Role of Fashion Photography In

Branding Today

Science of Body
BY SUKRITI BAJAJ
Postures

INTRODUCTION

 Body language is the process of

communicating nonverbally through body
movements and gestures.
Positive body language can be defined as
these nonverbal movements and gestures
that are communicating interest, enthusiasm,
and positive reactions to what some else is
saying.
How you communicate with your body is
important because research show that 60% to
90% of communication is nonverbal.

OVERVIEW

Overview
STAYING POWER: VISUAL STORY TELLING
OBJECTIVE
ROLE OF THE DIRECTOR: AT A GLANCE
WORKING FOR STILLS
CHOOSING CAST OR MODEL
BODY LANGUAGE
BODY LANGUAGE MISTAKES: GESTURES,
MOVEMENTS, POSTURE & FACIAL
EXPRESSIONS
TRANSFORMING THE SCIENCE OF BODY
POSTURE TO THE LANGUAGE OF
PHOTOGRAPHIC POSE
COLOR
LIGHTING & LIGHTING PRINCIPLES
OUTCOMES

STAYING POWER:
VISUAL STORY TELLING

Element Of Staying Power:

Concept And Visual Story
Telling
Every photographic image tells a story,
Like all stories, some are better than others.
Possessing stronger characters, more
intriguing settings, props and set up.
Everyday our eyes encounter so many
pictures but very few manage to have the
element of staying power in our brain.
Preferably its a photograph (still or video)

OBJECTIVE

Objective
The main objective is to understand how the
body language as an art form plays its vital
role in making a message visible and
understood by masses in context of its value,
reach, popularity, feel, comfort and its worth.
Where the role of a director &

ROLE OF THE DIRECTOR:

AT A GLANCE

Role Of The Director: At A

Glance
Create a Mood Board
Create a Style Guide
Tell a Story
Use Excellent Color Scheme
Be Aesthetical & Technical simultaneously

WORKING FOR STILLS

Working for Stills

What kinds of content should be in the
photos? Products? Lifestyle? Nature?
Portraits?
What kind of story should your imagery tell?
What mood does it convey to the viewer? How
should they feel after looking at it?
What are key dos and don'ts?
Using obvious stock imagery, for example, is
almost always a mistake.

Working for Stills

What kinds of people are in your portraits
From what angles are the shots or the product
photos taken?
Is there a color that you want to emphasize or
avoid?
How will the photos be edited? Why?
Minimal and desaturated imagery gives a
tasteful, calm feeling.
Vibrant and contrasty imagery gives an
cinematic, epic feeling.

CHOOSING CAST OR
MODEL

Choosing Cast Or Model

Casting is the most important step required
Generally most of us believe in doing common
mistake of choosing a model who is just good
looking.
Keep in mind that good looks is one of the
basic parameter but its not only the
parameter when casting a model.

Choosing Cast Or Model

The model should be selected on the basis of
following criteria:
Model who matches your subject/ brand.
Should be apt according to the concept.
Element of Expression Should be
expressive As per the suggestive mood of
the concept.
Looks and Look Test- Model should look
good in the desired costume and the poses.
Referencing.
For example in an Advertisement In case of
active apparel company the basic
requirement will be of an athletic model, while

BODY LANGUAGE

Body Language: Non-Verbal

Communication
Being Defensive
Show Disagreement

Show a Relaxed
Attitude
Giving a false sense
of security before an
ambush is made

Body Language: Non-Verbal

Communication

Nervousness
Stress
Insecurity
Lost In Thoughts
Deep Concentration
(brows furrowed)

Steepling:
Control
Authority

Body Language: Non-Verbal

Communication
Growing Tired or
Impatient while
waiting
Disbelief
Rejection
Lying about
something
The Hands are Cold
Excited about
something
Waiting Eagerly

Body Language: Non-Verbal

Communication
Deep Thought
Trying to come up
with some Decision

Agreement
Bowing
Submissive
Boredom
Being Upset
Being ashamed
One does not want
to show their face

Body Language: Non-Verbal

Communication

Honesty
Sincerity
Submission
Innocence

Apprehension
Nervousness

Trying to Make a
Decision, but Remains
Indecisive about
something

Body Language: Non-Verbal

Communication
Hiding Something
Lowering the head
while being
complimented may
show Shyness,
Shame, or Timidity
Keeping Distance
from another person
Picking of imaginary
Disbelief or Thinking
lint: Displacement
to yourself
gesture
Disapproval of the
Attitudes or Opinions
This action makes
one look away from
the other person while

Body Language: Non-Verbal

Communication
Standing Straight, With Shoulders Back
this posture shows that one is feeling
confident and it is often accompanied by
walking with brisk strides.
One-sided Head Tilt tilting the head
suggests that one is listening with interest in
what others are saying.
Overly Tilted Head this may be a sign of
sympathy, playfulness or flirtation, when
accompanied by a smile. However, depending
on your eye, brow or mouth gestures, a tilted
head may mean that you are confused or
maybe challenging someone.

Body Language: Non-Verbal

Communication
Looking Down, Away From The Bodythis
may indicate guilt or shame. To validate this
feeling, revert back to the discussion and see
if the body language meaning is the same.
Standing, Hands On Hips can mean
readiness or aggression
Shifting Of Weight Or Foot Movement
suggests that one is impatient, nervous,
excited, scared, or even intimidated.
Sitting, Legs Crossed, Slight Kicking Of
Foot - can mean boredom

Body Language: Non-Verbal

Communication
Eye Rubbing can mean doubt or disbelief.
Hands Clasped Behind Back can mean
frustration, anger, or apprehension.
Pinching The Nose Bridge, Eyes Closed
shows negative evaluation.
Patting Or Fondling Hair shows insecurity
or lack of self-confidence.
Quick Tilting Of Head shows interest.
Prolonged Tilting Of Head shows

BODY LANGUAGE
MISTAKES: GESTURES,
MOVEMENT,POSTURE &
FACIAL EXPRESSIONS

Body Language Mistakes

Non-verbal communication, or body language,
is an important part of public speaking.
Your body language includes your posture,
movement, gestures, facial expressions, eye
contact and voice.
At the very least, your body language should
not distract the audience and with a little
practice, it can help you convey confidence
and help the audience see your message

Gesture Mistakes
Not using gestures at all.If you keep your
hands locked at your sides, you will look
nervous and your presentation will lack the
visual element to accompany and enhance
your words.

Keeping your hand in your pockets.This

position leads down the slippery slope to
slouching and a sloppier posture.And you
also may unconsciously start playing with the
keys or change in your pocket.

Fidgeting with your hands.Be aware of

what your hands are doing, such as "washing"
each other, grasping each other tightly,

Gesture Mistakes
Holding your hands behind your
back.When not gesturing, your hands
should be in the "neutral position," hanging
loosely at your sides.

Pointing at the audience.Try an openhanded gesture instead.

Folding your arms across your

chest.Even if you are only doing this
because you feel cold, this gesture will most
likely be interpreted as your closing yourself
off from the audience.

Gesture Mistakes
Using stilted gestures.Your gestures
should be natural and flow smoothly rather
than looking forced or robotic.

Using overly rehearsed

gestures.Example: A speaker fall to his
knees during his speech, which was
unnecessary and struck the audience as

Movement Mistakes
Moving without purpose.Most of the time
you should stand confidently in one place
rather than pacing back and forth or walking
aimlessly.If you do need to move, it should
have a purpose.

Shifting from your weight from one foot

to the other.Many people do this
unconsciously and sometimes because their
feet. Instead, stand with your feet firmly
planted on the floor, with your weight equally
distributed on both feet.

Hiding behind a desk, podium or

flipchart.If the room configuration is set up

POSTURE MISTAKES
Standing too stiffly.Yes, you should stand
up straight but it should be natural, not like
you are frozen at attention. Keep your
shoulders back and hold your head up so you
can make eye contact.This posture conveys
confidence and helps you breathe more fully.

Slouching and keeping your head

down.Not only does it prevent you from
looking at the audience, but it also conveys

FACIAL EXPRESSION MISTAKES

Not smiling, ever.Unless you are delivering
horrible news, it is appropriate for you to
smile, even in a business setting.Smiling will
relax you and, in turn, relax the audience.

Smiling too much, especially when

delivering bad news.You may be smiling
or even giggling because you are very
nervous, but it undermines the seriousness of
your message and your sincerity.If you smile
broadly or giggle while announcing mass

TRANSFORMING THE
SCIENCE OF BODY
POSTURE TO THE
LANGUAGE OF
PHOTOGRAPHIC POSE

The Language of Photographic Pose

Cute and Winning

Pose
Camera should be
Little Above the Eye
Level

Relaxed

The Language of Photographic Pose

Sensual

Lively

The Language of Photographic Pose

Refined and
Romantic Pose

Simple and Elegant Pose for Wome

The Language of Photographic Pose

Follow the Nose Model glancing off

camera plays structured aesthetic; thats why
its always good to follow your nose with your
eyes, as it reduces the amount of white in
the eye and eliminates the awkward over
rotating eyeball. Also, fill in color, contrast
and catch lights in the eyes.
Bounce the Shoulder Shoulders are often
overlooked, but they play a crucial role in
framing the face of a model. Popping a
shoulder up and forward can make all the

The Language of Photographic Pose

Chin Out & Down A camera can only see
in two dimensions, meaning a photograph is
not three dimensional unless its shot three
dimensional. Therefore, When a model pushes
her chin forward and then down and is faced
directly towards the camera, from the
photographers perspective the jawline is
extended and stronger lines have been
formed. However, if the model were to move
to their side profile, he or she would resemble
a turtle poking its head out of the shell.
Open the Mouth With the mouth closed,
the jawline clenches and adds extra weight to

The Language of Photographic Pose

Shake the Concrete Feet Shoes are a
crucial piece to the wardrobe. But, they are
often overlooked because legs and feet are
never easy to pose. So, several times the full
body shot is avoided and goes an easy threequarter image. But, when you have to capture
the full body and the shoes, implement
motion. The model can move; jump, walk,
lunge and shake the heavy feet. An easy
starting point is walking forward or pacing
back and forth in a continuous manner.
Subtle Its important that the model move
slow and sly, as big movements and gestures
can have a negative impact. When you lock-in

The Language of Photographic Pose

Ballet Hands Hands are one of the more
challenging aspects of posing and can make
or break an image if shown incorrectly. The
model should relax their hands as if they were
in a ballet, spreading the fingers lightly,
slightly broken at the joints. From there,
depending on the aesthetic of the shoot,
hands should be placed in a position that
works with the image. Under the chin, over
the shoulder, to the side or through the hair
are some common positions for hands.
Forming Lines In order to accomplish
stunning imagery, you need to focus on
forming lines;lines in the framealso lines of

The Language of Photographic Pose

Get Low & Talk When shooting threequarter or full body, get low to the ground and
shoot high. This style not only increases the
height of the model, but also creates a more
dramatic hero look to the image.And,
positive reinforcement is everything.
If you arent talking, you arent directing and
if you arent directing then youre not getting
the shot! Play to his/her confidence and after
every 2 to 3 snaps hype the shots with a

The Language of Photographic Pose

Stop Chimping Chimping, a term used in

digital photography to describe the habit of
checking every photo on the camera display
(LCD) immediately after capture. Chimping is
deadly habit that can kill the energy of a
shoot. Best practice is to snap the shutter 3-4
times then pause for a quick glance at the
LCD, all the while you're maintaining

COLOUR

Color and Its Meaning

RED
Power, energy, passion, desire, speed,
strength, power, heat, love, aggression,
danger, fire, blood, war, violence, intensity,
celebration, luck, stop or danger, Christmas,
Valentines Day
YELLOW
Joy,optimism,happiness, danger, sunshine,
idealism, imagination, hope, summer, gold,
deceit, philosophy, dishonesty, cowardice,

Color and Its Meaning

GREEN
Nature, environment, health, good luck,
renewal, youth, vigor, spring, generosity,
fertility, jealousy, inexperience, envy,
misfortune, start signal, St. Patricks Day,
Christmas
BLUE
Peace, harmony, unity, trust, truth, security,
confidence, conservatism, order, sky, water,
cold, technology, cleanliness, depression,
loyalty, immortality, stability, masculinity,
protection
PURPLE

Color and Its Meaning

WHITE
Reverence, virginity, nothingness, cleanliness,
peace, humility, precision, innocence, youth,
birth, winter, snow, goodness, marriage, cold,
clinical, sterility
BLACK
Power, sophistication, formality, elegance,
wealth, mystery, fear, evil, anonymity,
unhappiness, depth, style, sad, remorse,
anger, underground, technical, grief, death

LIGHTING & LIGHTING

PRINCIPLES

ONE POINT LIGHTING

TWO POINT LIGHTING
THREE POINT LIGHTING
FOUR POINT LIGHTING
NATURAL LIGHT
PORTRAIT LIGHTING

One point lighting

Two point lighting

Three point lighting

portrait lighting
principles

Types of portrait lighting

principles:
Split lighting
Loop lighting
Rembrandt lighting
Butterfly lighting

Split lighting
Split lighting gives more of a masculine
pattern.
applicable on men than it is for women.

Loop lighting
Good lighting setup for people with oval
shaped faces

Rembrandt lighting
Rembrandts triangle

Active

PASSIVE

Butterfly lighting
glamour

OUTCOMES

Outcomes

Makes visibility of the Concept.

Tells about the Story.
Builds Interest and Excitement .
Builds a Sense of Make Believe.
Arresting Memorability & Retention.
Relation and Aspiration.
Builds Relatibility.

Role of Fashion Photography In

Branding Today

THANK YOU !