In today’s photography, colour is standard, and B&W is used for its classic, timeless look. Black-and-white photos are known for having this artistic feeling, but colour photos can have the same when done well.
I am not starting a debate about right or wrong. I want to point out the different aesthetics in these two styles.
Colour and BW photos present an image of the world in two different ways. It´s like choosing between one or the other font for writing, using adjectives in a sentence to describe the mood, or making a powerful headline.
Ten years ago, in 2015, Leica released an ad for its black-and-white digital camera, which is only capable of creating monochrome grey tones—a brilliant camera, by the way. This commercial ad said that B&W is purer than colour, suggesting that colour is for those without imagination: “In the colour world, there’s no space for dreams.” This is not true.
Colour photos can be as powerful and dreamy as a black-and-white photo. It all depends on the skills of the photographer and how we see the world in that moment.
I find black-and-white photos very powerful and use this style as a preference for much of my work. Colours can be very distracting and take away the focus from the actual form and spirit of the photo. Colours, on the other hand, can add a certain mood and expression lost in greytones. Each for each their purpose.
It was an ad, and ads often find a good phrase or headline to make an impact. This is directly comparable to a colour versus black-and-white photo. Each has its strong parts depending on what you want to “say.”