Chase Jarvis Chase Jarvis
  • Photos
  • Projects
  • About
  • Blog
  • Book
Chase Jarvis Chase Jarvis
  • Photos
  • Projects
  • About
  • Blog
  • Book

Communicating Emotion: Review of A vs B Photo Discussion

I love how opinionated this community is. There is no right, no wrong – just a good bit of discussion…

In case you’re lost, I promised to follow up this earlier popular Which Photo is Better A or B? post. The discussion on these is always spirited–in this case the post received more than 1000 comments in 24 hours–of which I read them all. A breakdown by numbers, my particular take (it was different than most of your votes), and a fascinating old JWT video that features Stephen King and a box of hammers, which subtly reveals a good bit about products and our emotions around them, all after the jump…

First, here’s a breakdown.

1. By popular voting, reader choice is Photo A. Overall opinions mostly hinged on the facts that “you could see more of the product” OR it was non-vote for B, in which the sentiment was centered on “the lens flare is too distracting”…

2. This advertising image was indeed shot for LuluLemon and, true to our readership popular voting, the final call on this image from the client was indeed Photo A. I like A. It’s a super solid shot. Clear. Tight. Right on brief and right on my personal style.

3. But my preference was for image B. I like the special sauce that the flare adds. That said, I certainly and completely understand the client choice – professionals always default to the people writing the checks. There are often clear marketing objective that play a role before the shoot AND many objective arise/come out during and after the shoot… In the end, to the credit of LuluLemon’s team –and they’re a really smart bunch– they really wanted to see the product since it was one of their first foray’s into running wear. I love the final image in A, but it’s perfectly ok for me to like B a little more.

Here’s why:
(First another glance at the images.)

This is PHOTO A, below.

Runner A

THIS is PHOTO B, below.

Runner B

First – remember I’ve talked at length before (post here: photographers push your art directors….) about my creative approach when on commercial shoots…. My initial goal: making the image from the creative brief…focused on pleasing the client, checking all the awesomeness boxes, where everybody on set looks at one another and says “we got the shot”. THEN, after that moment, push things a little bit and say “let me experiment”…push the concept a little more, check your own awesomeness box and throw that image into the mix for final selection. That was at work here. Image A was “the brief”. Image B, was me adding points of flare. In this case, a flare 😉 [*Note also that I often report on the client then choosing my “special sauce” image? Well, doesn’t always happen – as in this case here…But not to worry.]

Ok. I like image B purely because of the emotion involved. The emotion that the image makes me feel, the emotion that’s on the runners face, the emotion that I, as a runner, connect with when I go for long runs at sunset and my eye does the same thing that a camera sensor does when the sun hits it, etc. I disagree with technical arguments against this image. I worked for about 40 minutes to get this shot. The lens rendered the image beautifully, as did the camera. If you make the distraction image, I’m not buying it either. But that’s just me. I’m looking for the substance of the photo and it’s obviously not all to be found in the flare. My eyes move thru the photo.

There are always, as I mentioned above, marketing objectives that drive the content of commercial images… That’s their nature. But where the tug of war happens — and why I selected this pairing of images — is that the marketing objectives (here to make a really nice, connecting shot with the runner and the product) are sometimes at odds with a purely emotionally response based image. In fact, I believe that if you take away most of the technically-based comments below, that a majority of the people would actually connect more emotionally with Image B. Like yours truly.

Isn’t that the highest goal of an advertising image? To connect emotionally with the product or service? Debatable indeed, but it’s how I like to think about it. From both a creator perspective and as a buyer of stuff. It’s partially The client can always — and often does — think more comprehensively about the campaign than the artist who is actually shooting the campaign but my sentiment is emotion. Let the people higher on the pay scale decide the rest of the stuff…

With regard to commercial art specifically, I personally share a view shared in part by uber-planner (creative strategist) Stephen King puts it, as pulled from buddy of mine Feris Yakob over at Talent Imitates, Genius Steals:

“- communication is an indirect force rather than a direct persuasive one
– its primary role is to intensify a brand’s meaning totality (‘brand gestalt’) by creating intensity of feeling, rather than conveying rational messages
– it works most effectively by building long-term brand associations & values rather than via short-term sales shifts
– a planner’s role (photographer’s perhaps) is to … not get dragged into the nightmarish mechanistic false world of purchase intent methodologies.”

Pretty much sums up why we need to be pushing creativity to clients that we believe in, right? Ultimately they make choices based on bigger spheres, budgets, jobs, goals, etc than we do creating the work, BUT it shouldn’t keep us from making the stuff we feel is most creative after you “get the shot”.

What say you?

[Final departure: here’s a funny old 1970’s JWT agency video where these gents articulate in/around the emotional side of hammers and dress suits. Worth the 90 seconds if you like this stuff. ]

Related Posts

Which Photo is Better A or B? [Sir Mix-A-Lot Album Cover]
Two Paths for a Photograph: Arresting Vs. Welcoming. [Discussion on A vs. B]
Which Photo Is Better: A or B ?

86 replies on:
Communicating Emotion: Review of A vs B Photo Discussion

Comments navigation

Previous
Next
  1. dunhill pipe tobacco says:
    February 1, 2014 at 4:05 pm

    To effectively reword comments, you need to be creative and even more creative. Convince the author that just because the article is overly bland, it’s still information they should have it visible on their blog.

  2. J_LeAnn_Shoots_People says:
    April 15, 2011 at 5:36 am

    Artistically I love shot B. You feel the scene. It can stir emotion. I completely understand the client choosing shot A though. This shot shows off the clothing well.

  3. Mike says:
    March 25, 2011 at 2:11 pm

    Not sure if you’ll see this so long after the post, but I keep referring people here. Every time someone shows a picture using flair as an artistic element there is inevitably the “flair is distracting crowd” and the “i like it” crowd. I send them this way because this is a great discussion of the subject and clearly has stuck in my mind.

    Thanks for the info and insight. I think it helps many people who enjoy photography.

  4. Pingback: » A vs B Peter Carroll’s photography blog
  5. Joel C says:
    January 20, 2011 at 8:55 pm

    Not sure B works at all… A looks cool though..

Comments navigation

Previous
Next

Comments are closed.

BUY NEVER PLAY IT SAFE NOW!

Get weekly, curated access to the best of everything I do.

Popular Posts

20250611_CJLIVE_ToDoList_Micro_Thumb_16x9_v2.5What If Social Media Was the Best Way to Learn New Creative Skills?
Chase Jarvis in mid-conversation, gesturing with his hands, wearing a casual maroon t-shirt. The background appears to be an indoor space with wooden beams on the ceiling and soft lighting. On the left side, a bold yellow and black graphic reads "THE CHASE JARVIS LIVE SHOW," with each word stacked in a column. The scene conveys an energetic and engaging atmosphere, with Chase passionately explaining something to the person in front of him.The Secret to Lifelong Creativity (Hint: It Doesn’t End After Your 20s)
Héctor García and Francesc Miralles smiling, with bold text in the center reading '4 Steps to Discover Your True Purpose' on a black background. Framed with a yellow border, creating a high-contrast, engaging design.Why You’re Not Finding Your Purpose
20250224_CJLIVE_DontLetYourDreamsDie_Micro_Thumb_16x9_v2.5Don’t Let the World Kill Your Dreams — Here’s How to Fight Back
Promotional image for The Chase Jarvis LIVE Show featuring Henry Shukman. The text reads 'USE MEDITATION TO HEAL' in bold white and yellow letters on a black background. On the right side, there is a smiling portrait of Henry Shukman, a bald man with a beard, wearing a dark blue shirt. In the top right corner, the show logo 'THE CHASE JARVIS LIVE SHOW' is displayed in yellow and black.The Deep Connection Between Creativity and Meditation
Dr. Tessa West and a title "This Is Why Connections Matter." Dr. Tessa West is positioned on the left side, smiling and wearing a burgundy top. The background has a dotted pattern with a gradient from black to blue. The title is prominently displayed in bold white and yellow text, with the word "Connections" highlighted in yellow. In the top right corner, there is a small logo for "The Chase Jarvis LIVE Show."Finding Meaningful Work is Harder Than You Think
Redefining success through creative entrepreneurship. A man is deeply focused on a chess game, holding a piece above the board. The scene is bathed in dramatic lighting, casting strong shadows. The background features an abstract, gritty texture with predominantly red and dark tones, adding intensity to the image. The chess pieces and the board are in shades of blue and gray, contrasting sharply against the vibrant backdrop.Redefining Success: I Made $5 Million in Revenue and Still “Failed”
A canvas set on an easel is partially consumed by fire, with flames erupting from the center, symbolizing destruction or self-sabotage in the creative process. The background is dark and smoky, further emphasizing the intensity of the scene. On the left, bright yellow text reads "THE CHASE JARVIS LIVE SHOW," contrasting sharply with the dark, fiery image.Are You Secretly Sabotaging Your Creative Career?
On the left side, the show's logo is displayed, with "THE CHASE JARVIS LIVE SHOW" in bold black text inside yellow rectangles, stacked vertically. The right side of the image features a cosmic scene set in outer space. Two large dice are floating in space, surrounded by swirling galaxies and nebulae. The background includes vibrant colors, such as deep blues, oranges, and whites, creating a dynamic and mystical atmosphere. The glowing spiral galaxy in the distance adds to the sense of wonder and exploration in the image.Why Success Demands You Never Play It Safe
Illustration of a sheep breaking away from the herd, running in the opposite direction across a green field under a blue sky with clouds. The text 'The Chase Jarvis Live Show' is displayed in bold yellow and black on the left side.6 Unexpected Ways to Break Free from the Herd

Daily Creative Projects

© 2024 Chase Jarvis. All rights reserved.

My New Book Is Here!

This book is a powerful compass for embracing risk and creativity in all aspects of life. Chase shows us how to step out of our comfort zones and become who we were meant to be.

SOPHIA AMORUSO
Serial Entreprenuer
NYT Best Selling Author of Girlboss

BUY NOW!

My New Book Is Here!

This book is a powerful compass for embracing risk and creativity in all aspects of life. Chase shows us how to step out of our comfort zones and become who we were meant to be.

SOPHIA AMORUSO
Serial Entreprenuer
NYT Best Selling Author of Girlboss

BUY NOW!