Communicating through website photography and video

They say that a picture paints a thousand words.

Good photography and video both have the ability to catch the eye and tell a story.

Your international school website is often the first impression that the user will have of your school.

And first impressions mean a lot!

As website specialists, we regularly collaborate with specialist photographers and videographers to help bring to life a client’s brief for visual content.

Andy Catterall is a highly experienced and specialist photographer and videographer that has worked all over the world with some of the most reputable international schools.

You can visit Andy’s website here and see some of his portfolio.

We thought we’d ask Andy and get his expert view on the importance of good photography and videography on an international school website.

What role does photography and video play on an international school website? 

“Photography and video play a vital role in international schools – it’s their shop window. 

Many parents will be viewing the school remotely from abroad and there’s lots of competition. 

The website has to be stunning, using beautiful imagery.

I’ve noticed international schools use billboard advertising quite a lot so they need plenty of hero images.”

In your opinion, what constitutes a good image on an international school website?

“A ‘good’ international school image is quite subjective.

In the Middle East, they tend to like very aspirational images “When I grow up I will be a doctor, lawyer,” etc…

My job is selling an emotion through photography and video, essentially happy kids!

If you can emotionally ‘hook’ a parent they will want to visit the school.

The pictures should be big on a stylish website, “a picture paints a thousand words.”

Our approach to website design places the emphasis on an international school’s brand, personality and key strengths. How can you emulate such things through photography and video? 

“Working abroad can be quite challenging but really good fun.

Kids are the same the world over.

Some school marketeers are often quite inexperienced regarding the filming and photography, I guess that’s why they employ someone like us who can self manage and direct the project.”

How would you best approach such a project?

“I’d suggest to the client various photography scenarios. For example academic, science, sports, lifestyle, facilities, boarding and so on.

I ask them to describe their USP.

Video content could be a two minute promo, Facebook ad, teacher, student, or testimonials – I find parent testimonials a powerful persuader!

I’d offer a video and photography package to a school. This can be done at the same time, therefore less disruption and better value.

The kit is incredible nowadays, giving a ‘high-end’ look.

Clearly though, the basics haven’t changed – lighting is everything, composition, client skills etc.”

BSM Social from andy catterall on Vimeo.

Which factors require consideration to capture the perfect photo?

“An ideal international school photo would be showcasing the diversity of nationalities of the kids.

Technically, I use a lot of shallow focus that blurs out the background, and focus on the kids.

I sometimes engage with the kids – you need a sense of humour and a childlike mind to do my job.

Or I ‘turn up the silence’ and just observe and shoot – I’d like to be invisible sometimes. Often spontaneous unplanned images are the best!

As mentioned, lighting is everything.”

We’re strong believers that good visual content can make or break a website experience.

Photography and video are powerful tools for international schools that can help to immediately communicate a story and build an emotive connection with the user.

Its importance to the international school website cannot be overstated!

So when you approach your next shoot, be sure to think about what your photography and video should be communicating to your website users.