What Is The 20-60-20 Rule In Photography?

Photography, as both an art and a science, is governed by various principles that guide practitioners toward creating compelling and impactful images. One such principle is the 20-60-20 rule, a concept that has been adapted from business and leadership contexts to serve as a valuable framework in photography. This rule offers insights into audience perception and provides a structured approach to the creative process, enabling photographers to navigate the subjective nature of visual art effectively.

Origins and Adaptation of the 20-60-20 Rule

The 20-60-20 rule originates from organizational behavior and leadership studies, where it is used to categorize employee engagement and response to change. In this context:

20% of individuals are highly engaged and supportive.
60% are neutral or ambivalent.
20% are disengaged or resistant.

This segmentation helps leaders tailor strategies to manage and influence their teams effectively. Recognizing the parallels between organizational dynamics and audience reception in creative fields, photographers have adapted this rule to understand and predict how their work might be perceived by different segments of their audience.

Application in Photography

In the realm of photography, the 20-60-20 rule can be interpreted in two primary ways: understanding audience reception and structuring the creative workflow.

1. Audience Reception

When presenting a photograph to an audience, the 20-60-20 rule suggests that:

20% of viewers will have a strong positive reaction, resonating deeply with the image.
60% will remain neutral, neither particularly moved nor displeased.
20% may have a negative reaction, finding the image unappealing or uninteresting.

This distribution underscores the inherent subjectivity in art appreciation and serves as a reminder that it is nearly impossible to create a piece that universally appeals to all viewers.

Implications for Photographers:

Embrace Subjectivity: Understanding that a portion of the audience may not connect with a photograph allows photographers to accept criticism without discouragement. It reinforces the idea that diverse reactions are natural and expected.
Focus on the Engaged 20%: By identifying and understanding the segment of the audience that resonates deeply with their work, photographers can tailor their artistic vision to cater to this group, fostering a loyal and appreciative following.
Constructive Engagement with the Neutral 60%: The largest segment offers an opportunity for growth. Through thoughtful presentation and storytelling, photographers can attempt to sway this group toward a more positive reception.

2. Creative Workflow

Beyond audience perception, the 20-60-20 rule can also guide photographers in their creative process. This approach has been notably advocated by renowned National Geographic photographer Paul Nicklen, who applies the rule as follows:

First 20%: Capture the “safe shots.” These are standard compositions that ensure all essential elements are documented. This phase serves to secure baseline images that fulfill the fundamental requirements of the shoot.
Middle 60%: Engage in creative exploration. With the foundational shots secured, photographers can experiment with different angles, lighting conditions, and compositions. This phase is where innovation occurs, and unique, compelling images are often created.
Final 20%: Refine and perfect. After experimentation, photographers assess their work, make necessary adjustments, and fine-tune their approach to produce polished, high-quality images.

Benefits of This Workflow:

Comprehensive Coverage: Ensures that essential shots are not overlooked while still allowing space for creativity and innovation.
Risk Management: By securing standard shots early, photographers mitigate the risk of leaving a shoot without usable images, providing a safety net that encourages creative risk-taking in the subsequent phases.
Structured Creativity: Offers a balanced approach that combines discipline with artistic freedom, leading to a diverse and dynamic portfolio.

The 20-60-20 rule in photography aligns with several broader concepts in art and psychology:

Pareto Principle (80/20 Rule): Suggests that 80% of effects come from 20% of causes. In photography, this can translate to a small portion of one’s work generating the most significant impact or recognition.
Audience Segmentation: Understanding that audiences are not monolithic allows photographers to tailor their work and marketing strategies to different segments, enhancing engagement and satisfaction.
Emotional Resonance: Recognizing that art evokes varied emotional responses reinforces the importance of authenticity and personal expression in creative endeavors.

Practical Tips for Photographers

To effectively implement the 20-60-20 rule in both audience engagement and creative workflow, photographers might consider the following strategies:

Know Your Audience: Conduct surveys or engage with followers on social media to gain insights into what resonates with them. This information can guide creative decisions and marketing efforts.
Balance Safety and Experimentation: Allocate time during shoots to capture both standard and experimental shots. This balance ensures that essential content is secured while still pushing creative boundaries.
Reflect and Iterate: After each project, assess which images garnered the most positive reactions and why. Use this analysis to inform future work, continually refining one’s artistic voice.
Embrace Feedback: Engage with both positive and negative feedback constructively. Understanding different perspectives can provide valuable insights and foster artistic growth.

The 20-60-20 rule serves as a multifaceted tool in photography, offering a framework to navigate audience perception and structure the creative process effectively. By acknowledging the diverse reactions art can elicit and adopting a balanced approach to image-making, photographers can enhance both their artistic expression and audience engagement.