Photo Marketing Association International Educates Consumers on How to Make Better Digital Images Using Camera Icons

Business Wire, Dec 17, 2004

JACKSON, Mich. -- A recent study of new digital camera buyers, by Photo Marketing Association International (PMA), reported that most put their camera exposure mode on "P" (for Program exposure), and go about their picture taking.

These photographers ignore the camera's control icons that indicate special subject exposure modes, such as icons of a running man or a flower. What these symbols mean is an exposure combination that produces the best image of a particular subject, while the Program setting provides a good exposure for an average subject. Each exposure setting has two parts - the shutter time and the lens aperture setting. The lens opening, or aperture, controls the zone of sharp focus, or in photographic language, the depth of field.

One of the most important icons is the Running Man, denoting a Sport/Action setting. Here the camera's exposure system measures the amount of light and selects the fastest shutter speed in order to freeze action. But to do this, the camera opens the lens aperture, which produces a shallow zone of sharpness.

At the opposite end of the scale is the Flower icon, which indicates the close-up or macro setting. In this mode, the exposure system provides greater depth of field at a slow shutter speed. The problem with ultra-close-up photography is keeping sharp depth of focus, because the lens is very close to the subject.

PMA provides consumers similar type of photo tips via its Prints are Memories website (http://www.prints-are-memories.com/default.asp). Prints Are Memories has emerged as a highly visible centerpiece of the PMA consumer outreach effort for the photo imaging industry's 20,000 retail locations that are participating in the Qualified Digital Processing Center (QDPC) program. QDPC was designed to create awareness among the consumer public through public relations, advertising and newscasts, when and where available.

The Prints are Memories site includes several articles by Alfred DeBat, who has long been recognized as a leading authority on digital imaging and traditional photography. DeBat has served as Editor-in-Chief of several prominent national publications.