Over the years, photographers have perfected the art studio lighting. They work in traditional, light-controlled studios with various combinations of continuous and strobe lighting, bouncing in backfill to create the perfect highlights, shadows, softness and drama. It's a process of adding light in a controlled way to achieve a natural look.
Increasingly though, creative directors and photographers have started to ask why we go to the effort to recreate natural light instead of simply using natural light?
The authenticity of daylight photography
To help directors achieve their visions, more studios are adding daylight sets to their capabilities where real, natural light can be used in controlled environments. The result is a warmer, softer, more natural look that allows us to feel the sun with our eyes. It triggers something in our brains that whispers authenticity.
Connecting with our audiences
We talked to several creative directors and they told us they prefer daylight studios because they’re looking for a way to visually connect with their audiences on an emotional level. After all, most buying decisions are emotional, and people prefer to buy products with which they feel connected.
Their creative intent is to produce images that subconsciously move people to feel something positive. When they're happier—with themselves and the products that helped make them feel that way—consumers become connected to that product. And when they're connected, they buy.
As marketers, that's our reason for being.
A fresh approach
Working in the daylight studio takes a different approach—a different eye—and not everybody can make the leap. Daylight forces photographers think differently. Rather than adding light, in the daylight studio photographers start with a full spectrum of sunshine and then take away light from different angles until they achieve the perfect look. It truly is addition by subtraction.
But the benefits of shooting in the daylight studio don’t end there.
The sun's warming effect
Universally, the creative directors we talked to told us they discovered something surprising (and, if you ask me, amazing!). Working in the daylight studio not only made the shots warmer and more emotional, it made the people on set happier, more energetic, more creative—and more connected to each other.
After all, it's that authentic connection we all crave. When something as simple as sunshine can make those connections happen, it's a beautiful thing.
Perhaps John Denver said it best:
Sunshine on my shoulders makes me happy
Sunshine in my eyes can make me cry
Sunshine on the water looks so lovely
Sunshine almost always makes me high