Role of Fashion Photography In

Branding Today

Science of Body Postures

BY SUKRITI BAJAJ
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.

To many, body language is considered the most important aspect of

communication as it sends signals to how we are truly feeling.
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) taken for the fashion industry,
Where the visual story telling is everything.
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 & cinematographer is most crucial.
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.
Black and white can be artistic, raw, or elegant.
Use harmonious color palettes, just like in UI design.
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 in case of selling
swimwear ideally we would look for someone tan.
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
Disbelief or Thinking to yourself
Picking of imaginary lint:
Displacement gesture
Disapproval of the Attitudes or
Opinions
This action makes one look away
from the other person while doing
some irrelevant action
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.

Walking, Hands In Pocket, Hunched Shoulders can mean dejection

Body Language: Non-Verbal Communication

Looking Down, Away From The Body this 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

Sitting, With Legs Apart a relaxed posture.

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 boredom.

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 more clearly.
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, fiddling with
your watch or jewelry, etc. Too often the item becomes something for you
to play with unconsciously, or in the cause of notes, a crutch that
prevents you from looking at the audience.
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 open-handed 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.

Gripping the podium. This gesture is usually accompanied by the "deer

in the headlights" look. If you're using a podium, place your hands lightly
on the top of it or in a relaxed hold on the edges.
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
melodramatic and insincere.
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 so you are partially obscured behind something, then you have to
rely more heavily on your voice and facial expressions to convey
meaning. If you must stand behind something, do so with assurance and
not as if you are shrinking from the audience.
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 nervousness and makes
it harder for the audience to hear you.
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 layoffs, for example, your audience will
interpret it as a sign of your lack of concern.
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 Women

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 difference, especially in beauty work. Just
raising one shoulder higher than another will add dimension and strength
to the image.
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 sides of their face. It can also give negative energy to
an image, a bored neutral look. With the mouth slightly open, the jawline is
elongated and gives a subtle intimate invite to the viewer.
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
three-quarter 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 a
strong pose, the last thing you want is the model to make a drastic
change to her body or face. So its important to condition the model to
make small steps and only slight differences in gestures.
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 frame also lines of the body. Model
should use their legs to compliment parallel lines of the arms or use the
hands to form shapes surrounding the body. Lines are a crucial piece to
the puzzle.
The Language of Photographic Pose

Get Low & Talk When shooting three-quarter 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 buzz word such as fabulous, great,
beautiful, excellent or love.
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
communication. This will keep the energy high and push the model.
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, betrayal,
jealousy, disease, warning
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
Royalties, nobility, spirituality, ceremony, mystery, transformation,
wisdom
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 !