| Unless you are or have been actively involved in the | | | | who are used to working with in a commercial |
| design, advertising or marketing industry, the | | | | environment and if you need product photography |
| likelihood of you having needed the services of a | | | | hire a photographer who shoots a lot of studio based |
| commercial photographer before are fairly slim. In | | | | still life e.t.c. Many photographers will happily shoot a |
| fact the first and last time many people have | | | | selection of photographic genres but most will admit |
| contact with a professional photographer is when | | | | to having his or her own specialism that they feel |
| they get married. | | | | most comfortable with. |
| Unfamiliarity often breeds fear and many people | | | | Style. The artistic style a photographer shoots in may |
| wrongly feel inadequately equipped to make decisions | | | | or may not be relevant to your job. If you just need |
| based around creative issues. The simple fact of the | | | | some generic pack shots for instance, then a |
| matter is that pretty much anyone in this modern | | | | photographers style need not be of huge concern. If |
| day and age can tell good from bad imagery. You | | | | on the other hand you need some interior or exterior |
| don't need to be an art critic or high flying advertising | | | | photographs then photographic style will play a bigger |
| executive to make good informed decisions on what | | | | role in your decision. Be it traditional or more edgy |
| makes a great or bad photograph. We are all, in the | | | | and contemporary, try to choose a style that best |
| western world at least, bombarded with imagery | | | | reflects your brand image. Be consistent yet at the |
| everywhere we go twenty-four hours of everyday. I | | | | same time brave, as you do want your company to |
| believe that this constant exposure and saturation of | | | | stand out from the crowd; but only for all the right |
| visual stimuli has given all of us an innate, almost | | | | reasons. |
| unconscious understanding of both basic aesthetics | | | | Portfolio. The photography portfolio has always been |
| and technical quality. You just need to have the | | | | the best representation of any photographer, both |
| confidence to use this understanding. The chances | | | | showing their individual style and their technical abilities |
| are that by simply recognising that your business | | | | in one big hit. In fact I believe that you should be |
| deserves the services of a professional | | | | able to tell just about everything you need to know |
| photographer, as opposed to amateur snap shots, | | | | about a photographer just by studying a few |
| already suggests to me that you are expressing this | | | | examples of their recent work. I say 'recent' because |
| understanding. | | | | this is the key here, not what they shot fifteen |
| If you are the owner of a large national or | | | | years ago as a student but what they are shooting |
| multi-national company, you will either have your own | | | | now. Other than looking at their overall style and |
| in-house marketing/design department or outsource | | | | genre, look closely for technical quality. Are the basics |
| your creative work to a specialist advertising or | | | | like composition and exposure pleasing to the eye? |
| design agency. Either way the responsibility of | | | | Do the photographs exhibit a wide tonal range |
| commissioning photography will be some one else's | | | | without bleaching out important highlight detail or |
| problem. However, if you are the owner of a small to | | | | losing shadows in a dark muddy mess? Look at |
| medium sized business, you may simply not have the | | | | colours, are skin tones natural and flattering, are |
| budget to have such luxuries and so have to make | | | | interior shots neutral or bathed in unpleasant colour |
| such creative decisions by yourself. This leads me | | | | castes? Quite simply, do the subjects in each of the |
| nicely onto my first consideration: | | | | photographs look amazing? If the answer is |
| Budget. Commercial photographers are expensive and | | | | predominately 'yes' and others around you agree, |
| if you are expecting to find a great one to shoot | | | | then trust your gut feeling. |
| your entire product range for a few pounds/dollars, | | | | Speak or Meet. The final issue that might make or |
| think again. Top end advertising photographers may | | | | break your decision whether or not to book a certain |
| charge many thousands per day just for their shoot | | | | photographer is them. You don't have to become |
| fee, but do you really need that big name | | | | best friends and strike up a life long relationship but |
| photographer? Chances are that you simply require a | | | | it's always good to actually get on with any |
| handful of good quality shots and not ones that | | | | professional colleague. The only way you can judge |
| exhibit the height of avant-garde photography styling. | | | | this is to at the very least speak with them on the |
| Be realistic about what you need the photographer | | | | phone, although I would always encourage physically |
| for and then set your budget accordingly. If you | | | | meeting a photographer if you are about to |
| don't know how to work out a budget then contact | | | | potentially invest a significant amount of time and or |
| a few local commercial photographers and ask them | | | | money in them. |
| for a quote. Most will be more than happy to do this | | | | Of course there are many other considerations you |
| and it in no way obliges you to use their services. | | | | may need to think about when choosing a |
| Genre. What kind of photographer you need depends | | | | photographer to shoot your commercial brief. |
| entirely on the kind of photography you require. | | | | However I do believe that if you adhere to the |
| Sounds obvious but don't book a wedding | | | | basics, then at least you can be confident that you |
| photographer to shoot a product shot, unless of | | | | are making an informed decision rather than a rushed |
| course they can demonstrate that they are fully | | | | one, and you stand a good chance of enjoying a |
| competent to do so. Try to stick with photographers | | | | successful encounter. |