5 Tips To Cultivate Your Visual Voice
One of the biggest challenges I faced as a new photographer in the early days of my career was defining my style and visual voice. I knew what I enjoyed photographing and what lit my "creative fire," but my work was all over the place. I'm entirely self-taught; I started with simple still lifes and creating little scenes in my cottage. A basket of peaches, sparkling champagne, or a cozy corner piled with books strewed about the floor with a steaming cup of tea in the morning sunshine... I had nothing fancy or a wide prop selection to play with, but the more I practiced and played, the further I defined my unique style and personality as a photographer. The early days were a jumble of experimentation, play, failure, frustration, learning, and insecurity splattered with a few "Ah ha!" moments and little wins. Have you felt that way at times?
My prior career in fashion design, which I didn't see at the time to be relevant to photography, immensely helped me when it came down to curating and defining my aesthetic. Before I left New York, my position in the design and production department of Calvin Klein Collection, was to artfully and meticulously select images and references that reflected the upcoming collection. I'd spend hours combing through magazines, online publications, books, and anything that would enhance the runway show's overall vision, mood, and atmosphere. Images have a way of evoking emotion in a single, instant glance that words can't. It's a skill I've translated over to my work now, even if it's branching off a different creative tree.
My question to you is this - is there a skill you have developed in another area of your life that can be adapted or transferred into your photography and business today? Is there something you're exceptionally good at? If I were to ask a friend or family member, "What is your name really skilled at?" Often we overlook our greatest skills because they come to us easily and naturally. Whatever their answer is, can you apply that to your work or style now? Even in subtle ways…
For example, if someone said you're a great listener, how can you apply that to your photography? Maybe it's your keen eye for details, the little styling touch that makes the photo, listening and understanding a brand's needs holistically, and going that extra 10% with your deliverables. Over time, those unique skills and factors will help clarify and define your unique visual voice. Ultimately, your combinations of skillsets will create a defined wrapped-up with a bow package of you and your work that can easily be identified.
If you're unsure where to start, these steps have helped me define my visual voice and photography style. A few of these will naturally flow and evolve as you grow, and that's ok. It's all part of the process and our own creative journey that, is an oh, so lovely yet winding path. Just getting your feet on the path is the first step.
Create a brand/style board
Create a concise yet comprehensive brand board using your images or anything you find online, in magazines, books, or anywhere. The board should represent everything from your colors, fonts, text clippings, types of photography, and anything that defines your brand and what you envision. If a stranger were to look at it, they would instantly understand the picture and heart of your brand. This is a fun exercise and can be quite hard, actually, so take your time. Less is more here. We can often get carried away by clipping out so many images we love that often, one image can represent them all. It will be an initial useful reference point for the future. Pin it up by your work desk to refer back to.
2. Surround yourself with inspiration and references
Gather as many references and inspiration beforehand when working with a client or preparing for a shoot. If I'm feeling a bit uninspired or stuck, I look through my books, online, or on Pinterest to get my ideas flowing. It's much easier to style and think out of the box when you're surrounded by inspiration. And most importantly, they will keep you on track and aligned with your objective that pairs with your brand's aesthetics.
3. Consistency
It's natural for your styling, editing, and overall look to change over time. But the one thing that has helped me through the twist and turns is consistency in my output. Consistently shooting, practicing, and sharing is the key to long-term success. Eventually, you'll fine-tune your editing process and style, and brands will appreciate your consistency. And social media's algorithm (I say that begrudgingly!)
4. Define Your Creative Signature + Values
As a photographer and creative, what do you value? What are the hallmarks of your work? When someone looks at your portfolio, can they instantly recognize that it's yours? "Oh, yes, that's your name; his/her/their's moody and contrasty style is his/her/their's signature." Can your audience or previous clients unknowingly point out your work and describe why they knew it was yours? Even if you're just starting, it's important to consider the broader picture of how you want to show up in your field and among your peers.
5. Stay in Your Lane
A side note to the previous one, it's natural to deviate and experiment as you curate your creative style. Although tempting as it may be to jump on a trendy IG bandwagon, being reactionary can be detrimental in the long run. Do what you do best, and don't conform your style to fit in or into someone else's vision. You will produce your best work when it aligns with your brand's style. Suppose a brand is looking for something which doesn't resonate with your photography aesthetic. In that case, it most likely will be a struggle for you (and your client will probably see that), so it's best to politely say no thank you and trust that other more fitting opportunities will come your way.
I hope these tips help you continue to grow and define your unique visual voice!
Alanna
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