We use to say that “a picture worths 1000 words” but seemingly the world wine disagrees. If you look at most of wine visual communication, the pictures are generally boring-out of fashion - uninteresting, trivial. How do wine people think t to stand out this way? To better say, how should an effective wine visual communication be? I asked that to Matt Wilson, a professional wine photographer, and the following are his replies.
Let’s get started with a word or two about you…
I have been a professional photographer since 1986. I worked as a skateboard photographer in Brighton UK.I then moved to NY and began working in the music industry, in 2003 I moved to Chile, married a winemaker and my wine photography career started. I have won several awards: Born Digital Awards in 2010, Pink Lady wine people in wine 2015, Pink Lady people in wine 2016, Louis Roederer artistry in wine 2016.
I live in Santa Cruz Chile. I am married to Andrea Leon, a winemaker at Lapostolle. We have two teenage boys. I have work regularly published in wine magazines all around the world.
What should the wine photography show off?
I think wine photography should show a lot more than it tends to. For me, wine is all about lifestyle. I want to show in my work what fun can be had with wine and how it can fit into the lifestyle. Terroir has no real interest for me. I know it plays a major part in wine and the technical side needs to have images of soil and climate etc, however, for me, this is not what I feel will sell wine. I want to create images that people remember, I want to shock the viewer, so they will remember the image. It is not so important for the viewer to like the image, just don’t forget it.
In your opinion, what do consumers look for in a wine photo? Fun? Information? What else?
I cannot really answer for the consumer, however, the images of mine which seem to work for them are the extreme photographs. if you remember an image, you are more likely to remember the product.
What are the worse wine photos you’ve seen?
For me, the worst wine photos are those showing people with their nose in a glass, or sitting on a barrel with a glass or in a vineyard with a glass. I also really dislike photographs of winemakers holding bottles of their wine! The bottles should be held by the glassmakers in my opinion. To see a photograph of a wine journalist with their nose in a glass is my all-time hate though! I really want this to stop.
How can a wine producer "stand out “ in a so crowded world?
Wine producers need to wow the viewer. Whether with a stunning landscape or a portrait, say something about the character of the vineyard of the winemaker. The extreme will always create an impression.
Tell me 3 things a wine producer should do with photos for being effective - and 3 "don’t do it” absolutely!
DO:
Show the personality of the winemaker/producer: talk to them, learn about their lives
Do something different: an angle, a slow or fast shutter speed. When shooting liquid I either use very fast or very slow shutter speed.
Get messy. Winemaking is not a tidy business. Don’t be afraid to make a mess, get wine everywhere, people like to see crazy
DON´T:
1. Ever photograph someone with their nose in a glass2. Use semi-naked women. At this age, these are not going to work. Think #METOO
3. Ever work without a contract or release forms.
Got the idea? Don’t be afraid to leave your #comfortzone, and try something new.
Surprise your consumers; the good wine cannot be boring.