How to Market Building Materials: Hiring a Professional Photographer to Display Products and Their Effects

by Christian Scully

When many people think about architecture, or buildings in general, they consider the finished product, the structure as a whole. To make that design work, however, and operate most efficiently and effectively, building materials are sourced from manufacturers around the world. Precisely designed metals, high efficiency glass, strong plastics, specially treated woods, brick and concrete, all come in endless forms of railings, sidings, windows, skylights, roofing materials, floors, doors, ducts and dimmers. 

Though these products may not be the focus of attention to passers-by, or even seen for that matter, they require just as much, if not more marketing and advertising by the manufacturers. They are not always the sexiest of products, but regardless of material, form and function, need to grab the attention of architects, designers, builders and contractors. Online, in sourcebooks, regional and national building publications, trade shows and direct mail, manufacturers spend countless hours and resources marketing their building materials. 

"Building Materials Need Love Too"

With all of their efforts, imagery is always at the core of marketing. A badly lit, low quality, poorly exposed and quickly snapped photograph, taken on-site with an iPhone by the Project Manager is not going to do the materials justice. Without professional photography, manufacturers are relying upon material specifications alone to sway potential customers. That may be all they need... but there are thousands of material products available in the marketplace. Building materials need love too: they need professional photography.  

Recently, Duro-Last Roofing, based in Michigan hired Design Imaging Studios to photograph their new line of skylights and roofing materials, which were used on an office building in Andover, MA. The task was to capture the skylights and products used on top of the roof, and then capture their effects on the building's interior. The result is a dynamic series of photographs displaying the quality and beautiful lighting effects possible with the Duro-Last Roofing skylights. 

Keywords: design imaging studios, duro-last roofing, skylights, boston architectural photographer, boston interior photographer, boston industrial photographer, skylight photography, interior lighting, building materials photography, professional photography of building materials, roofing systems