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Masahiro Hayata
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https://www.hubspot.com/state-of-marketing · Scaling relationships and proving ROI · Social media is the place for search, sales, and service · Authentic influencer partnerships fuel brand growth · The strongest connections happen via call, click, chat, and camera. · Time saved with AI leads to more creative work · Seeking: A single source of truth · TLDR; Get on social, try AI, and align your systems. · More human marketing, powered by robots
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2017.8.21開催「カンファレンスカメラマンカンファレンス」のライトニングトークでプレゼンした資料。
Yahoo! JAPANのカンファレンスカメラマン
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2019.2.20開催「カンファレンスカメラマンカンファレンス#3」のライトニングトークでプレゼンした資料。
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ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
EC商品写真の撮り方
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ヤフー株式会社 2017年7⽉18⽇ お客様の⽬にとまる EC商品写真の撮り⽅
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P1 0.⾃⼰紹介 1.商品写真撮影の基本 2.お客様が知りたいこと 3.知りたいことを伝える撮り⽅ 4.実演 ⽬次 50分 40分
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P2 ⾃⼰紹介 隼⽥ 正洋(はやた まさひろ) ⽒名 コマースグループ パーソナルサービスカンパニー ゲーム・マッチング本部 ユニット推進部
部⻑ 所属部⾨ Yahoo! JAPAN公式カメラ隊 隊⻑ &
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公式の代表撮影を担当
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P6 の写真を撮影
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P8 0.⾃⼰紹介 1.商品写真撮影の基本 2.お客様が知りたいこと 3.知りたいことを伝える撮り⽅ 4.実演
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P9 商品写真を撮影するということ l スナップは被写体の⾒え⽅が決まっていて変えようがない l 商品写真は被写体の⾒え⽅を⾃らコントロールできる 街やイベントなどを撮影する「⼀般的なスナップ」と「商品写真の撮影」は被写体 への向き合い⽅が違う ス ナ ッ プ 商 品 撮 影
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P10 商品写真撮影のレベル 写真 アート コマーシャル メーカー公式 EC商品写真 素⼈ フルマラソン 五輪⽇本代表 JOC強化選⼿ 国内⼤会上位 マラソン完⾛ ジョギング 将棋 8タイトル保持者 タイトル保持者 プロ棋⼠ アマ有段者 趣味の将棋 ハイレベル ローレベル
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P11 商品写真と商品画像の違い 商品写真 EC商品画像として使うために 撮影した写真素材そのもの 商品画像 そのままでサイト掲載が可能な 状態の完成画像 今回のセミナーは「商品写真」の撮り⽅
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P12 今⽇のゴール 「EC商品写真」として使えるレベルの 写真の撮り⽅を理解する
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P13 0.⾃⼰紹介 1.商品写真撮影の基本 2.お客様が知りたいこと 3.知りたいことを伝える撮り⽅ 4.実演
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P14 商品写真撮影の⼼構え ⼩⼿先の撮影テクニックより「お客様が何を⾒たいか」 そのために「商品をどう⾒せるか」考える⽅が重要 いかに撮るか 何を⾒せるか < お客様は何を ⾒たいのか<
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⼀般的な商品写真
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アーティスティックに 撮影した写真
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P17 商品写真撮影の⼼構え テクニックを駆使してアーティスティックに撮るよりも、 商品の特徴がしっかり理解できる撮り⽅が求められる。 ⼀般的な商品写真 アーティスティックな写真
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P18 商品写真を通してお客様が知りたいこと お客様が購⼊前に知りたい情報を写真に盛り込む ⽬に⾒えるもの ⽬に⾒えないもの ⽬的 実物を確認
体験価値を確認 具体例 l 形状、サイズ l 重さ l ⾊、模様 l パッケージ l 内容物 l ⾃分が所有するとどう感じるか l ⾃分に合っているか l 所有している⾃分は⼈からどう ⾒られるか インターネットで物を買うお客様は何を⽬的として商品写真を⾒ているのか?
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P19 【例】トマトハンバーグ弁当 【具体例】東北復興弁当 シェフのトマトハンバーグ ヤフーが東⽇本⼤震災復興⽀援事業の⼀環として企画した弁当販売事業。 弁当の⾷材全てに福島県の素材を使⽤。東京駅と⽻⽥空港にて販売中。
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P20 【例】トマトハンバーグ弁当 ⽬的:「この弁当を買うと何が⾷べられるのか?」を表現 l メインのハンバーグが⼿前にな るよう斜めに配置 l ハンバーグ以外の具材も⼀通り ⾒えるように斜め上から撮影 ポイント ⽬に⾒えるもの
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P21 【例】トマトハンバーグ弁当 ⽬的:「買う時の状態はどうなっているのか?」を表現 l 弁当の縦横奥⾏き感を伝えるべ く三⾯が⾒えるように配置 ポイント ⽬に⾒えるもの
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P22 【例】トマトハンバーグ弁当 ⽬的:「この弁当には何が⼊っているのか?」を表現 l 内容物に優劣をつけず均等に⾒ せるため真上から撮影 ポイント ⽬に⾒えるもの
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P23 【例】トマトハンバーグ弁当 ⽬的:「この弁当は美味しいのだろうか?」を表現 l メインのハンバーグだけを⽫に 盛り付け l ⾼級レストランのメニューのよ うなイメージで撮影 ポイント ⽬に⾒えないもの
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P24 【例】トマトハンバーグ弁当 お客様が知りたいことを写真で表現する ⽬に⾒えないもの⽬に⾒えるもの
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P25 0.⾃⼰紹介 1.商品写真撮影の基本 2.お客様が知りたいこと 3.知りたいことを伝える撮り⽅ 4.実演
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P26 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P27 ①商品の扱い⽅ l 傷をつけない l 指紋を消す l
折り⽬をつけない 商品写真は店頭ディスプレイと同等の意味があるため、最⼤限美しく撮影する。 普段使いの時とは違い、丁寧かつ慎重に扱うこと。 ①商品の扱い⽅ ポイント
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掛け紙や帯のズレ
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綺麗に整えた商品
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P30 ①商品の扱い⽅ 掛け紙や帯がズレている 掛け紙や帯をしっかり整っている 撮影する前に、商品が最も美しく⾒えるような状態に整える
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P31 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P32 ②背景の処理 商品を置く背景の⾊や素材によって仕上がりの印象は変わる l 必要ないものが写真に写り込まな いようにする l 商品と同系⾊の背景は商品が⽬⽴ たなくなるので避ける ②背景の処理 ポイント
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⽩背景
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和柄のマット
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P35 ②背景の処理 ⽩背景 和柄のマット 背景の⾊や模様ひとつでお客様に伝わるメッセージが変わる
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P36 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P37 ③商品の置き⽅ l 最も⾒せたい⾯を前⾯にする l 平⾯的に撮りたい場合は真正⾯ l
⽴体的に撮りたい場合は斜めに置く お客様が知りたい情報を視覚的に伝えられるように置く ③商品の置き⽅ ポイント
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斜めに置いて 縦横奥⾏きを表現
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真正⾯に置いて 模様や形を⾒せる
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背⾯のデザインや 機能を⾒せる
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素材感や特徴的な ポイントを⾒せる
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P42 ③商品の置き⽅ お客様が「⾒たい」と思うポイントが しっかり写るように商品を配置する。 斜め 真正⾯ 背⾯ ヨリ
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P43 ③商品の置き⽅ セッシュウ⼋百屋 商品の下にカマシを⼊れて傾斜を つける 商品を台に乗せて⾼さをかせぐ 商品をテーブルに直接置くだけでなく、表現したい形が撮れるように補助道具を使 う置き⽅もある。 カメラ・ワイン写真:アフロ
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P44 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング iPhone撮影講座
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P45 ワンランク上のiPhone写真撮影術 iPhoneのカメラを起動 ここでワンポイント
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P46 ワンランク上のiPhone写真撮影術 ピントを合わせたい場所をタップするとピントが合い⻩枠が表⽰される ここでワンポイント
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P47 ワンランク上のiPhone写真撮影術 画⾯内のピントを合わせたい場所を⻑押し ここでワンポイント
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P48 ワンランク上のiPhone写真撮影術 「AE/AFロック」が表⽰されると⻩枠内で「ピント」と「露出」が固定される。 ここでワンポイント
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P49 ワンランク上のiPhone写真撮影術 ⻩枠横の太陽マークに触れるとスライドバーが表⽰される。 バーを上下にスライドさせると写真全体の明るさが変わる ⇒ 露出補正 ここでワンポイント
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P50 ワンランク上のiPhone写真撮影術 写真全体を明るくしたり暗くするといった、明るさのコントロールをすること。 カメラの⾃動露出補正機能は画⾯内の・・・ l 明るすぎるものを暗く l 暗すぎるものを明るく ⾃動的に補正をかける 露出補正
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P51 ワンランク上のiPhone写真撮影術 100%ホワイト 0%ブラック 18%グレー 明るすぎるので暗めに補正 暗すぎるので明るめに補正 基準⾊なので補正なし 露出補正
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P52 ワンランク上のiPhone写真撮影術 l ⽩背景撮影は画⾓内の⽩⾯積が多い l 建物内は⽩い壁が多い イメージよりも暗く写る ⽩背景での商品写真撮影や建物内での撮影では露出補正が必要になる場⾯が多い。 露出補正
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P53 ワンランク上のiPhone写真撮影術 ⻩枠横の太陽マークスライドバーを上にスライドして画⾯全体を明るく露出補正。 露出補正
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P54 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P55 ④撮影アングル l ⽴ったままの姿勢で撮らない l 上下左右カメラ位置を動かして ベストなアングルを探すこと カメラを構える⾼さ、⾓度によって商品の⾒え⽅が⼤きく変わる。 ④撮影アングル ポイント カメラ・ワイン画像:アフロ
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P56 ④撮影アングル カメラを構える⾼さ、⾓度によって商品の⾒え⽅が⼤きく変わる。 ④撮影アングル l ⽴ったままの姿勢で撮らない l 上下左右カメラ位置を動かして ベストなアングルを探すこと l
三脚必須 ポイント カメラ画像:アフロ
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真正⾯の印象を 表現
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やや斜めから 全体の形を表現
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側⾯のボタンや 機能を⾒せる
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上部の端⼦や 形を⾒せる
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背⾯デザインを ⾒せる
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P62 ④撮影アングル アングルによって 「写る⾯」が変わり、 お客様に伝わるメッ セージも変わる 真正⾯ やや斜め 側⾯ 上部
背⾯
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P63 ④撮影アングル ガラスなどの素材を撮影する場合は、余分な要素の写り込みに注意 写り込みを消すには 1)被写体の向きを変える 2)カメラ位置を変える 光の反射
原理原則 ⼊射⾓ 反射⾓ 鏡⾯に当てた光の⼊射⾓と反射⾓は等しくなる 撮影時に起こりがちなこと スマホ表⾯や腕時計など反射するものを撮影す るときは、反射⾓の先を⽚付けておく 鏡⾯ スマホ
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P64 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P65 ⑤光の当て⽅ 暗い場所で撮るからフラッシュを焚いて明るくする ! フラッシュのオート直当てNG! 特に⾒せたい場所を明るくするためにフラッシュを焚く お客様に最も⾒せたい⾯が最も明るくなるように光を当てる。 ⑤光の当て⽅
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フラッシュ直当て
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柔らかい光で ライティング
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P68 ⑤光の当て⽅ お客様に最も⾒せたい⾯が最も明るくなるように光を当てる。 ⑤光の当て⽅ 暗い場所で撮るからフラッシュを焚いて明るくする ! フラッシュのオート直当てNG! 特に⾒せたい場所を明るくするためにフラッシュを焚く フラッシュ直当て 柔らかい光
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P69 ⑤光の当て⽅ ベースは「柔らかい光」で明るくした状態で、最も⾒せたい部分だけベースより ちょっと明るくする。 ⑤光の当て⽅
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硬い光
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柔らかい光
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P72 ⑤光の当て⽅ 柔らかい光硬い光 くっきりとした濃い影が出るので商品 写真では使いにくい 影が淡くなり、全体的に均⼀に光が回 るため商品写真に適している ベースは「柔らかい光」で明るくした状態で、最も⾒せたい部分だけベースより ちょっと明るくする。 ⑤光の当て⽅
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P73 ⑤光の当て⽅ 「やわらかい光」を作るためには「⼤きな光源」から光を照射する ⑤光の当て⽅ 硬い光 柔らかい光 特徴 くっきり濃い影が出る
淡い影が出る 光源 ⼩さな光源から光を照射 ⼤きな光源から光を照射 環境 フラッシュ直当て ⽩熱電球 ⽇中の太陽 カーテンのかかった窓際 ゲレンデ ⽇中の⻘空・曇り空 ⽬的 真夏や⽇中イメージを再現 商品写真やポートレート
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P74 ⑤光の当て⽅ 光源のサイズ︰光を発している部分の⾯積 光源が⼤きくなると光は回り込む (例)レースのカーテンなど 光源 光源
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光源のサイズ
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光源のサイズ
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P77 ⑤光の当て⽅ 商品写真撮影では⼤きな光源による柔らかい光が最適 ⼩ さ な 光 源 ⼤ き な 光 源 撮影⾵景 撮影写真
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フラッシュライティング
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簡易撮影スタジオ
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P80 ⑤光の当て⽅ ⼿軽に柔らかい光を再現できる簡易撮影スタジオの使⽤を推奨 撮影⾵景 撮影写真 簡 易 ス タ ジ オ フ ラ ッ シ ュ
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P81 3.知りたいことを伝える撮り⽅ ①商品の扱い⽅ ②背景の処理 ③商品の置き⽅ ④撮影アングル ⑤光の当て⽅ ⑥カメラのセッティング
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P82 ⑥カメラのセッティング l 商品の「正しい⾊」を再現 l 露出補正で⽩トビしないギリギリ まで明るく l
被写体全体にピントを合わせるた めに「絞りを絞って」ピントが合 う範囲を広くする 商品の状態を正確、かつイメージよく表現できるよう、正しい⾊で、明るく、ピン トの合う範囲を広く撮影する ⑥カメラのセッティング ポイント
84.
P83 ⑥カメラのセッティング 照明⾊の影響を排除して商品の⾊を正しく表現するため、ホワイトバランスを設定。 正しい⾊を再現
85.
電球⾊のまま撮影
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ホワイトバランス設定
87.
P86 ⑥カメラのセッティング ホワイトバランス設定電球⾊のまま撮影 電球の明かりにより画⾯全体がオレン ジ⾊に染まって⾒える 電球⾊の影響が消え、背景、商品とも に正しい⾊で撮影できる 照明⾊の影響を排除して商品の⾊を正しく表現するため、ホワイトバランスを設定。 基準⾊として「グレーカード」を使う。 正しい⾊を再現
88.
P87 ⑥カメラのセッティング ⾃動露出補正まかせで撮影すると暗く写ってしまうことが多いため、⼿動で露出を プラスに補正して画⾯全体を明るくする。 明るく補正
89.
⾃動露出補正
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⼿動露出補正
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P90 ⑥カメラのセッティング ⼿動でプラス補正⾃動露出補正 カメラが⽩背景を「明るすぎる」と判 断して、⾃動的に画⾯全体を暗く補正 カメラの設定露出を⼿動でプラスに補 正することで⾒たままの明るさを再現 ⾃動露出補正まかせで撮影すると暗く写ってしまうことが多いため、⼿動で露出を プラスに補正して画⾯全体を明るくする。 明るく補正
92.
P91 ⑥カメラのセッティング 商品の隅々までしっかり判別できるように、絞りを絞ってピントの合う範囲を広く する。 ピントの合う範囲を広く
93.
絞りを絞る
94.
絞りを開く
95.
P94 ⑥カメラのセッティング 背景がボケている全体にピントが合っている 全体にピントが合っており、内容物を しっかり判別できる 背後のマニュアルやCD-ROMがボケて 判別できない 商品の隅々までしっかり判別できるように、絞りを絞ってピントの合う範囲を広く する。 ピントの合う範囲を広く
96.
P95 ⑥カメラのセッティング レンズの絞りが開いているとピントが合っているところ以外はボケやすい レンズの絞りを絞るとピントが合う範囲が広くなる カメラ・絞り画像:アフロ 絞りを開く 絞りを絞る
97.
P96 3.知りたいことを伝える撮り⽅ 項⽬ ポイント ①商品の扱い⽅ 商品を最も綺麗な状態で撮るために被写体は丁寧に扱う。 傷をつけない。指紋を消す。折り⽬をつけない。 ②背景の処理 必要ないものは⽚付ける。商品と同系⾊の背景は避ける。 商品のイメージに合わせて背景の素材を変える。 ③商品の置き⽅ 最も⾒せたい⾯を前⾯に。 ④撮影アングル 商品の上下左右からベストな撮影位置を探す。 三脚を使う。 ⑤光の当て⽅ フラッシュ直当てNG。やわらかい光で商品全体を明るく、 最も⾒せたい⾯だけ特に明るく。 ⑥カメラのセッティング ホワイトバランスを合わせ、プラスの露出補正で全体を明 るく。絞りを絞ってピントの合う範囲を広くする。 まとめ
98.
P97 0.⾃⼰紹介 1.商品写真撮影の基本 2.お客様が知りたいこと 3.知りたいことを伝える撮り⽅ 4.実演
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