Selecting a Professional Photography Agency

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By | February 1, 2010

IMPORTANT SELECTION CRITERIA FOR A SUCCESSFUL PHOTOGRAPHY ASSIGNMENT

Photography, like any other custom service, is never a “one size fits all” proposition but rather a matter of finding the right person for the job. In this release, we discuss how to identify prospective photographers and choose the best one for your needs.

The applications that demand the utmost in image quality are Web sites, portfolios, client proposals, competitions, magazine articles, advertising, and display art. What these have in common is the factor of persuasion. You are not merely documenting your work but actively trying to convince other people that yours is the best of its class. Photography goes far beyond the mechanics of focus, exposure, and composition. It requires craft: knowing how to choose lenses and where to aim lights, caring for details of cleanliness and arrangement, understanding what color adjustments will put the most pizzazz on a printed page, making sure the permissions and releases are airtight, and so on. It requires professionalism, ensuring that finished images will be delivered reliably, on time, on budget, and looking better than you expected. Not least, it requires a visual style that presents your work to its best advantage. Here are some suggestions on how to make the experience of photographing your project a good one.

(1) IDENTIFY YOUR NEEDS

Begin the planning for photography by identifying which aspects of your project might best represent your designs. Would you like to highlight any specific concepts pertaining to your specific industry, example Commercial, Industrial, or just some thing personal such as taking a family portrait? Are some areas best avoided? Which areas would illustrate creative problem solving?

Next, consider how you will use the photography as an integrated part of your marketing plan:

• Shown to clients via a Web site, portfolio, or presentation?

• Kept in your archives and used for in-house reference and documentation only?

• Used for internally produced publications?

• Submitted for competitions?

• Used in trade or consumer advertising?

• Supplied to editors of trade magazines or books?

The answers to these questions will help you and the photographer to define the assignment parameters and develop cost estimates.

(2) RESEARCH & FIND THE CANDIDATES

There are a number of possible strategies for finding the right photographer for the job. One is to scan the web-site for images that impress you, then find out who made those shots. Other places to look for are in magazines or even coffee-table books that usually credit their photography sources. Of course, your professional colleagues may have a recommendation or two as well. To narrow the field of candidates, you may wish to visit photographers’ Web sites, then request samples of their work or schedule meetings for portfolio presentations. Be aware that Web sites and portfolios often represent only a limited selection of the photographer’s work. Thus, when asking to see portfolios, it is reasonable to request images from assignments of similar scope and type to the project you have in mind.

(3) ASK FOR ESTIMATES

Once you have identified the few photographers who seem to have the experience and skills that you need and a vision that matches your goals, it is time to ask for estimates. You are not looking for a “lowest bidder” at this stage but rather for a confirmation that each candidate fully understands the nature of the assignment. This understanding should encompass your budgetary goals, of course, but also your marketing goals in using the images.

Although photography is a competitive industry, it is not a commodity business; you should expect some variations in the initial proposals you receive. The differences may reflect the photographers’ experience and professional stature but also their different creative approaches and interpretations of your needs. An estimate is not a cut-and-dried document. If it reveals a misunderstanding of your requirements, call the photographer to discuss the matter. The photographer might make suggestions that could yield better results or lower costs. Do not underestimate the value of a photographer’s enthusiasm and experience, as he or she can become an important part of your creative team.

CONCLUSION

Photography covers a wide field of disciplines. Some are adept at photographing interior design, residential spaces, and scale models. Others may have expertise with industrial locations, construction documentation, and aerials. Still others may be versed in exteriors, commercial spaces, or complex lighting techniques. Each of these disciplines requires special knowledge and equipment. Try to match your needs with a photographer’s strengths. The right photographer for you is one who understands your design ideas and can communicate them visually to the wider world.

Useful links:

Photography Services, Singapore Photographers www.pixsync.com

Videography Services, Singapore Videographers www.singaporevideographers.com