The importance of quality photography in construction marketing

There’s a lot that goes into building a strong reputation in the construction industry – and we’re not just talking about bricks and mortar. How you present your projects, products, and people can make all the difference when it comes to winning new business. And as Harris Creative’s joint MD Neil Craven explains, one of the most powerful tools in your marketing arsenal is quality photography.

At Harris Creative, we know a thing or two about getting the right shots – whether it’s for a glossy brochure, a trade press feature, or a LinkedIn post that stops the scroll. So, if you want your marketing imagery to work as hard as you do, here’s what you need to consider.

Architectural photography – more than just a pretty picture

When it comes to showcasing completed projects, high-quality architectural photography is a must. Whether it’s a sleek new office block, a cutting-edge residential development, or a standout piece of infrastructure, you need images that capture the detail, scale, and craftsmanship of your work. Lighting, angles, and composition all play a part in making sure your project looks as good in print and online as it does in real life – and that’s where a professional eye makes all the difference.

Print & advertising – sharp shots that are on target

If you’re producing printed brochures, flyers, or advertisements, you’ll need high-resolution images that can be blown up without losing quality. Blurry, pixelated shots won’t cut it – and neither will low-quality site snaps taken on a phone. Investing in professional photography at the outset means you’ll have a bank of crisp, high-quality images ready to use across multiple platforms, saving you time and a hassle later on.

Editorial & media relations – telling a story through imagery

When you’re looking to get coverage in trade magazines or national press, the right images can make or break your chances of getting featured. Editors love strong, high-quality imagery that tells a story – whether it’s an action shot of your team on site, an innovative product in use, or a striking project completion image. Avoid overly staged shots, and instead, aim for authentic, engaging visuals that enhance rather than distract from the story you’re telling. You might even end up on the cover…

Social media – keeping an eye on what works

Different social media platforms have different image requirements – and getting it wrong can mean your carefully curated images don’t display as they should. Portrait orientation works well across platforms, especially with the rise of portrait video content, however, landscape is still needed in some applications such as LinkedIn articles. It’s also important to consider the ‘safe zone’ on assets where you may not have much control over cropping, for instance some Meta advertising placements. Overall, consistency in style and branding across your social channels is key to a professional-looking feed.

Health & safety – always play it safe

If your images are taken on-site, always check them for potential health and safety issues before publishing. No hard hats on a construction site? Untidy workspaces in factory shot? It might not seem like a big deal, but these details can easily be picked up by industry professionals (especially on social media!) and reflect poorly on your business. A quick review before sharing could save you from an embarrassing or even costly oversight.

Don’t forget branding!

Where appropriate, make sure your company branding is included in your photography – whether that’s a logo on PPE, a branded vehicle in the background, or signage on-site. Subtle branding within your images helps reinforce your company identity without looking overly staged.

Quality over quantity 

Not everyone with a phone camera is a photographer but that doesn’t mean that the use of candid shots doesn’t have a place within your marketing activity. That said, it’s always best to try to get the best quality shots you can and avoid the temptation to ‘fix it in Photoshop later’. Taking quick-win shots doesn’t always save time as editing takes time, skill and, in some cases, can end up making the images look artificial. Getting high-quality shots right from the outset saves hassle and ensures your images look professional straight out of the camera.

AI imagery – use with caution

AI-generated imagery is on the rise, and while it definitely has its advantages, it does have to be used with caution, particularly in marketing for the construction and the built  environment. Authenticity is key when showcasing real-world projects and when making claims about product performance, and unfortunately AI can sometimes create unrealistic or misleading visuals. Use AI sparingly and ensure that any generated imagery aligns not only with your brand but doesn’t leave you at odds with industry standards and best practice guidelines. We’d also advise against using too many stock photos, as they can easily be spotted by eagle-eyed viewers and are often used by multiple companies – sometimes even by your competitors! 

Need expert advice? We’ve got you covered

At Harris Creative, we know what makes great construction and architectural photography – and how it fits into the wider marketing mix. We can help you source, create and share imagery that puts your business in the best possible light. After all, if a picture really does paint a thousand words, it’s important to make sure that message is on point and on brand!