If you have never been involved in advertising, design or marketing, chances are you will not have used the services of a commercial photographer company before. Many people only have contact with professional photographers after they get married.
Fear breeds unfamiliarity, and many people feel inadequately equipped for making decisions around creative issues. It is a simple fact that anyone can recognize good imagery from bad. It doesn’t take a high-ranking advertising executive or art critic to make informed decisions about what makes a photograph great or not. In the west, we are constantly bombarded by imagery 24 hours a day. This constant exposure to visual stimuli and the subsequent saturation has made us all almost conscious of basic aesthetics as well as technical quality. This understanding is only possible if you have the confidence to apply it. It is possible that simply acknowledging that your company deserves professional photography, rather than amateur photos, will indicate that you have this understanding.
Owners of large multinational companies will have their own marketing/design department, or you can outsource the creative work to an agency or specialist advertising agency. Regardless of which option you choose, the responsibility for sourcing photography will fall on someone else. If you own a small or medium-sized business, it may not be possible to afford such luxury items and you will have to make these creative decisions on your own. Let me now turn my attention to the first point:
Budget. You should expect to pay a lot for commercial photographers. While top-end advertising photographers can charge thousands of dollars per day for their shoot fees, do you really need a big-name photographer? Most likely, you only require a few high quality photos and not the most avant-garde styled photography. Set a realistic budget and be clear about the job you require. Ask local photographers for a quote if you are unsure how to set a budget. Many will be happy to provide a quote and you are not required to use their services.
Genre. The type of photography you require will determine the type of photographer you need. Although it may seem obvious, don’t hire a wedding photographer to photograph your product shots unless they can prove that they are competent. Stick with professionals who have experience working in a commercial setting. If you require product photography, hire someone who has a lot of experience with still life shots. Although many photographers are happy to shoot all types of photography, most will confess that their specialism is the one they enjoy most.
Style. Style. A photographer’s style is not important if you only need a few generic shots, for example. Photographic style plays a greater role in interior and exterior photography. You can choose from traditional styles or modern and sleeker designs to best reflect your brand image. You want your company to be consistent and bold, but also for the right reasons.
Portfolio. Portfolios are the best way to show a photographer’s style and technical skills in one place. You should be able tell almost everything about a photographer by looking at a few of their most recent work. This is because it’s not what they were shooting fifteen years ago when they were students, but what they are currently shooting. Look closely at the technical quality of their images, not just their style. Is the composition and the exposure appealing to the eye? Are the photos able to show a broad range of tones without losing important highlights or muddying shadows? Are the colours natural and flattering? Are interior shots neutral or coloured with unpleasant hues? Simply put, does each photograph look great? Trust your gut instinct if the answer is predominately “yes” and other people around you agree.
Talk or meet. You will be able to make or break the decision about whether or not you book a photographer. Although you don’t need to be best friends or have a long-lasting relationship, it is always beneficial to get to know any professional colleagues. You can only judge their character by speaking with them at least on the phone. However, I recommend meeting them in person if you plan to invest significant time or money in them.
Of course there are many other considerations you may need to think about when choosing a photographer to shoot your commercial brief. However I do believe that if you adhere to the basics, then at least you can be confident that you are making an informed decision rather than a rushed one, and you stand a good chance of enjoying a successful encounter.