Images that elevate perception and strengthen the brand

Outdoor photography has always given me a strong connection to light. Over the years, I’ve learned that you don’t need complex equipment to achieve a well-exposed, professional image. You need to understand light - and apply it with intention.

One of the most practical techniques I use is the Sunny 16 rule. It is simple, effective, and easy to apply immediately.

The principle is straightforward: On a bright sunny day, set your aperture to f/16, and choose a shutter speed that matches the inverse of your ISO.

For example:
ISO 100 → 1/100 sec
ISO 200 → 1/200 sec

If the day is slightly overcast, open up to f/11.
If it is more cloudy, move to f/8.

These small adjustments allow you to control exposure without depending heavily on flash or complicated settings.

In snowy environments or very bright scenes, this rule becomes even more important. Snow reflects light intensely, and without proper exposure, highlights can easily be blown out or faces can lose detail. Starting at f/16 with ISO 100 on a clear day provides a clean, sharp baseline exposure.

That said, controlling shadows is still part of the photographer’s responsibility. You do not need expensive gear. A simple white umbrella, a basic reflector, or even positioning your subject to use open shade can soften harsh shadows and reduce highlights on faces.



In marketing, a clear and properly exposed image is more than enough. You do not need excessive lighting setups or technical complexity. Natural light, understood and applied correctly, produces authentic results that connect with people.

You don’t need to retrain. You need to practice.

Sunny 16 is not just a rule. It is a reminder that great photography often begins with simplicity - and consistency.