PRESS
ECHO
Photography speaks a new language
The way we communicate has always been changing. Not only technically, but also formally. Our world of pictures is in tumult ever since modern age dawned at the beginning of this century. The countless technical innovations cause us to break with the rules of our predecessors at a pace, which is always increasing. Traditions, borders and taboos disappear even quicker. Our visual vocabulary, which reappears in the latest design and typography trends as well as in art, film and photography, changes like wildfire.
Photography has seen an enormous change in the last years. The Lomo cult and anti-chic movement in fashion photography are just some examples. More and more photographers are making pictures that according to the opinion of traditional schools of photography belong in the wastebasket. But who says that a picture has to be colorfast and completely clear? As scientific studies show, fuzzy motifs have a more evocative and credulous effect than flawless high-tech photos.
The lifestyle pictures of the 90a are out. With perfection and coldness they present us a world full of clichés, which soon might only be suitable for laundry detergent commercials.
The photo and design scene, however, has turned to a new imagery a long time ago. Pictures are created using fuzziness, cross-processing, multiple exposure and the necessary feeling for the moment to give their audience more room for emotions.
Yet somehow it seems that time has stopped as far as established picture libraries and photo-CD suppliers are concerned. If you pick up a current catalog of a large supplier, you probably would ask yourself, in which decade or on which continent do you live. Aside from suntanned models shaking hands with one another or making a phone call, you find tons of material from space, animals and landscape photography. Are those motifs, we really need?
apply pictures shows that there is an alternative.
(www.photos.de)