A photo should be an eye-catcher. Attract attention, have symbolic power, evoke feelings, motivate to do something, convey information and document. For example, as an article picture in journalistic texts, as an advertising photo, as an illustration of websites and as an impact factor in social media.

Photos are used today on the Internet as a medium of communication.

The book conveys all important factors in their context with practical examples and with theoretical explanations. A special feature is the aesthetic theory of the mathematician Georg David Birkhoff. Additionally, a content analysis based on the semiotics of Umberto Eco.

As a result, an applicable matrix of the photographic process is presented, which can be used to realize almost any effect.

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