Images and video are perhaps the single-most traffic driver for any brand. An attractive photo or video has the potential to make your campaign go viral, but you won’t get there without following a few basic rules for framing your shots.

Framing your subjects— whether it is a person, landscape, product or building— should be done with special attention to detail. In order to achieve the most aesthetically pleasing shot, photographers and videographers often use the rule of thirds. This guideline suggests that the person getting the shot imagines the picture he wants to capture as divided into nine equal parts by separating the horizontal piece into three equal sections and the vertical into three equal sections. Instead of centering the subject into these points in the frame, important compositional elements should be placed along the lines or their intersections. This method allows you to create more professional-looking and appealing shots.

The basic shot types include: wide, medium and close up.

Wide shot (WS)- Often called the establishing shot, wide shots are great for capturing an entire scene or action of crowds. This type of shot is often taken like the point of view of a front row seat in the audience of a theatre. It captures the subject and its surroundings. The most common uses for this shot are for landscapes, crowds, sporting events, etc.

Medium shot (MS)- This is the most common shot type, and is usually taken from the waist up. It allows for hand gestures and motions, and shows more detail than the wide shot, while still giving the impression of the full view of the subject. This shot is best used for neutral situations when you’re delivering general facts or information and not seeking to show a certain emotion or detail.

Close up shot (CU)- Close ups get personal! These shots are used for showing detail and highlighting emotion. A person is usually framed from the head up for a close up shot. Close up shots aren’t limited to photographing or videoing humans. For example, these shots can also capture the detailing of a painter’s brush strokes on a canvas, or the beauty of hundreds of petals that make up a delicate flower.

Taking a series of different shots using the rule of thirds and the above shot types gives you a variety of perspectives to choose from when you are back in your studio or home. Since there is no “perfect shot” that works for every situation, experimenting with different shot types ensures that you don’t miss anything you might have when using only one shot type or point of reference.

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