A lens on inspiration
A look at the creative process and career journey of Pinterest’s photo editor.
Photography and imagery surrounds us... more so now than ever it is part of our lives and how we share, document and communicate. A photo can stir something inside you, it can motivate you or urge you to feel and to act. Or it can connect you to something bigger than yourself.
What do we really understand about how a photo has impact and how a photo can inspire us... and if it does inspire how do you define this inspiration? As a photo editor, seeking out inspiring imagery is what I do.
I choose images based on many things. Maybe for my love of a photographer’s work or personal style… most often because of who the images are being selected for and why. In advertising it could be the exquisite craft of a still-life photographer (photographer duo Metz and Racine for example) or when portfolio editing maybe it’s the narrative of an image and the story it tells (photographers James Mollison or Jesse Chehak for example).
Photographers such as this are always an inspiration. In my job as an editor in the creative team at Pinterest I am focused on digging into imagery and strategizing about how it represents the brand. But how did I get here? And how do I go about my job hunting down inspiring photography to connect with the Pinterest community?
How I got here
Moving to California from London, I pivoted from a career in editorial and managing photographers over to working in brands. The shift as a photo editor meant moving away from the close relationship with photographers and clients that was essential as a rep. This also meant a shift from editing individual photographers’ bodies of work. At Pinterest, photography needs to be part of an overarching visual language of how the brand expresses itself and what story the brand wants to tell. As the photo editor this means really defining and understanding how the images we use can inspire our growing community of Pinners, creators and advertisers.
The fundamentals of how I select images for a brand largely remain the same and include considerations such as the quality of an image, the brief, casting and where I source an image from. Personally, something that is consistent for me as an editor and smooths any transition is simply how “right” an image feels… a gut feeling essentially. At Pinterest, an image feeling “right” is deeply rooted in the communication of an idea and if the image generates inspiration. But how do I define what makes an image inspire in our work such as the campaigns you see here?
A strategy for inspiration
Pinterest is where people come to be inspired. It is a visual mood board, a place for ideas to spark and grow. I used it as an inspiration for an “image dump” when it first started and still do. Much of this history of using the platform frames my thinking about photography now.
I sit in the core “Brand Creative” team and our work includes defining the visual language of the brand.
As part of this team my initial task was to set some photo guidelines. Considerations for these principles were how to keep the lens wide and speak to the breadth of ideas on the platform while also eliciting an emotional response. Our research team had established a wonderful set of frameworks for me to build upon. This framework started out as the “5 dimensions of inspiration” and an evolved version of this is now called the Inspiration Diamond.
Using these frameworks I then dug deeper into visual literacy and my understanding of photography to develop this criteria further. The Inspiration framework defines key principles for defining whether an image works as an inspiring Pinterest idea and if it aligns with company values.
Extensive qualitative research, samples of 15000 pins, and AI analysis, uncovered a universal definition of inspiration. This inspiration formula is based upon principles forming a 2 part process of ‘insight’ and ‘movement’. Two different phases of thinking which are both required for inspiration to happen. These phases are characterized by generative and convergent thinking.
Inspiration Diamond model:
1. Visually arresting: Does the image pop from the page or catch your eye? Does it have a color / tonal balance that feels fresh and crisp and well lit while not being too vivid. Is the composition dynamic and is the image visually arresting. Does the photo style communicate an idea in an authentic way? Is the craft of the image executed well?
2. Fresh perspectives: Is the content unexpected and could it make you curious and give you new ideas? Does it feel like generic imagery or more of a fresh perspective?
3. Tailored: The 5 dimensions principle of content being relevant evolved into being tailored. Is the idea current? Could it speak to its audience? Tailored content relevant to people and their lives, something they could actually relate to factored as the biggest predictor of overall inspiration.
4. Motivating: Does the image make you want to get up and take action… to make, bake, build, grow? Is the content inviting and instructional? Often a mood and composition and how attainable content feels is key for this facilitating movement and being inspiring.
Positivity: The latest research for the Inspiration Diamond model showed that while an image’s subject matter does not have to be positive to inspire, the emotional mindset of positivity that an uplifting image can foster means you are more open to ideas and change. An image feeling positive is a key part of our photo guidelines and POV. We want an image to reflect a positive mindset and align with company values. Consideration such as — Is there humanity in the photo? Does it elicit an emotional response? Is it aspirational? are always considered when sourcing photo content.
Whenever photography is being considered, diversity and inclusion is fundamental in image selection, casting and editing because everyone can be inspired, regardless of their age, race, sex, or ability.
So, what next?
What happens next to keep pushing imagery to be inspirational? The photo team is undertaking an overhaul of existing imagery. Looking at content with fresh eyes through the lens of where we are as a brand now and where we want to go. Basically, an audit! We are combing through our image library and archiving old content and curating images into robust collections of images.
This allows designers to efficiently find the “most inspirational and diverse” content for their work. Much of this calls on that gut feeling of an image belonging in a collection... or not.
Much of my focus now is exploring working with new stock sources and direct photographers to ensure fresh, diverse imagery in our campaigns. This year we’re also producing our first custom library photo shoot. This is a unique opportunity to build a set of images from scratch. We can concept on how to inspire with an image when we have full control. We are focusing on unique ideas and a diverse cast. It is more challenging to find the unique ideas in stock as the business model works best with imagery that gets repeatedly licensed. We will have incredible creative freedom to create bespoke and inspiring content and to choose who to collaborate with. There’s lots to come.
It’s a wrap
Aside from production and strategy to raise the bar… I am always watching and listening to the designers, writers, producers and marketers around me. Learning from the product and understanding the journey of an image within the brand is a crucial part of me being able to do my job. Ultimately we are working together to better understand and generate this inspiration. Whether it is the color palette we design with, the words we write to tell our story or the images we feature… inspiration is in the DNA of the brand. Alongside this, I look to the incredible photographer community and work that surrounds us all: emerging photographers, magazines, creators and work. This is where I learn so much and get inspired everyday. The impact of an image can stop someone in the street, capture their attention and spark an emotional response. This ultimately is how a photograph can inspire. It connects and then has the potential to propel someone to new possibilities.
To learn more about design at Pinterest, check out the rest of The Pinterest Studio and follow us on Twitter. To view and apply to open opportunities, visit our Careers page.
