Tuesday, 23 June 2015

Jewellery Photography Tips

 Jewellery Photography in Mumbai
Jewellery is very difficult to photograph as it reflects maximum light that it receives due to its shiny high-finish glossy surfaces, gemstones and diamonds. Taking good quality pictures of jewelry for most is an unsolved mystery.  The key elements of table top jewellery photography consist of sharpness, lighting, maintaining white balance, elimination of unnecessary shadows and creating some sparkle in case of gemstones. There are some simple techniques used by the professional photographers to obtain dramatic results with minimal effort.
The set-up: The solution to Jewellery photography is the use of an enclosed lighting system. The enclosed system wraps even and balanced light around the entire product you’re photographing. The advantages include an even distribution of light, consistent natural lighting, elimination of glare, and illumination of hard to reach spots. Accessories such as true color daylight balanced compact fluorescent bulbs, a special diamond dazzler LED bulb to light up the diamonds and faceted stones, a tripod, Mx- Photo Box are key to sharp images.
Diffused Lighting: When illuminating jewelry, you have to make sure never to expose it to light directly, as direct light will be reflected on the jewelry, and will create hot spots and shadows. You have probably already discovered that an on-camera flash does not lead to good jewelry photos. Not only is the camera's flash too bright at such a close distance, but it is probably in the wrong position to actually light up the jewelry properly. On camera flash will also create harsh and distracting shadows. Rather than flash, we like to use continuous lighting for product photography. Using continuous lights makes it easier to visualize what the final image will be like.
Continuous natural daylight lighting: The key is to use continuous natural light which has the ability to evenly and accurately reproduce all the spectacular colors found in the different elements of jewelry. Therefore, for photographing jewelry use fluorescent daylight light. Fluorescent compact bulbs provide nice, natural-colored light and they produce very little heat so they can be left on for long photo sessions without over heating the photographer.
White Balance: Maintaining white balance can be a much of a task but a definite way out to successful product photography. You need to be able to program the white balance setting on your camera. Although many cameras will come with pre-program options or presets you need at least one custom white balance option. This means that the camera can "read" and self-adjust itself to be able to take pictures under many light conditions. If your camera cannot perform this custom adjustment, it’s very likely that you’ll end up with badly colored product pictures, especially if you are trying to take pictures of products against a white background. You’ll likely end up with all kinds of color variations: yellow, blue, magenta, green etc.
Avoiding unnecessary shadows and reflections:  When photographing jewelry, there are certain shadows and reflections that might be necessary to create a three-dimensional look. Yet, there are other reflections and shadows that are unnecessary and that you want to avoid in order to have a photograph that presents your jewelry in the best way possible. The first thing you need to understand about reflections and shadows is how they are produced and why they appear or exist and then work on lighting to have the desired effect.  

 Positioning your jewelry - using different jewelry accessories: There are many accessories you can use to hold jewelry items while photographing. Jewelry accessories will help you position rings, earrings, pendants, loose stones, diamonds and other pieces in various positions and angles in order to get a photograph from the perspective you desire. 

Corporate Identity: Why Jewellery Industry needs it?

 Corporate Identity design Mumbai
Corporate identity is an extension of a logo that serves as a wider visual identity for your company. For instance, use of company colours or a particular design to represent company or its philosophy is corporate identity. Creating a corporate identity involves setting up identity guidelines to deliver visual consistency in your company. This consistency creates a professional image and most importantly, it increases the recall value of your brand. Corporate identity guidelines lay out the visual devices to be used across marketing platforms and other communications, which include:

  • Marketing collaterals – business cards, envelopes, letterheads, notepads, t-shirts, mugs, staff uniforms, interior and exterior design of the office, etc..

  • Promotional materials – flyers, brochures, catalogues, posters, sign age and banners, product packaging, and much more.

  • Digital media – website and social media.

Jewellers in India are highly  un organized and lack corporate ethics. Such businesses cannot sustain in export markets, regardless of product Excellency. Visual identities should become the emblem of jewellery businesses through communication that is simple, powerful and easily reproduced, and recalled by consumers and general audience.

As a Creative Advertising Agency for jewellers in India, we believe that the important and advantageous functional roles of corporate identity are:

Building Goodwill for Jewellers: Corporate Identity is a sign of longevity that is not only attractive to customers, but also is desirable to potential investors. It’s an indicator that the company is serious about being successful and that it is reliable in the industry. It is important for the jewellers or any business to build goodwill in the market by standardising corporate communication tools.

Aiding Jewellers in Brand Recall: Strong corporate branding is essential because it subconsciously shapes consumers’ feelings about an organization and its services or products. The feelings of the consumers about an organization’s service or product are subconsciously reinforced, from the moment they interact with the corporate identity of a company. Often, these feelings last a consumer’s life-time. In creating a consistent identity, a company must ensure that they are recognized and remembered.

Providing Jewellers a competitive Edge: A uniform and strong corporate identity makes the brand instantly recognizable amongst its target audience. It also improves customer awareness and increases a company's competitive edge.

Reinforcing the identity: Maintaining consistency in your corporate identity is essential because it reinforces the brand identity every time the customer encounters brand’s products or services. So, it is important to consider all the touch points such as social networking platforms, newsletters, email marketing, sales brochures and the like for corporate identity.

To summarize, every jeweller who wants to be successful and known should seek for building corporate ethics. Corporate Identity Design creates a single and clear visual identity for an organization, its divisions, brands, products and services. Overall, it leverages the brand equity and standardizes an organization’s visual presentation consistently across media applications.