VISUALIZATION CHANGES YOUR PERSPECTIVE

CHALLENGE

We use visualization all the time in our lives, sometimes without even notice it, as a  photographer, visualization It is the key for my job, because it literally depends on it. I  had an idea as a result of this crisis, it was to do photoshoots for small businesses that  were creating everywhere in my city, but the problem was that there were too many  businesses ideas that looked similar, I couldn’t imagine different ideas for every  business´s photoshoot and I was not very familiarized to work only with products and  not with models and for the first time I was out of my comfort zone, as the time passed  the problems were increasing because I had to send the photos already, the clients  couldn’t express their ideas either.

SELECTION

The most logical solution for those problems was visualization, that tool helped me to  include my clients into the ideas that they wanted but also it helped me to connect to  their perception of what their products mean to them. In the first place we start to do  sketches of what was the message behind it, some of them wanted to express a nice  experience, having a good time or simply just to make people support them, that’s when  I realized that I needed to use design thinking because of the empathy that people  needed during this time.

APPLICATION

I started using this tool by sketching what they wanted to communicate, most important  how we were going to express that in those pictures, the second thing that I did was to  show them pictures about  how colors express emotions, we made some color pallets for  the photoshoot and we began to make some draws about the position of the product in  the hole scenario, and for the final step we made diagrams about all the things put  together so they could agree on the result. This tool was so helpful and very effective  for that situation, most of the time it seems so obvious but at the moment that you  needed it could not be as visible as we thought.

INSIGHT

The experience that I had applying that tool was so satisfactory even if that just  represents a small part of the design thinking, I really felt that I wasn’t just doing a  photoshoot, instead I felt that I did a connection with those people and also change my  perspective about how should I do my photoshoots, it made my mind more open about  new ideas by asking the people that were involve in the photoshoot, maybe not in the  photos but their essence so that could make those photos unique. Visualization has  always been in my work, but now I can see it clearly.

APPROACH

Obviously design thinking is a very unknown world to discover but because of that it  gives us a lot of new opportunities and possibilities, there were many tools that I could  have applied in my situation but the one that I used worked perfectly, I would add  another one for my next projects and that would be storytelling, because I believe that  photos not only express messages, it also tells stories from the people behind that  product, it would be fascinating to make people understand and connect with that kind  of stories, stories about empowerment and not giving up in this situation of crisis, just in  that way we could all empathize with each other but also using the most important part  for me of the design thinking, that tool just like the others are very helpful not only for  the person who is using it, but also for the clients that are finally being seen as humans  and not just clients.

