Based on my research in the previous semester, I now would like to dive deeper into aspects of design and photography as a fusion like: What is an editorial shooting and what do main trends look like right now?
Research Title: “Exploring Editorial Photography as a Tool for Emotional Design in Brand Collaborations”
Research Question: How can editorial photography—through the creative use of flash and location—enhance emotional design strategies in brands.
what trends influence this visual language today?
Research Objectives
- To explore the role of editorial photography in current branding and design trends.
- To experiment with flash photography techniques for creative visual expression.
- To analyze how different environments, moods, and photographic styles can evoke emotional responses in the viewer.
- To identify the visual elements that resonate with modern editorial aesthetics.
Methodology
1. Literature & Trend Review
- What is editorial photography?
- Explore visual & conceptual trends in current editorial shoots (e.g., movement, surrealism, retro flash, candid energy, minimalism).
- Analyze how photography supports emotional design in brand storytelling.
2. Experimental Setup
Equipment
- Flash: Godox V100
- Camera: Canon R6 Mark II
- Lens: 85mm f/1.2 (plus possible experimentation with other focal lengths)
Techniques to be Tested
- Flash Power Settings: Low, Medium, High
- Flash Position: On-camera, Off-camera, Side-lit, Backlit
- Multiflash Setup: Using two or more flashes to create depth or freeze motion
- Shutter Techniques:
- Dragging the shutter for motion blur
- Zoom burst during long exposure
- Rear curtain sync
- Focal Length Variations: 35mm, 50mm, 85mm to compare intimacy and compression
- Studio vs Outdoor: Controlled lighting vs. reactive improvisation with ambient light
3. Location Scouting
- Focus: Urban movement & dynamic scenes
- Target locations in Graz that reflect movement & energy (e.g. skateparks, urban intersections, transit zones, car meets, bike paths)
- Aim to find locations with architectural contrast or kinetic energy
Graz has many hidden gems, lets find suitable shooting locations for the upcoming experiments. My shotlist includes fast paced environments. Therefore something related to movement would be suiteable. For instance a sport, car,
- Sports fields in Graz (Running tracks, darts, jumping,…)
- Austernbad
- Skatepark
- G-class experience center
4. Creative Process
Moodboard Creation
- Curate references from current fashion/editorial shoots
- Highlight key emotional aesthetics: raw, glamour, gritty, hyperreal, soft nostalgia
- Align visuals with brand identity cues (colors, tone, audience)
Shotlist Development
- Include varied scenarios:
- Fast-paced motion (running, jumping, driving)
- Still editorial portraits with emotive expression
- Flash vs. natural light comparisons
- Unexpected props or elements (e.g., smoke, water, fabrics in motion)
5. Execution & Documentation
- Conduct a series of experimental shoots
- Document settings, environment, and intent for each series
- Collect feedback from peers/target audience (qualitative responses to emotion evoked)
Expected Outcomes
- A portfolio of editorial-style photos with varied lighting/emotional tones
- Practical insights into how flash photography can enhance storytelling
- A visual and technical guide to leveraging flash creatively
- A framework for applying emotional design strategies through photography in brand collaborations
Reflection & Learnings
- What techniques created the strongest emotional resonance?
- Which environments supported or challenged the creative process?
- How did the technical constraints shape creative direction?
- What stylistic choices felt most current or trend-aligned?
Resources
- https://www.canon-europe.com/pro/stories/movement-photography-with-creative-flash/
- https://www.canon-europe.com/pro/stories/flash-environmental-portraits/
- https://wherecreativityworks.com/experimenting-with-flash/
- https://www.canon-europe.com/pro/stories/lorenz-holder-redline-challenge-flash/
- https://www.shutterbug.com/content/experiments-flash-creative-and-fun-techniques
