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What we see evokes emotions in us. Colour, shape, composition. Creating a coherent whole that creates a story and allows us to focus on the essence of the message is an essential element of photography. On the Internet, the photo is the most important element, attracting the customer's attention. Not only is the right shot important, but also light, focus and concept. We buy what we see, therefore photographs should present an appropriate message and encourage the customer to use our services. This is the most effective and at the same time one of the most difficult methods of advertising.