What you can’t see, can hurt you

You put the finishing touches on your product or space, and now you want to share it so the rest of the world desires what only you can provide. Some people are “tone deaf” to the quality of photographic images — your photography could be a liability without you realizing it. We may not know what makes a photograph sing, but we know when something seems flat and boring. We know instinctively whether a photograph connects to us or not. Subconsciously, our minds sort the uninteresting ones to the bottom of the stack. The elements of a photograph that must be present in each image are:

  • Lighting – is there a natural and even, three dimensional quality to the lighting, or are there dark hallways and blown out windows, or a flatness caused by on-camera flash?
  • Focus – is the image tack sharp, or does it appear soft and less interesting?
  • Composition – is the viewer’s eye drawn to the subject, or do distractions and inappropriate composition blur the message of the image?
  • Exposure – does the brightness seem just right, or is it too bright or dark in places?
  • Contrast – are the highlights blown out, or are the shadows a dark blob? Bright highlights take the viewer’s eyes away from the subject, and diminish the impact of the photograph. Important details are lost in dark shadows.
  • Temperature – are whites white? Or, are the windows blue and the rest of the image have an orange or green cast? The professional photographer knows how to minimize and balance different color temperatures: warm white, soft white, cool white, florescent, halogen, LED, daylight, and even mercury or sodium vapor.
  • Color Saturation – are the colors drab, or garish and overbearing? The professional photographer knows how to make a stunning image without going overboard.
  • Perspective – are the vertical lines vertical? Is the horizon line horizontal? When a camera is tilted up to capture a building, the base of the building appears wider and the top appears narrow. This makes the building appear to be falling backwards. The professional photographer knows how to keep your images from looking like an optical illusion.
  • Distortion – all lenses have distortions. The professional photographer knows how to minimize bowed lines, color fringes, and vignetting that plague every lens.
  • Portfolio – do all the photographs in a set seem to belong together, or are some brighter or darker, or have an inconsistent color cast? Does each image strengthen the story?

Lastly and most importantly, every image needs to impact the viewer: to connect your product or service to your potential customer with the greatest effect. I strive for technical perfection, artistic excellence, and most importantly, to make your story engaging and compelling. Please message, call, or email to discover how I can make your photography one of your greatest assets.

Compelling visual storytelling through magazine quality photography.