By MICHAEL PERKINS
THERE IS AN OLD ADVERTISING MAXIM that the first person to introduce a product to market becomes the “face” of all versions of that product forever, no matter who else enters as a competitor. Under this thinking, all soda generically becomes a Coke; all facial tissues are Kleenexes: and no matter who made your office copier, you use it to make…Xeroxes. The first way we encounter something often becomes the way we “see” it, maybe forever.
Photography is shorthand for what takes much longer to explain verbally, and sometimes the first way we visually present something “sticks” in our head, becoming the default image that “means” that thing. Architecture seems to send that signal with certain businesses, certainly. When I give you Doric columns and gargoyles, you are a lot likelier to think courthouse than doghouse. If I show you panes of reflective glass, large open spaces and stark light fixtures, you might sift through your memory for art gallery sooner than you would for hardware store. It’s just the mind’s convenient filing system for quickly identifying previous files, and it can be a great tool for your photography as well.
As a shooter, you can sell the idea of a type of space based on what your viewer expects it to look like, and that could mean that you shoot an understated or even tightly composed, partial view of it, secure in the knowledge that people’s collective memory will provide any missing data. Being sensitive to what the universally accepted icons of a thing are means you can abbreviate or abstract its presentation without worrying about losing impact.
Photography can be at its most effective when you can say more and more with less and less. You just have to know how much to pare away and still preserve the perception.