What defines best Architectural Photographers

Bangalore based architectural photographer Sudhir Ramchandran has been known for his architectural photography of Hotels in India and building across the world.His pictures have an amazing depth and hold your attention as your eyes travel to unravel more information in the image.They have a symphony of elements that defines the architectural splendor.

He is called exclusively to shoot Presidential suites to create images that need to  communicate beyond the 4 walls of the room, eg: attributes like eloquence, service standards and  luxury . Sudhir Ramchandran is a photographer whose understanding and mastery of light to paint a picture is immaculate.

There is always an exclusive role of light in the best of his architectural photographs. A few examples below.

The style can vary . This is a graphic architectural photograph shot at Jaipur. The golden streaks of the sun, the 2 people with a touch of colored turban and a pigeon all add another dimension making the image unique for the moment it was captured in. As an architectural photographer one should look for such moments to make the photograph exclusive.

Many have shot the Golden Temple at Amritsar, what sets this particular photograph by Sudhir Ramchandran memorable is the colour of the sky, natural lightning , and a wet roadside that defines the environment. Again freezing this monument in a moment for eternity. The best architectural Photographers in the world shoot in various weather conditions to make their photographs stand out.

What is remarkable in this picture the depth of view upto the last pair of minars and clarity and sharpness achieved by the photographer.

Architectural Photography of interiors can also get very monotonous and clinical if the photographer does not use creativity of light and props.  Also important in the works of a good architectural photographer is the balance of light if the composition has both interior and exterior elements in it. The following architectural photograph by Sudhir Ramchandran , he perfectly balances the exposure from the moonlit sky to the interiors of the room.

Visual Marketing

If you are familiar and experienced words like info graphics, Vine videos, Instagram videos, YouTube Videos, Photographs that tell a story, you have experienced visual marketing. Considered a key component of modern marketing, Visual marketing has become more powerful with the increased usage of new age mobile phones. As per Comscore“a majority of consumers are "multi screening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed”. The experiences deployed across devices needs to be more visual and connecting so that consumers can easily recall the information shared with them.

It is believed that visuals are processed 60,000 times faster than text. Photos and videos account for 93% of the most engaging content on Facebook. Instagram shares, FB shares, YT shares are all evident examples of what people like. There are enough behavioral and cognitive theories to prove the efficiency of communication when done visually. However, the quality of the visual content definitely plays an important role in this entire process.

Visual Marketing in India is still developing and brands are trying to break through the clutter of visual noise online. To create a successful campaign the marketer needs to be nimble to the changing consumer needs and market environment – digital undoubtedly makes this possible. With online data analytics it is easy to understand specific consumer behavior towards your campaign. The idea is not to have one successful campaign but to build a brand that can sustain itself through your online efforts.

All the platforms your brand is present on need to have a consistency in the brands visual language. Only then the relevant consumer can eventually start identifying the brand and its values and become loyal to the brand. Sudhir Ramchandran who runs an online visual marketing company in Bangalore, shares his insights on how his team helped brands like Taj and F1 Singapore evolve their online presence. His team, which includes strategists, designers, copywriters, a technical and analytics team and animators develop what they call as morphing websites. The UX and IA of these websites is developed to handle the transformations and modifications of visuals continuously based on the analytics of changing consumer behavior. He says its important to align to changing consumer needs to reach the marketing goals. The approach is about being relevant and more focused to achieve conversions than just mass-market awareness.

Whatever you choose as the end goal, creating a relevant visual message can impact the way your consumers build the perception of your brand in their minds. So it is no more just a visual but a visual that represents your brand and a stepping stone to brand building.