The Art of Capturing Heart in Photography

If someone asked you: “What makes people human?” What would you answer?

Although there are multiple answers to this question, I would argue that emotion is the universal human experience. No matter how emotional we consider ourselves, all of us are emotional creatures by default. And capturing those emotions is an art form that goes far beyond visual aesthetics!

Capturing emotions via photographs not only tells a story but conveys feelings while creating a unique connection between the subject and viewer. A photo that captures human emotions speaks volumes, and can transcend language and cultural barriers. For creatives and visual artists, understanding how to draw out emotions is crucial to create memorable and impactful work. 

So, what’s the key?

Authenticity.

Authentic moments are a powerful tool as they allow the subject to be fully themselves through and through. As a photographer, my job is creating an environment where my clients feel comfortable and relaxed. This can mean engaging them in fun convos, playing their favorite playlist, or giving them space to be themselves. My job is about capturing the candid, unguarded moments they lean into in front of my camera.

But I’d be mistaken to not mention a HUGE star of the emotion show - lighting!

Lighting plays a significant role in setting specific moods and highlighting the emotions you’re wanting to capture. Be it soft, natural light or bright, harsher lights for drama, understanding how to manipulate the lighting in your space to complement the emotion you’re aiming for is a skill I’ve learned through years of photography. 

So we have our subject comfortable, the lighting is just right, now let’s lean into composition. The way a photo is framed works to direct the viewer’s attention to either the subject’s gestures, hands, feet, face, or surroundings. And sometimes what you choose to leave OUT of the frame is just as important as what you include. Experiment with a cluttered background vs a clean background to see how the emotion shifts. 

On the branding side of my work, the ability to capture and convey emotions help me drive engagement and create a deeper connection with my audience. In fact, brands that use emotional imagery in their messaging connect with their people through feelings of trust, nostalgia, aspiration, and happiness (this is how brands make products or services more appealing). 

In the end, emotion in marketing is about empathy, understanding, and the ability to see the world through other’s eyes. Emotions allow a new depth for creatives to connect with their audience - how will you connect with yours?