Editorial photography is a concept that includes the pictures that are used as support of other content, usually text, for example in articles. The aim of editorial photography is to transmit an idea to the audience and tell a story. On the opposite, the goal of commercial photography is selling something. In addition, in the personal ground the target is entirely to sell your art. The best and most commonly used tool to boost your personal brand is creating a personal portfolio.
Therefore, as the artwork has to wake emotions, it has to be carefully chosen. In the case of an article about disruptive architecture and innovative design for example, the photographer would look for the most design-impressive structures to photograph. It will provide the reader with visual support that helps the reading and understanding of the idea.