Photographs are used in the majority of advertising campaigns and this means that the role of a commercial photographer is highly significant for businesses running any advertising campaign.

Photographs are of such great importance because it is these photographs that are likely to grab the attention of potential customers and spark an interest in a product or service, leading them to read more or to make an enquiry or purchase. Photographs provide viewers with a great deal of information about products or services quickly and easily. Attracting and holding the attention and interest of your target audience is vital in advertising and the right photographs can help you do this effectively.

A commercial photographer can help any business with their advertising efforts because there are so many different techniques within commercial photography that can be adapted and utilised for individual wants and needs:

Pack shot or product photography: If you require specific products or items to be photographed, working with a commercial photographer experienced in pack shot photography is recommended. A product photographer will be able to arrange and photograph your products looking their best and to the brief so compelling shots are produced. This can be highly advantageous in catalogue photography.

360 photography: If photographs can offer a lot of information about a business and its products then photographs taken by a 360 photographer can provide even more information. 360 photography enables an object or scene to be viewed from all different angles. This can be especially useful for businesses selling products online. A 360 photographer can provide your visitors with the capability to explore an item from different views, to zoom in or out and to pan around the object too.

Food photography: this is a specific branch of commercial photography of great importance because many food businesses rely on photographs to entice their customers. A food photographer is especially experienced in photographing food so it looks its most tempting and delicious.

Interactive web video/catwalk video: Online businesses are constantly looking for new ways to provide their visitors with more information about the business they have and the products they sell. Web video is becoming an increasingly used way of doing this. Interactive video on the web can provide potential customers with useful information and can also help develop trust and respect. Many consumers feel vulnerable when shopping online because they do not see who they are buying from in person. An interactive video on the web can combat this problem; it could feature a staff member for example. In fashion, a catwalk video is popular so the products a visitor is considering can be seen for themselves on a model. Web video is becoming an increasingly important part of commercial photography.

The setting is highly important in advertising and hence commercial photography. A commercial photographer in Yorkshire has the ideal location because they have the rural backdrops of the Yorkshire Moors as well as the nearby buzzing environment of Leeds for city shoots. Yorkshire has been a favourite for many commercial photographers and their advertising campaigns.