professional photography gear

Use professional photography in your marketing materials


Okay, let’s get this understood right from the get-go. I’m not a professional photographer and neither is anyone in my family. So I’m not writing this as some form of self service or with an agenda. And yes, professional photographers will probably appreciate the recommendation I’m about to give them, because, as a group, they’ve seen incredible changes in their industry.

But I’m not interested in a love fest with pro shooters. What I AM into is quality photography and illustration to accompany superior writing and attention-grabbing graphic design.

Technology is a liar. It lies to people all the time – people who want to believe that buying a piece of equipment infuses them with talent.

• Buy a Macbook Pro and the Adobe Creative Suite and you’re a graphic designer.

• Buy a Canon or Nikon 35mm with a couple extra lenses and you’re a photographer.

• Buy a $300 camcorder and iMovie 11 makes you a videographer.

The problem, of course, is that it’s all an illusion. The even bigger problem is that talented photographers and designers are losing work to amateurs who really can’t deliver the goods – namely, those eye-popping photos that grace the pages of most annual reports and other corporate communications. The competition at the low end has depressed prices, and cities that once hosted dozens of great photographers now have fewer than you can count on one hand.

Why you should use the best photography possible

I understand how easy it is to opt for the cheaper alternative when choosing a photographer, especially is your area of expertise lies outside the world of art. But here are several good reasons for choosing the established pros, even at higher fees.

Professional photographers have a vastly wider range of skills than their less experienced counterparts. As a result, they can conceptualize a photo approach that you may not even be thinking of. If you’re not putting your photographer at the center of your creative collaboration, you’re making a huge mistake.

Professional lensmen know that their work feeds off the copy and vice versa. Tap into their creativity and talk with them about what feeling you’re trying to create, and they will respond accordingly. You don’t just add great photography at the end of the process. It has to be planned, not left to chance.

Pro shooters bring efficiencies to the project. I’ve found that their work is well-done, delivered on time, are rarely requires costly re-work. The best get the shots you need the first time around, saving you time in the long run.

Pros have so much more than just technical acumen with a camera. They also have the artistic vision you want. Don’t underestimate the value of this. Less experienced photographers tend to give you point-and-shoot images that add nothing to the design. You may think you’re saving money, but is it worth it if you’ve destroyed the impact of your messaging?

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