When it comes to using images for marketing materials just any o’l image wont do. There needs to be some balance between the image and the copy. Negative space is required to add text and graphics and if the composition of the image doesn’t work then the marketing material will not reach it’s full potential.
Having an end goal when creating images is always in my mind when I am looking through my viewfinder and creating the space needed within the frame is just one of many goals for each image.
Most of the time I have to see my subjects do their job before I can formulate an image in my head to photograph. I simply ask them to do their job while I observe. Some images “look” posed while others are on the fly but you would be surprised on how many images I do not pose, but simply let my subjects pose themselves without them even knowing it. I will just tell them “just keep doing what you are doing” and when they position themselves in a way I like I simply change the camera position to create a more flattering composition. Of course in some instances I will have to add an additional light source to illuminate the overall scene, especially underground where in some cases the only light is the cap lamp which has a very narrow spread of illumination (like I did for the image below.)
Images like this take less than a minute, “don’t move and continue doing what you are doing”, move camera, add a light and snap the photo.