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Commercial Advertising Photography - The Art Of Fooling The Eye

Braxton Tulin - Wednesday, April 24, 2013

The first thing you notice about commercial advertising photography is the product, and how fantastic it looks. Successful and effective commercial advertising photographers will be able to create an image which stands out for all the right reasons, grabs the attention of the target audience and communicates the right message almost instantly.

But whilst it's easy to admire the look of the product and the skill of the photographer, in most cases commercial advertising photography is not about what you see, but about what you don't see. You might think that when you look at an advertising image what you're seeing is what the photographer saw, but that is invariably not the case.

Of course, we all know that there are tricks of the trade and many people will immediately assume that any image will have been doctored using a graphics tool such as Adobe's Photoshop, and whilst this may be the case, there's far more going on than meets the eye. One of the first things to appreciate in commercial advertising is that what you see is almost certainly not quite what you would see if you were looking at the product yourself in a shop.

Lighting, the environment and many little known tricks of the trade all come into play, helping to create an illusion which doesn't just look real, it actually looks more real in some cases than it would in real life. For example, if you were looking at a television in a shop then you'd probably either see a whole lot of distracting reflections in the screen, or the television would be on and you'd be watching a picture. In a product image though you're either going to see a screen that doesn't have any distracting reflections in it, or it will look as though it's on and displaying a picture.

The trouble is that if you take a photograph of a television, either switched on or off, neither result will look very realistic. So how do product photographers make their images appear to be so realistic, whilst still being entirely different to how a normal photograph of a television would look?

In order to take a photograph of a television switched off commercial advertising photographers will either have a studio which includes a 360 degree backcloth to remove any potentially distracting reflections, or they will edit the image afterwards, replacing the screen with a shaded black rectangle which looks realistic, yet which doesn't even exist as part of the screen in real life. But how about taking a photograph of a television that's switched on?

If you've ever tried this you'll know that the result will look terrible- very fuzzy and half missing. This is because the camera lens sees what your eyes and brain can't see - the fact that the image on the screen is only an illusion created by rapidly flickering lights. So professional photographers will usually take a screen grab from a computer and then superimpose that onto the photograph of the screen to improve the quality. The final image will look just as you expect it to, even though you know that that's not how it would really look if you took a photograph of it.

Effective commercial advertising photography allows us to be fooled, even when we know that what we are looking at can't be real, despite looking very real. The art of illusion and of fooling the eye is a subtle one, because consumers will not be interested in a picture which has been obviously doctored, yet will be enticed by an image which they know can't be completely real. If you're not sure how to achieve the right balance then it's far safer to leave it in the hands of the experts.

For more information about commercial advertising photography, including booking a professional photography studio for your product shoot, visit Bennion Advertising and Marketing

Bye Bye Flash! No Flash support for Chrome on Andriod

Braxton Tulin - Sunday, February 12, 2012
Chrome for Android will not run Flash Player, the popular software that Apple has famously banned, Adobe confirmed last week.

The acknowledgment was no surprise: Last November, Adobe announced it was abandoning development of Flash for mobile browsers. In other words, Google missed the Flash boat by several months.

"Adobe is no longer developing Flash Player for mobile browsers, and thus Chrome for Android Beta does not support Flash content," said Bill Howard, a group product manager on the Flash team, in an Adobe blog Tuesday.

The stock Android browser included with the operating system does support Flash, noted Howard.

Early hands-on reviews of Chrome for Android also noted that the new browser doesn't support Flash.

Adobe explained its decision to halt work on Flash Player for mobile browsers as necessary to shift resources, notably to its efforts on HTML5, the still-developing standard that will ultimately replace many of the functions Flash has offered.

"We will continue to leverage our experience with Flash to accelerate our work with the W3C and WebKit to bring similar capabilities to HTML5 as quickly as possible," Danny Winokur, the Adobe executive in charge of interactive development, said last year. He was referring to the World Wide Web Consortium standards body and WebKit, the open-source browser engine that powers Chrome and Apple's Safari. "And we will design new features in Flash for a smooth transition to HTML5 as the standards evolve."

Analysts read the move as a tacit surrender to the trend, first seen at Apple, to skip support for Flash on smartphones and tablets. In 2010, former Apple Steve Jobs had famously dismissed Flash as unsuitable for mobile devices because it was slow, drained batteries and posed security problems.

With Google's long-term plan to replace the stock Android browser with Chrome , Flash will ultimately be unavailable on the vast majority of smartphones: According to research firm NPD Group, Apple's iOS and Google's Android powered over 90% of all smartphones purchased in the U.S. during the last three months of 2011.

Experts expect that Flash Player on the desktop will also fade over time as support for HTML5 in browsers and websites expands. Microsoft, for example, has already said it will block the Flash Player plug-in from being installed on the touch edition of Internet Explorer 10 (IE10) within next year's Windows 8.

But Adobe has not thrown in the towel.

Earlier this week the company launched a beta version of a "sandboxed" Flash Player plug-in for Mozilla's Firefox on Windows -- following a similar move in 2010 for Chrome -- and said its next target for boosting Flash security will be Internet Explorer.

Chrome for Android requires Android 4.0 or later, aka "Ice Cream Sandwich," and can be downloaded from the Android Market.

As of mid-week, Chrome for Android was in the No. 190 spot on the Android Market's list of top free apps. The Market also noted that the beta browser had been installed on between 100,000 and 500,000 devices since yesterday.

Original Post from PC World : Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at @gkeizer , on Google+ or subscribe to Gregg's RSS feed . His e-mail address is gkeizer@computerworld.com.

Edge, The next-generation HTML5 tool from Adobe Systems.

Braxton Tulin - Tuesday, December 20, 2011
Adobe has made another huge step forward towards the great and powerful HTML5 technology by releasing the public preview of Adobe Edge tool (which by the way you can already download from Adobe labs). As it has been said, Adobe offers a preview of this new software so you could take part in the process of debugging and improving Edge by sending the Edge team your feedback concerning the brand new product. The real fun part is that this is basically the last hope of Adobe in terms of not losing the web animation battle. That’s why it matters so much to all of us.

Adobe Edge is the web motion and designing tool that creates animated content with the help of open source standards such as HTML5, CSS3 and Javascript programming language. It is obvious that with the release of Edge Adobe moves towards the mobile devices which are currently the sweetest piece of the web market pie. It seems that Adobe decided to remind us all that they are not only famous for Flash, but if you think that Edge is going to replace Flash I guess it is not quite right. Well, at least it won’t happen in the nearest future. It is just an additional software for mobile developers that may be a part of a powerful tandem with other tools. Also don’t forget about Wallaby project – Flash to HTML5 converter from Adobe, it still remains one of Adobe’s priority directions and can be considered a software complimentary to Edge and Flash.

Major features
User interface attracts with excellent easy timeline panel and additional toolbars. Of course those web developers who worked with Flash editor or After Effects will find many adoptions in the Edge’s interface but with easier usability level.
File import feature allows you to import SVG, PNG, GIF, and JPG web graphic files. SVG is not fully supported at the preview version and Edge developers promise more “SVG freedom” in the future.
Compatibility is the issue that is the most important to the majority of mobile developers. Adobe Edge is compatible with all major mobile web browsers that have HTML5 support (including iOS, Android, HP webOS and Blackberry mobile browsers) and all desktop browsers with HTML5 support.
The output standards are very promising for web developers because Edge not only reads but also writes HTML, CSS and JavaScript files. Edge uses JSON (stands for JavaScript Object Notation) data structure to store animated content which gives flexibility and reliability in working with animated files.
Adding animations wouldn’t deeply affect the HTML file because Edge’s technology creates a separate JavaScript file so Adobe Edge clearly differentiates between the original HTML and the code that you’ve compelled for animation.

Original post from Template Monster

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