Imagine a magazine, brochure, presentation or Web site without photos. Sure, the text might do a capable job of relaying key messages, but photos can really engage the viewer and illustrate the content and context of the message.

So, what separates professional photographers from point-and-shoot amateurs? What is it about a compelling photo that grabs the viewer's interest?

"Professional photographers consider all the variables in the environment and then control what they can," says Jonathan Fredin, S&A Cherokee's chief photographer. Fredin tries to incorporate four elements into every environmental/news photo: person, background, subject and interaction.

Person – Viewers relate to other people and want to see what they look like. What better way to tell a story in a photo than to include a relatable person?

Background – The background should not take anything away from the subject. It should contribute to the story of the person in their environment or remain neutral. The photographer should eliminate any distractions like merged images (e.g., tree sticking out from behind the person's head), incorrect depth-of-field focus or unusual tonalities.

Subject – What is the real reason behind the image? If it's a person, what does he or she do? If it's a news photo, what is the event? Answering these questions will help provide context for the photo.

Interaction – This ties the person to the subject. For example, if the subject is food, the photo can be of a farmer, shopper or chef working with the food.

Photos that fail to tell the story typically include an expressionless person in nondescript attire against a neutral background. The viewer can't tell who this person is, where they are or what they're feeling. Utilizing his person, background, subject and interaction (PBSI) approach, Fredin can draw out the visual elements that help tie the image to the message and further the viewer's comprehension of the full story.

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

To discover how S&A Cherokee can help you with your photographic needs, contact us for a free consultation.