Everyone has a decent camera. Does that mean everyone is a decent photographer? Absolutely not.
Okay, we get it. You think your photos are just fine; no need to hire one of those expensive photographers. You don’t want to spend the money and you’re not sure your photos are that much worse than what a photographer could produce anyway.
Photography is perhaps one of the most telling mediums in your marketing efforts. The audience connects to you and your brand through the photos you use. The quality of your photos – good or poor – reflects the quality of your business.
You are what your media says about you.
Think about photography as an investment. Once you make the investment, you can reuse the photographs in other aspects of your marketing. Building up a photo bank for your company is useful in the long run. Good photos can be used for a year or more in your advertising, on your website, on your business collateral and other elements.
Don’t waste your valuable time by taking and editing your own photos when you could be spending time doing what you do best—running your business. It is much more efficient to hire a professional who will deliver much higher quality photographs in the end. You pay them for a whole lot more than you may realize: lighting equipment, professional models, technical know-how, setting up the perfect shot, professional editing, and most importantly, knowing how to make the photo SELL, not just show.
Alright, now you’re thinking, “But I still think my photos are good enough! I still don’t see the big difference.” It’s time for a little bit of education, people. Let’s learn what good photography is and is not.
Good photos are absolutely necessary in anything that reflects your business, professional self and reputation.
- Interesting Composition
Images that are compelling to look at. Not one you’ve already seen a hundred times. - Capturing Something Other Than the Image
It may be a feeling, a character or a mood. - Technically Correct
Crisp, in-focus, detail-laden images that are rich with visual data and are color corrected. - Lighting is Key
You should be able to see details in the highlights and shadows of an image. - Good Equipment
That means using it correctly with technical training. Not everyone with a nice camera knows how to use it.
And what about bad photographs? Snapshots are fine for personal uses like Facebook or emailing around the office. But that’s about it.
- Anything from a Point & Shoot or a Cell Phone
Simply put, low-end cameras do not take high-end photos. Nope, not even your iPhone 4S. - “Myspace Photos”
Enough said. However, if you are unfamiliar with this term, you’re probably better off. - Technical Failures
Photos that are blown out (have white areas with no visual information), poorly lit, backlit, low resolution, out of focus or use harsh flash are all photographic sins. - Over Edited
Photoshop filters do not make your photos look cool. Photoshop filters cannot do much help to a photo that is bad to begin with. - Bad Composition
Think about what ends up in the frame. Your focal point does not always need to be in the direct center.
In order to illustrate this, let’s compare some so called “average” shots with those of the pros.
Example 1: Product Shot
Example 2: Location Shot
Example 3: Portrait
Alright, I’ve made my point. You are probably not a photographer, so hire a professional who will do it right. Professional photos make you look good, and your business look even better. Good photos will sell for you. Amateur photos take more effort to convince people to buy. It’s a great investment and worth the money. Say “cheese!” and call a pro.
Written by Christine Marin, with a little help from Emily Hsiao
