The new value of architectural photographs

We all carry a camera in our pockets, we all photograph what we see and every day we upload millions of images of the world that surrounds us to the internet. 

The fact is that the life of photographs definitely happens nowadays on the internet and that these new images of the world that we constantly shoot with our cameras are located in a reality that is actually anywhere but at the same everywhere and sure available to everyone of us in our computers, tablets and smartphones. 

It’s been some time ago that the impact of the printed media has been far outweighed by the overall size and reach of the digital media and its fascinating interactivity and powerful marketing tools: if we talk about the diffusion of an architectural project, the publication on paper is no longer an end in itself but just another more support in a wider communications strategy. 

The value that professional photography provides in this scenario is to decidedly implement the global spread and perpetual reach possibilities that the internet offers to photographs: the new value and meaning of photographs is completely based today on its circulation. 

Maybe the reading of the photographs published in a printed magazine is more personal and certainly much more direct than the same image as seen on a screen. In both cases however, the greatest difficulty that a photographer has to overcome is the reading speed that determines when to quickly turn a page in a magazine or to even faster leave that very same page on the screen with a click. 



Catching the attention of the readers and getting them to stop and look at a photograph created to convey a carefully crafted message involves igniting the communication that the image actually seeks and highlighting this photograph from the vast ocean of images that are published daily by billions online . 

The photographer who knows the keys to catch the viewer's attention and to make his works to stand out above the rest is the one that will be able to consciously create the interaction that triggers all the enormous potential of communication with which the photographs are devised. 

The simpler the visual language with which the photographs that represent an architectural project is, the more easily these images will be continually interpreted all over the world and the more effectively they will take advantage from the enormous value that the circulation of photographs brings to a successful communication . 

As I have said many times before, architectural photography is a matter of persuasion: the question is then to reach and to capture the largest possible audience and raising a communication even broader because this is what really makes photographs valuable and profitable.

David Cardelús