks…making sure that you pick one that isn’t too blurry
3. one you got through your office supply store with the same artwork and background several other businesses use.
4. die-cut translucent vinyl

We are hoping that in both of these scenarios, you didn’t rely on either of the first choices as a course of action as neither of them really represent the professional that you really are. And while the last choices are nice, they certainly aren’t necessary in most instances.

When it comes to marketing, your product IS your company and by extension the products’ photographs ARE the product. And as the old saying goes, ‘appearances matter.’

The advent of digital camera has made photography more accessible by more people than ever.  But any professional photographer will tell you that a quality photograph is more than just snapping a picture.

-  Is the digital photo of high enough resolution and sufficient quality to go to print if necessary?
-  Is the color of the product accurately reproduced?
-  Is the product lit in such a way as to enhance it?
-  Does the product’s setting compliment it?
-  Would the product’s photo benefit from post-capture retouching to remove any imperfections?

In a large number of cases, a business doing its own photography would have to reply ‘no’ to most if not all of those questions. And by not showcasing a product to its best advantage, the company is essentially degrading its own image.

Think about it. How would you prefer to represent your company?

A.  A smudged pencil sketch done on notebook paper

B.  A professionally lit and styled, color accurate photograph that is ready to go to press.

If you choose B, then choose Atlantic Photographics.  Our business is to make YOUR business look its best!

Give one of our sales reps a call today at 336-887-8600 or email us at sales@atlanticphoto.com. You’ll be glad that you went with a professional!