Insights Vol.2

Cultural Relevance

Ethnicity and cultural accuracy bring respect and trust

This is probably one of the most important parts of developing a shoot brief and the one I find most interesting too.

Making the effort to get representation right and giving it the time and consideration it deserves can set a brand apart from its competitors.

Delivering for market 

One global brief does not always fit all markets. Some market audiences still need to be individually represented for localisation. 

Ticking the boxes on ethnic representation is simply not enough.

Cultural relevance relates to most parts of a brief. Think about the setting, casting, cultural sensitives, styling and expressions.

Depending on the nature of the business, some markets may only wish for their own ethnic group and not others to be featured, an important consideration especially when writing a brief and scheduling a shoot.

Avoid Western bias

Even when we are good at this we can still get it wrong.

Engaging with local geo marketing teams through the brief development helps us ensure we are getting it right before production.

Allow the local experts to be part of the process.

Expression through language 

I love this approach when delivering assets for global brands keen to represent their regional markets.

Body posture and expression change when speaking different languages.

If representing a local market and unable to shoot in the region, ask your models to speak in their mother tongue or second language.

The results will surprise you!

Colour

We all know colour in some cultures is significantly important. When building a visual brand library, this should always be considered.

Do your research. Make sure your assets provide positive meaning and don’t offend by featuring a colour with negative connotations.

Wardrobe

Above all, wardrobe styling needs to work for all markets in business photography.

Some markets prefer more formal than others. Try to find a balance or apply this when shooting just for singular markets.

Give careful consideration to traditional wear. For example, those in the GCC wear their clothing differently between countries. We in the West get this wrong all too often.

Sourcing from stock

All of the points above are relevant when sourcing from stock libraries.

Pay careful attention to the keywords that are listed alongside the images – be sure the ethnicity is accurate as they can sometimes be generalised.

Published 3rd December 2024