Photography – Visual Communication

 

They say a picture is worth 1000 words. Your brand is your image. People absorb images quicker than they comprehend words.

Have an emotionally engaging visual representation of what you do is perhaps the single most important thing for branding your company and to engage your readers.

We are bombarded with so much information people value making decisions quickly. That is why stunning photography will capture your visitors and give them more information with less processing of that information so they can make decisions faster.

 

The Process

 

Creative Process

What is the purpose of the shoot?

Who is going to be in the shoot?

Is there a shot list?

Who is the targeted audience?

How much time is there to get the shots?

 

Production

How involved is the shooting?

Do we need assistants? Digital Techs?

Are there wardrobe requirements?

What is the deadline?

 

Usage

How will these pictures be used? For how long?

What publications will these photos be distributed in? How many copies?

What is the geographical area?

Is there a predetermined budget?

 

Types Of Photography

 

Event Photography

Event photography usually entails simply documenting meetings, speakers, ground-breaking ceremonies and other photo opportunities.

This probably occupies the lowest rung on the pricing food chain because not only does it require the least amount of skill, but it requires very little equipment and the pictures tend to be used only for internal (or other modest) purposes.

These events usually do not to lend themselves to making interesting or important pictures that might otherwise be more valuable to the client.

A typical fee can land around $100 – $200/hour (for shoot time and post-processing time) plus incidental expenses like mileage, parking, tolls and meals.

Some photographers charge half their shooting rate for travel time to and from the shoot. From a licensing standpoint, most companies will want publicity and internal collateral use (plus social media) forever.

It’s not unusual to exclude print collateral and advertising use and negotiate an additional fee when the need arises.

 

Headshots

Corporate headshots are typically lit head-and-shoulders pictures on a seamless paper background or against a simple out-of-focus background.

Mostly, these come with a low to moderate budget when the pictures are for press kits, websites and other general use, since these shoots are not very demanding and there are many photographers who can handle them.

However, if they’re specifically being shot for an annual report or some other high-profile publication, a higher level of quality will be expected and bigger budget will normally be available.

A photographer can typically charge $150 – $300/hour for shoot time and $100 – $150/hour for post-processing time plus assistant, seamless paper, mileage, parking, tolls, and meals.

Again, some photographers charge half their shooting rate for travel time. Charging separately for photographic equipment is not uncommon for many assignments, but somewhat unusual for headshots. If you have established a regular rate for a particular client, it may make sense to stick to that for headshots too.

But if it’s a first time client, charging by the head shot will probably make more sense for both the photographer and the client. (A typical rate might be around $500 for the first headshot and $100 – $200 for each additional including post processing.) That way, the photographer is getting paid in proportion to their productivity and the client is being charged in proportion to the value they’re getting.

Charging for headshots by the hour or by the day can set up a situation where the more productive the photographer is, the less they’re getting paid per picture.

At the lower end of the pricing spectrum, we would normally include publicity and collateral use forever, excluding annual report use, which along with advertising use will be negotiated separately. Some clients will want to include annual report use, but be sure to factor that into the fee if that’s the case. It’s almost un-heard of to include advertising use unless you’re shooting the pictures for that purpose in the first place (and for much higher fees).

 

Corporte Reportage

These images normally depict people in real working situations, but with more sophistication than event photography.

The pictures usually do not require much in the way of equipment or crew, but they demand a lot of finesse, awareness and a keen eye.

These assignments come with at least moderate budgets as they require a decent level of expertise, and the pictures could have a wider variety of applications.

Photographers can often charge around $1500 – $3000/day plus mileage, parking, tolls, meals and $100 – $150/hour for post processing time.

Since the pictures tend to be shot in a photojournalistic style, assistants, strobe lighting and hair and make-up are rarely used.

The licensing is typically publicity and collateral use forever, excluding annual report use, which along with advertising use will be negotiated separately.

Photographers don’t normally charge separately for local travel.

 

Environmental Portraits

Environmental portraits are often lit, always controlled, portraits of people full-body or cropped to the waist, sometimes multiple people, in a setting that helps tell their story.

These shoots have moderate to high budgets due to the level of skill required, the moderate amount of equipment and crew necessary and the wide variety of uses that clients will find for them. Rates often fall between $2000 – $3000/ for both the photographer and the client. (A typical rate might be around $500 for the first headshot and $100 – $200 for each additional including post processing.)

That way, the photographer is getting paid in proportion to their productivity and the client is being charged in proportion to the value they’re getting. Charging for headshots by the hour or by the day can set up a situation where the more productive the photographer is, the less they’re getting paid per picture.

At the lower end of the pricing spectrum, we would normally include publicity and collateral use forever, excluding annual report use, which along with advertising use will be negotiated separately. Some clients will want to include annual report use, but be sure to factor that into the fee if that’s the case.

It’s almost unheard of to include advertising use unless you’re shooting the pictures for that purpose in the first place (and for much higher fees).

 

 

 landscaping Shoot – Calgary, Alberta.

 

 

 

 

 

 

 

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