These eight experts are reimagining cannabis imagery through stock photography. Here are their top tips for capturing authentic work with marijuana.
In 2019, there was a 76% increase in cannabis-related jobs in the US. According to a recent poll, 84% of Americans support the legalization of cannabis use. A new report suggests that legal sales could reach nearly $30 billion by 2025. The cannabis industry is growing and evolving, ushering in an era of social change, legal reform, and big business.
As a result of these changes, media portrayals of cannabis have also shifted, and the demand for high-quality photos has increased. Shutterstock named “Cannabiz” one of its rising trends of 2020, as customer searches for the plant and associated branding are rising.
"I’ve been photographing cannabis professionally for ten years now, and when I started, I could basically count the cannabis photographers in the media world on my hands," Allie Cassidy, the co-founder of the cannabis farm TKO Reserve Oregon and photographer behind Canna Obscura, tells us. "But, over the years, there have been more and more publications, media outlets, and brands, emerging and hungry for relatable, genuine content.’
"And it’s not even cannabis-specific publications that are searching for cannabis content. Thanks to Shutterstock, I’ve had my work featured globally — everywhere from fashion magazines to news outlets. Cannabis is a hot, trending topic right now."
Here, eight experts discuss their top tips for taking pictures that sell.
Defy Stereotypes
That 84% of Americans who support legalization come from all backgrounds, varying in age, race, gender, and political stance. But for decades media portrayals of cannabis use have been rooted in harmful stereotypes. That's finally changing, as science continues to debunk the "stoner" mythology of years past.
"It is so important that emerging cannabis photographers create content that de-stigmatizes the past images of cannabis culture," Cassidy says. "It’s a huge key to creating marketable cannabis photos because a modern portrayal of cannabis lifestyles is what many brands/media outlets/buyers are eyeing. When it comes to conceptualizing a shoot that doesn’t play into past stereotypes, finding models that are diverse in terms of age, race, and personal style helps your work stand apart from the crowd.’
"I’d also say a common cliche I try to avoid is the over-sexualization of women using cannabis. The most authentic cannabis images are relatable to today’s cannabis users — the soccer moms, the business professionals, the farmers.’
"It’s our role as photographers to depict this cultural movement as it’s emerging into mainstream life, so doing what we can to destroy those historic stereotypes helps normalize cannabis use. We have to remember that it was propaganda and media influence that drove cannabis underground to begin with, so we hold that same power to bring it back — loud and proud!"
Get to Know the Culture
The best way to avoid these stereotypes is to get to know the real people working behind-the-scenes in today's cannabis industry. "I would say my biggest piece of advice would be to dive head-first into the modern culture of cannabis," Cassidy adds. "Making friends with your local farmer, budtender, or cannabis enthusiast will help you create the most authentic (and thus marketable) cannabis stock photos.’
"The cannabis community is a relatively tight-knit group of passionate people who enjoy expressing their love for the plant, so finding subjects to photograph isn’t too difficult of a task. This can easily be done over social media, as well!’
"The most-purchased cannabis images these days portray a modern aesthetic of cannabis culture, so this is important to consider when conceptualizing a shoot. Take inspiration from mainstream industries, such as beauty, fashion, and interior design, and put your personal cannabis twist on them.’
"Staying on top of industry trends will really help you sell more images quickly. There are many social media accounts and modern cannabis publications that can help you stay on top of trends and inspire you to get creative with new trending cannabis subjects."
Go to the Source
Getting to know your local cannabis culture won't just give you authentic lifestyle images, it'll also give you access to the right products. "When photographing dried cannabis flowers, I always start by trying to find the best-looking buds," Canadian photographer Roxana Gonzalez says.
"It’s much better to get samples straight from a grower, but if that isn’t available, selecting the best possible quality nugs will give you an optimal result. Usually, the densest, most evenly shaped and properly manicured buds translate into a higher quality cannabis product and will appeal to a wider audience.’
"Also, remember to handle the buds carefully, especially if you’re planning to take macro shots of the trichomes (microscopic resin glands where the cannabinoids are stored). Trichomes are delicate and can burst when cannabis flowers come in contact with our fingers. Using a clip to hold the buds at the base of the stem is a great way to keep them in place for closeup photographs or macro shots."
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Find Your Niche
Cannabis is a vast subject, so hone in on a particular field and think about your ideal image buyer. Researching trends not only in the cannabis industry as a whole, but also in your chosen sector will help you to create marketable photos.
"You have to know where to aim your images," the team at MEX Production tells us. "For example, if you're targeting the market for medicinal cannabis, you want to appeal to big corporations, and the photos have to be clean, with a sterile aesthetic. Since I have branched into the pharmaceutical industry, I've noticed that the buyers are mostly interested in laboratory photos of CBD oils as well as outdoor photos of fieldworkers on hemp fields. These are all trends I take into account."
Do Your Research
If you're unsure of what niche you want to pursue, absorb as much information as you can. The more you know, the more you can refine your vision. "For me, this niche is completely new. So, before shooting, I looked at dozens of websites, researched manufacturers, and read blogs and publications," IRA_EVVA says. "I made sure to understand all the different cannabis and CBD forms, applications, packaging, and properties I could.’
"Just by reading so many articles, I immediately started dreaming up concepts for pictures and keywords. Look at manufacturers’ websites, subscribe to their newsletters, and study how they use photos in their website designs.’
"I always have a brainstorming session before any photo shoot. First, I write down the key objects I want to include — hemp leaf, bottle, test tube. In another column, I jot down some compositional approaches. In the third column, I write down colors I want to use, materials I'll implement, or trendy visual solutions. This is how I come up with a lot of my ideas."
Experiment
In 2020, there’s no one way to photograph cannabis, so get creative with your product shots. "I believe that in cannabis photography, in particular, it is important to experiment," Ukrainian photographer Yarygin explains. "I would recommend shooting from different angles, experimenting with contrasting backgrounds, and using filters.’
"Find and photograph different strains and varieties, and take some macro shots, too. Highlight all the different parts of the plant: the leaves, stems, seeds, etc. Come up with different designs and use additional elements to set your work apart."
Play with Light
"I always experiment with light sources and setups," Gonzalez tells us. "I find the best results using softboxes with my cannabis shoots, since the trichomes are highly reflective and tend to give a dull appearance when using on-camera flash.’
"Also, photographing live plants under the grow lights can be challenging, if you are not familiar with white balance or light color temperature settings. I prefer to take my plants from under the grow lights and use my photography lights to have better control over the final result.’
"Finally, have fun with props and be creative in your approach! Cannabis, especially CBD, is becoming mainstream and can be found in an array of products, such as creams, balms, energy drinks, bath bombs, edibles, and many more."
Add a Pop of Color
"I’ve been photographing cannabis professionally for several years, and my 2019 New Year's resolution was to test out the market for cannabis stock," the team at 420MediaCo tells us. "The response has been overwhelming, with over 1100 downloads in the first twelve months." The secret? Authentic storytelling, diverse representation, and unusual compositions — including the occasional pop of color.
"I really enjoy creating color-based themes for products and flat lays," 420MediaCo continues. "There are a limited number of ways you can shoot the plant — dried flower, joint, or smoking shot — so the challenge becomes repeatedly being able to produce fresh looks or new emotions with a visually similar product.’
"There has to be more to it. The goal is to create work that can help to visually de-stigmatize cannabis/hemp and its medical and recreational consumers, and you can do that by giving your photos your own style.’
"Over the last year, we’ve also seen an increased interest in extracts and cultivation shots. Cannabis and Hemp CBD are real emerging markets, with growing needs for commercial content. Cannabis vape and macro flower images are very popular right now."
Stay Unique
"Setting yourself apart, even if it's just a little bit, can be a recipe for success," nevodka tells us. "Try not to get so inspired by the work of others that you end up copying what they've already done. I always try to take a look at any subject from a different point of view. To do this, I'll often read Wikipedia pages and do other research on the subject while preparing for a shoot. I try to think past the obvious and get conceptual, and that often results in meaningful shots."
Aim for Variety
"There are still a lot of themes and niche topics within the cannabis industry that haven't yet been covered by photographers," IRA_EVVA adds. "It's always worth taking a look at what has already been uploaded and trying to find subjects that don't exist yet.’
"For example, when studying manufacturers’ websites, you might notice that a certain method, application, or product hasn't been covered. Take that idea and run with it! Also, try to use different styles and genres, from flat lay and still life to lifestyle images and portraits. It's important to have variety in your portfolio, so you can satisfy different needs for different buyers."
Keep it Natural
While variety and experimentation are crucial, it's also important to stay authentic and true-to-life. "It seems to me like everyone's getting tired of those aesthetically 'flawless,' artificial-looking photos that were popular years ago," Olha Khomenko tells us. "Now, I've noticed that naturalness and vitality are more relevant. Buyers want photos of real people in natural and realistic settings.’
"It doesn't have to be complicated, either. Even a simple leaf can look extraordinary if it's shot using an attractive play of light and shadow. Create an atmosphere, and don't be afraid of a little asymmetry. Sometimes you can get an interesting shot by breaking the 'rules,' so feel free to use unusual combinations of props — and your imagination."
Cover image by yargyin.
Want to learn more about cutting-edge creative trends? Check these out.
- Cannabiz Trend Report: The Evolution of Marijuana Branding in 2020
- Designing for Change: Protest Art Trend Report
- Wild Life Trend Report: Real Outdoor Adventure Imagery on the Rise
- In Full Bloom: How to Use 2020's Floral Trend in Your Designs
- Occulture Trend Report: Selling the Mystical to a Millennial Market
The post A Guide to Photographing Marijuana and CBD for Stock appeared first on The Shutterstock Blog.
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