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November 1999


Shooting Windows

Do justice to your displays with better photographs

Taking pictures of store windows is one of the greatest challenges for amateur photographers – a passing car or your camera flash always reflects off the glass, if the picture turns out at all. An article in Visual Merchandising & Store Design offers some tips for resolving common problems:

  • Photograph at night.
  • Avoid reflection if possible, especially if taking pictures for publication. Use a piece of black felt the size of the area of the window you want to shoot. Cut a hole in the felt just big enough for the lens and have two people hold the felt while you take the picture.
  • Don't use a direct flash. Use a tripod and cable release so you can shoot with a slow shutter speed to capture the image without blurring.
  • Choose film based on the type of bulbs you use inside the window. For advice, visit a camera shop or call the help lines at Kodak (800-242-2424) or Fuji (800-788-3854).
  • If you intend to publish your photos, use transparency film.
  • Photograph your window shortly after an installation. If you wait, props can fade and merchandise can sell out, leaving the windows empty.
  • Clean and polish the window glass.
  • Look at the window from many angles before choosing the best one.
  • Remove signs unless they're part of the window design.
  • Concentrate on one part of the window rather than the scene as a whole to avoid cluttered photos.

by Stacey King

Copyright © 1999 by Bond Communications.


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