AI art direction

Member lesson

Building a look and holding it

Lesson 4 of 10 in AI art direction.

Defining a Style for your Photography · Sean Tucker
Lesson

A look is a small number of repeated decisions, not a mood. One light direction. One relationship between subject and ground. One palette with a fixed ratio. One camera height. Name four things like that and hold them across everything and people will recognise your work without being able to say why.

Four framed photographs in a row on a wall. Each shows a different object, a boot, a teapot, a bottle and a radio, on the same low plinth with the same light from the upper left and the same long shadow to the right.
Four different objects, the same four decisions. That repetition is what people come to recognise.
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  1. Question 1, locked

    Which of these words means this? “The visual signature a studio or brand returns to. Deliberate, written down, and defended.”

    • House look
    • Canon
    • Sunk cost
    • Human in the loop
  2. Question 2, locked

    Which of these words means this? “The reference set that defines it, with the rules beside the pictures.”

    • Irreversible step
    • Look book
    • Authorship
    • Reference block
  3. Question 3, locked

    Which of these words means this? “A look moving a little every job until it is somewhere nobody chose.”

    • Reference literacy
    • Give up early
    • Drift
    • Gate

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