It’s clear that images are a key communication tool in the construction industry. Imagery plays an essential role in tracking progress, ensuring safety, achieving sales, and communicating with clients. Like any other part of business and communication, strategy is crucial to optimise business success. So which styles of imagery work best for the construction industry? Should you prioritise still photography or moving images?
Imagery in construction
Imagery is a core part of the construction industry, from initial concept planning to final sales. Clearly, architectural drawings and, nowadays, computer-generated visualisations are at the very foundations of a project.
Once a project has started, though, images remain crucial. From capturing the initial stages of excavation to the final touches on a finished building, visual records are vital for monitoring progress and making informed decisions. They can be used both aesthetically and practically. Videos and photographs in the right format can enhance safety protocols by documenting compliance and identifying potential hazards.
Let’s not forget, too, that imagery serves as a powerful marketing tool. High quality images can showcase the expertise and craftsmanship of your team, attract potential clients, and set your firm apart from the competition.
How the industry uses imagery
After a project has commenced, images are used across multiple parts of the construction process:
- Marketing – High quality imagery can be used in brochures, websites, and social media to attract new clients. Both still images and videos are ideal for demonstrating craftsmanship in the construction process.
- Sales – End product photographs help to convey the value and quality of a building to prospective buyers. The key with these images is to accurately represent quality, which is why professional photography is so widely utilised.
- Client communication – Sharing images with clients and stakeholders keeps them updated and involved in the project. Regular progress photos, and time-lapse filming where imagery from site can be remotely viewed in real time via an online platform are ideal methods for communicating progress of the construction work.
- Health and Safety – Images can document compliance with safety regulations and highlight areas needing improvement. 360° imagery can make immersive photographic records accessible to entire teams so they can keep on top of any issues on site, and drones can help to document progress in hard to reach areas such as roofs.
Benefits of still photography
Still photography is a mainstay of documenting construction projects. One of the primary benefits is its ability to highlight the intricacies of construction work. Whether it’s a close up of a specific feature or an aerial or wide angle shot of the entire site, still photography can be used in every phase of a construction project. Completed projects will always need good photographs to convey their success.
Another advantage of still photography is its utility for documentation. High-resolution images can serve as a permanent record of a project, which can be invaluable for future reference, dispute resolution, or quality control. Additionally, still photography is relatively easy to manage and distribute, making it a convenient option for regular updates.
Effective styles of photography in construction
These key photographic styles are ideal for conveying both scale and craftsmanship of a construction project:
- Aerial photographs by drone – These photographs provide a bird’s eye view of the construction site and can help to convey the scale and layout of the project.
- Telescopic mast photography – This method allows for subtly-elevated shots without the need for a drone, making it an ideal option when drone use is prohibited.
- Close up details – Detailed shots of specific features, processes, or materials can highlight the quality and craftsmanship of the project.
Benefits of video
Video is a dynamic and engaging way to present construction projects. One of its key benefits is being able to move or carry the viewer through a project, giving a greater sense of depth and perspective, and showing how the various parts of a scheme interconnect.
Another benefit of video is its versatility. Videos can be edited to include annotations, voiceovers, and music, making them a compelling tool for social media, presentations, marketing, and client updates.
Effective styles of video in construction
Videos will always be the most eye-catching and engaging type of imagery for showcasing construction projects. The following types of video each have their own benefits:
- Time lapse – Time lapse videos condense weeks or months of construction into a few minutes, providing a fascinating overview of the project’s progress. Due to the dynamic flashing imagery, they’re the most striking and eye-catching form of video.
- Walkthrough video tours – Combining aerial and ground-level video footage, these are a staple for website case study pages and social media, as they give the viewer a comprehensive overview of large projects in a few minutes.
- Customer vision films – By combining interviews with members of the construction company, workers on site, the end customer and stakeholders, with footage captured before, during and after the construction process, a more engaging and emotional story can be told about why a building was built, and what it means for those it was built for.
Best of both worlds
Having discussed the various benefits of photography and videography above, it will come as no surprise to hear that we always advise our clients to utilise both forms of imagery when documenting their construction projects. By using a combination of high quality photographs and engaging videos, a comprehensive visual portfolio can be created for each construction project, showing off its best features from every angle.
A professional photographer who is familiar with working within the construction industry will know how to capture the most relevant and impactful images to showcase a building’s most striking features, as well as how to work safely on active construction sites and abide by industry-standard health and safety procedures. Plus, by employing the same company to capture both photographs and video footage, you’ll benefit from a continuity of style which will support and enhance the brand identity of both the project and your company.
Clearly, every construction project is different. From large scale commercial developments to individual homes, there are both similarities and differences in how to capture each type of project in its best light.
At Horizon Imaging, our extensive experience in capturing construction projects since 2007 means we’re ideally placed to both advise on how to make your construction projects look their best, and also undertake the photography / videography work itself.
Feel free to contact us for an informal chat about your requirements so we can document your project with the same level of care and attention to detail that you put into its construction.
What Do Our Clients Say?
“Thank you so much for the recent videos and photos you produced for my Physiotherapy clinic. I had wanted to produce some videos for my website for a while but kept putting it off as if I’m honest I didn’t want to get in front of the camera. I shouldn’t have worried, your highly professional and relaxed approach immediately put me at ease and we managed to produce 8 video’s and several photos in only a couple of hours. You even came in on a Saturday morning as I wanted a time when the clinic was very quiet! I’m delighted with the outcome – the videos look so professional and 100 times better than what I could have done on my smartphone. I love the way they have been professionally edited with background music, captions appearing on the screen and excellent sound quality. There is no doubt that these videos and photos will improve my website and significantly contribute to more leads and more clients for me. They have given me lots of useful content to use in different marketing platforms. I will certainly be using you again for more videos and photos and will highly recommend your services.”
“David was on site and sent me all the photography work with annotations within 24 hours of my inquiry. My business needed aerial images of a site to assess the existing land quality and surrounding area. David’s imagery was very high resolution which allowed me to zoom in on specific areas and clearly see all elements of the land.”
“David at Horizon Imaging was prompt and efficient, and took care in completing the 3D Matterport scan of our property. He was engaged and was proactive with suggestions and arranging things to best present the property. Very happy clients and would highly recommend.”
So, ask yourself:
- Are you looking to create professional and engaging imagery for your property portfolio?
- Do you have a marketing content plan which includes high quality photography and videography?
- Do you want to work with a skilled photographer who is experienced in the construction sector?
If so, please don’t hesitate to reach out to us on the contact details below.