BL Sept Oct 08 17-32

W
elcome to Black’s Magic
As you may recall, we outlined the twelve components of a photograph in the previous issue. For the next
several issues, we are going to address each of these elements at length. How does this help? By thor-
oughly understanding these elements, we can work with even more conﬁ dence and create photographs
with stronger visual interest. The ﬁ rst element we are going to learn about is “Composition”.
Composition can simply be described as the overall “look” of a
photograph, it’s “ﬁ rst impression”, if you will. The Professional
Photographers Association competition guidelines includes “Good
placement of the subject matter” as a key attribute (among other
more technical aspects) of a well-composed photograph.
Good placement of your subject(s) is vital. In fact, you can vary
the visual impact and interest in your image greatly by just moving
your camera around your subject. Where do we start? We start
with two simple concepts:
The ﬁ rst concept is one that should, in most cases, be avoided.
That is creating a “static” image by placing your subject dead-cen-
ter in your viewﬁ nder. Doing so leads the viewer’s eye directly to
your subject, which seems like a good thing, but doesn’t hold the
viewer’s interest because there is nothing else of interest in the
photograph. (How long can you stare at a target before your mind
begins to wander?)
The second concept is the “rule of thirds”, where the subject is
placed off-center, at a point one-third from the edge of the photo-
The accompanying portrait of the girl with her horse is presented both ways
graph. It can be any edge – top, bottom, left or right. Sometimes,
– ﬁ rst with the subject placed dead center and then carefully placed in the
an even stronger image can be created if you place your subject at
right third. Most viewers would agree the offset image has a more visual
the point where two points intersect, where the upper and right-
impact and a stronger dynamic element.
hand thirds meet, for example.
Constantly Captivating Customers
C
reating Award Winning Customer Service
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The ﬁ rst week in October is National Customer Service W Follow Through
The quickThe quickest west way to pry to provvide exide exccelellent customer service is flent customer service is folollowing lowing
ve principles will ensur thrthroough. If yugh. If yoou sau say yy you’ou’ll do something fl do something for yor your customerour customer, mak, make sure sure to e to
do ido itt in a timely f in a timely fashion. Fashion. Foolllowing thrlowing throough makugh makes customers fes customers feel imporeel impor-
tant and worthtant and worthy!y!
pression is alw Say Thank You
uage and verbal commu
☺
eek which pro-
vides an opportunity to assess your customer service acumen. Following
these ﬁ e your providing the best customer service
possible.
Attitude and Actions
The ﬁThe ﬁ rrst imprst im ession is alwayys the most important. As the most important. Atttiittude, body lan-ude, body lan-
guage and vg erbal communication prnication provvide customers the motivide customers the motivaation to tion to One of the main goals of customer service is crOne of the main goals of customer service is creeating an enating an envirvironment of onment of
buy or not. When fbuy or not. When face to face to face crace create an eneate an envirvironment that is positivonment that is positive and e and repeat customers. Exprepeat customers. Expressing gressing gratiatitude and thanks to ytude and thanks to your customers is a our customers is a
warm barm by using eyy using eye contact, speaking clearlye contact, speaking clearly, and smi, and smiling often. On the ling often. On the grgreat weat wayy to k to keeep them coming back. Sending thank yep them coming back. Sending thank yoou notes or caru notes or cardds, s,
telephone crtelephone create that same eneate that same envirvironment bonment by standing during the cony standing during the converer- coupons or discounts, or notiﬁcoupons or discounts, or notiﬁ ccation of new pration of new prooducts or services after ducts or services after
sation, looking fsation, looking forworwarard as if the person wd as if the person was in fas in front of yont of you, and smiou, and smiling ling purpurcchases arhases aree made is a gr made is a greeat wat wayy to k to keeep yep yoour customers coming back!ur customers coming back!
often.
Listen The Learning KThe Learning Keeyy, I, Inc. in Wnc. in Washington Crashington Crossing, Possing, Pennsylvennsylvania, is an indus-ania, is an indus-
I believe the rule of thirds is so effective because it causes viewers to scan the entire image as if reading words on a page. By doing so, the view-
Let yLet your customer know your customer know yoou aru are truly engaged and intere truly engaged and interested in their ested in their try leader in prtry leader in providing trviding training and devaining and development services. elopment services.
er takes more time to view all the elements (subject, foreground, background, etc.) and better appreciate the image. This belief has become even
needs. Activneeds. Activee listening means y listening means you arou are able to re able to reieiterterate their concerns ate their concerns
stronger as I realized how effective it can be to place the subject in the lower right-hand corner of the photograph. This area, sometimes called the
and ideas, mirrand ideas, mirroor their emotions and prr their emotions and provide solutions to prvide solutions to problems they oblems they
“lonely corner”, can be effectively used to create a mood of isolation. It can also be used to strengthen your subject’s presence, as in the accom-
present.
panying bridal couple’s portrait. Perhaps this is true because this area is at the “end” of the page, where punctuation deﬁ nes the content.
To contact The Learning Key, Inc.,
Relieve their Pain
Rules, rules, rules. I prefer “guidelines” instead. Photography is an artistic endeavour and, as such, should be approached with a soaring creative
call 800-465-7005 or 215-493-9641.
Customers buy when they need something. YCustomers buy when they need something. Yoour prur prooduct or service has to duct or service has to
spirit. Yes, I use the rule of thirds as a starting point when creating many images, but I also let my heart and my insightful instincts guide me
meet that need bmeet that need byy r reelliieving the pain they areving the pain they aree experiencing. B experiencing. Bee patient as patient as
www.thelearningkey.com towards creating images. By doing so, I believe we can create photographs that are true to our character as well as that of our subjects.
you explore their pain and needs. Providing exceptional customer service
may mean referring them to another source instead of forcing a solution
The next installment of Black’s Magic will help you with tips on “impact”, helping you create moods and direct the viewer’s attention.
on them.
Wilson Black is the owner of Wilson Black Photography LLC, your exclusive source for Insightful ImagingSM. For more information, please visit
BL
www.wilsonblackphotography.com.
Bucks Lehigh Magazine 27
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