Good question. I have a lot of great personality pics of my horses over the years. This takes a lot of TIME (which I enjoy) and patience and interation with the horse.
As for conformation pics, I have one horse who looks gorgeous no matter which angle you’re shooting from. He is round and symmetrical and ‘pretty’ …and his presence just shines through the lens. (He really should be in the movies…)
On the other hand, his sibling…a 3 yr old colt out of the same mare…is simply not photogenic. At least not yet. Maybe once he matures? He has great conformation but I cannot seem to get an outstanding pic of him.
In addition to other points made here…I find that one has got to know the horse, what makes him/her pump themselves up, manage to get them in the right position with the right legs showing, right background. A LOT of factors go into creating a stunning photo or even a good photo of a horse.
I think that there are many good conformational shots of horses in advertising, but many lack that extra factor…presence…which can dazzle the eye and draw the viewer’s interest instantly.
Also, use your imagination, shoot lots of pics, so you learn which angle your horse looks his/her best. Also, lighting is extremely key to a good photo.