When ordering images for your company, there are some things you need to keep in mind. Here are seven hints to help.
1. WHAT DO YOU WANT TO EXPRESS?
You must decide what the image should convey and what “mood” you are striving for. Is it a pure product picture, or do you want to express a feeling? Will there be people in it, and if so – what are they doing? Ask yourself what you want the image to convey, and feel free to write a brief for the photographer where the goals of the photos are clearly specified.
2. LET IT TAKE TIME
Take time with the photographer to go through the project in its entirety – preferably a few days before the actual photo shoot. Visit locations, view products and meet those who are to be photographed. Things may arise that could be important to the images. A technical recce is a must – meaning that you on location go through how you envision the pictures.
3. ALLOCATE RESOURCES
There is no such thing as “just taking a picture”. Creating images is complex and requires collaboration between the client and the photographer. Who handles the styling, and who approves of the final image? Do the people photographed have time for delays? How much work does the picture require – does that wall clock need to be retouched? What is included in the budget? Keep in mind that it´s always easier to solve a problem “live” than in post-processing. Impossible? Make sure to add some extra time if needed.
4. GET INSPIRED
Look at the company’s old photos (as inspiration as well as a warning) and on the graphic guidelines, if any. You might find helpful guidance. A great idea is to make a “mood board” – an inspirational collection of images that visualize the emotional quality in colour, design, and spirit.
5. HAVE FUN
Shooting people who are not used to being in front of the camera is somewhat special. For those who are not used to it, it can feel awkward to have your picture taken. With the right photographer, the atmosphere is comfortable and even fun. Music usually makes it easier – ask the models to pick a tune. People are to feel safe and relaxed.
6. DIVE IN AND MAKE YOURSELF HEARD
This is important. Engage in the photoshoot and look at the images continuously. Are they ok? Does anything need to change? Don´t hesitate to make yourself heard – the devil´s in the details.
7. KEEP ANALYZING
If possible, analyze the effect of the images. In #1 above, we state it´s essential to set goals – just as crucial as exploring the impact of what is produced. Maybe you have a record of previous successes? Copy the good stuff and eliminate the bad, then measure how this affects the goals set.