Have you ever tried to photograph something up close in artificial light? If so, you’ll know it’s not just about making the light as bright as possible.
Different light brings out different moods. Different angles of light highlight or obscure different features.
And then, of course, there are the shadows.
I can remember the frustration of setting up my room for optimal zoom call lighting. Trying to find the spot where neither light cast a shadow of my nose on the opposite cheek.
(Note: If you’re doing DIY lighting, I highly recommend this post from Wistia.)
Which brings me to the point.
This amazing quote from Jonathan Alger’s Making the Museum podcast:
“Lighting is about choosing where the shadows are going to fall.”
Perfection.
True in museum exhibition spaces. Also true—both literally and metaphorically—in the rest of our lives, including our businesses (and their websites).
From a design perspective, there’s playing with font size, color, contrast, and weight.
Selective bolding can make something stand out. (While some cheeky parentheses and italics can make something sneak into your subconscious from the recesses of the room.)
Then there’s what you choose to talk about. What experience or outcome you choose to focus on. And what you choose to omit.
What you bring into the light and what you leave in the shadows is up to you. And it can make all the difference in the way you position and sell your brand, vibe, and offers.
Lit,
James
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