The strong return of the Polaroid marked the photography of the years 2010. Popular with influencers and young people in general, the mythical device had failed to make the digital shift. Through him, it is a whole section of the vintage and retro photo that we find on the front of the scene. Focus on a unique comeback.
Retro photography owes its brilliant renaissance to the cameras of yesteryear. In particular the “Lomo” (from the Russian brand name Leningradskoïe Optiko Mekhanitchéskoïe Obiedinenie: Union des Optiques et Mécaniques de St Pétersbourg), which is a rudimentary compact device designed in the 1980s. Its reappearance is at the origin of “lomography”, a movement considered as a photographic art in itself and which has been growing for about ten years.
Lomography is based on the shift from digital to silver, whose rendering is less smooth, less sharp, less perfect. It reintroduces a spontaneity specific to vintage photography. Because what is a vintage photo? Nothing less than an old cliché, or one that seems old, because of its “past” aspect. The idea is very simple: to produce something new with something old.
Although praised for their retro features, sepia filters are not enough to produce quality images.
Of course, it is advisable to use a competent photographer to capture your subject. Spontaneity, “unexpected” effect, slightly blurred contours, a professional studio can easily offer you authentic retro shots. If you don’t have an outside service provider, practice on all kinds of topics before you take action.
The moment of the shot is therefore crucial, but it is the post-production that determines your final rendering. A good vintage shooting focuses on two variables: exposure and color management. Rather than focusing on the sepia of a century and a half ago, the objective is to carefully wash away your image. You must tarnish it with discernment to reflect the passage of time.
To do this, do not hesitate to work on the exhibition, either by reducing it in order to darken the whole, or even giving it a windy effect, or by increasing it to imitate the sunshine typical of outdoor photos in the 1960s. Be careful not to contrast the image too much, however, as you may get a blatant rendering.
The use of colours is just as decisive. Know how to retouch the saturation, as well as the balance or the temperature. Also dare to fade your colours if the photo is suitable. Go ahead, try it and without having too heavy a hand, use your imagination!
Vignettage, aged grain, faded colours… These nostalgic attractions of vintage photography have charmed Internet users.
In addition to the timeless “it was better before” that many people think of, it is spontaneity that is highlighted. The cult of authenticity, instantaneity and sincerity has never been better: sheltered from the “diktat” of appearance, the vintage trend advocates sharing offline with close friends. In the case of Polaroid, the images are directly printed and can only be shown to a small group of people. The result is a feeling of immediacy, artistic sensitivity, the inspiration of a fleeting moment.
Paradoxically, this movement has conquered the web and users of Facebook, Instagram and other Snapchat have largely taken over the concept. This is where your company has everything to gain. The return to the roots, to nature, to the deep meaning of things are all factors that arouse boundless enthusiasm; to such an extent that accounts entirely dedicated to vintage have been created en masse. Among the most famous, we can distinguish vintagefashion, 70sbabes… In general, vintage photography has become synonymous with creativity, as well as an effective way to post original and beautiful corporate images – thanks to digital technology, which, let’s remember, should not be excluded from your studio shootings. It allows you to reach a wider audience.
Unlike their modern cousins, retro images tell a real story. They can be made with old cameras, but especially with today’s instruments, adjusted to offer a picture containing the charms of an old-fashioned photo, without any quality defects. Internet users are fond of it, so don’t doubt any more and use the vintage photo for your business projects!
If you would like to use the services of professional photographers to take your shots, do not hesitate to contact us.