Wild Card offer a whole range of creative services for brands, including photography, so we thought we’d share a 101 on the most important things to consider to make sure your brand always looks its best. Whether it’s for website/social media content or to be sold in to print media, a good understanding of exposure is paramount for the creation of any campaign assets, and something we consider on all content shoots!

According to Wikipedia “In photography, exposure is the amount of light per unit area (the image plane illuminance times the exposure time) reaching a photographic film or electronic image sensor”. In simple terms- it’s how light or dark the image you are taking is.

Exposure is the single most important thing to consider when taking any photo and the exposure triangle is one helpful way to picture it.

For the mathematically-minded this approach makes perfect sense but if you have a more artistic mind, as many PR’s do, a slightly more creative way to look this is like a window:

The aperture is the size of this window – the bigger the window the more light gets through and vice versa. Therefore, the bigger the window the brighter your room (picture).

The shutter speed is how long the shutter is open for a length of time. The longer they are open the more light you let in and the brighter the room will be.

Finally, now imagine you are stood in the room but wearing sunglasses. The darkness of the lens represents the ISO, desensitising your eyes to light and making details less clear, or more ‘noisy’.

You can change any of these three things to alter the light in the room, or simply the exposure of your image.

This metaphor is by no means perfect but it should help explain the basics of how exposure works on taking an image, taking you a step in the right direction to achieve a perfectly balanced image for your brand.