Amazing Japanese artist and photographer Hiroshi Sugimoto is the man behind these high voltage photos. Without fear, Sugimoto casts up to 400,000 volts of electricity through film via a Van de Graaf generator. The resulting images display erratic trails not unlike those found in nature.
Hiroshi Sugimoto has a passion for unseen phenomena, and in this, his latest creation 'The Lightning Fields' we can confirm that his passion sparks the imagination.
Implications - Consumers are attracted to products that feature some sort of entertaining element. Items that contain an aspect of whimsy are appealing to those who want to forget their responsibilities for a moment. Companies trying to increase their appeal could focus on this.