Photography – the best photography – is absolute magic.  That is to say that unless you’re part of the culture, how a perfect shot was taken is nearly a mystery.  This is especially true when shooting people.  The best portrait photographs are candid, natural and unforced:  No fake smiles, genuine emotion on the faces of the subjects (victims, perhaps?).  The trick is that the photographer needs to blend in.  They are not there to be noticed.

So when Pentax announced it’s new line of K-X cameras, such as the K-X Red shown here (also available in white, black and navy), I just can’t take the camera seriously.  It is clear, to me, that this is a camera targeted to the casual photographers who have been flocking to DSLRs in droves ever since they became affordable.  It is clear, to me, that the purpose of having a red camera is to be noticed.  As if being a random by-stander with a camera wasn’t noticeable enough, this camera shouts out loud “Look at me!  I’m awesome because I have a camera!”

The camera is also available in the standard black and an unobtrusive Navy Blue – and I might take one of those a little more seriously.  After all, it does have some impressive specifications:  12.4 megapixel CMOS sensor, 4.7 frames per second, 11 point wide-angle focus and a lens mount that gives you access to the impressive collection of Pentax Lenses.

But I’m sorry – I have to chalk this up as a marketing gimmick.  Shame on you, Pentax, for going the way of the “look at me” generation.  I guess it doesn’t matter to you, Pentax, if people buy your camera for serious art or just because it’s red – so long as people are buying your stuff.  Note that I said “people”, not “photographers”.  Real photographers see beyond your marketing strategy and your candy-red color schemes.  Real photographers don’t need to be noticed because of our cameras.  Our work will speak for itself, thank you.

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