IMHO we spend too much time and resources on making images look good and not enough on what we’re trying to communicate. In other words, on style versus content. That’s not to say that style and image quality aren’t important. In fact, image quality or, more broadly – to include lighting, sound and setting – production values, make the first impression on the audience and set expectations for the content they frame. And, often, the content of the communication demands the highest possible level of production values. But not always. And it’s important to understand how an automatic application of highly polished production values can actually undermine the objective of your communication. To put it another way, sometimes you want Steely Dan and sometimes you want the Sex Pistols. This episode in our series explains why and how to determine what level of production value you need.

Dewey Thompson