2. Tap into the viewer’s emotional triggers

Camera angles and facial expressions influence viewer response

• An upward-looking angle on a model signals confidence/power, while a downward-looking angle evokes pity and a desire to help the subject.
• Smiles sell. As cheesy as it may sound, studies have shown an increased advertisement success rate when the ad had a model smiling versus the same ad where the model was not smiling. Of course, consider your subject content here.
• Eye contact breeds a sense of trust in the viewer. If the model is not looking at important content, consider having them look instead directly at the camera.