Seeing IS
Believing
Looking for impact and value from your ever-shrinking
communication budget? You can improve your publication’s
image by improving its images. Pixel for pixel, photos pack
a one-two punch of info and emotion into any message. A dynamic
image will draw readers into the copy, making them want to
read and learn more. Use photos to document company events
and lend credibility in a way that words can’t. All
it takes is getting the right photographer armed with the
right information—information you supply.
Here
are some tips on how to get started:
Is there a photographer in the house?
Need a doctor? You wouldn’t hire a podiatrist to perform
open-heart surgery. Need a photographer? Don’t hire
a studio photographer to shoot your location work and visa
versa. Honestly, no matter what you’ve been told by
hungry photographers, nobody does both studio and location
work well. Never hire a photographer without looking at his/her
portfolio. Strengths and specialties will be easily discernable
from a look at their book (lingo for portfolio). Look for
images that match the style of the piece you’re working
on. Don’t get too hung up on subject matter, although
someone with experience in your field is a plus.
 I’d
rather be interesting than pretty
Don’t be fooled by pretty pictures in a portfolio. Just
about anybody can make a gorgeous sunset look gorgeous, an
adorable child look adorable, etc. You don’t need tons
of talent and creativity to make something that already looks
good, look good. I’m much more impressed with shots
of ordinary or even ugly things that are made to look interesting.
That takes talent.
Photo critique 101
No matter what the subject matter of the image, look for a
unique approach to it, a new way of seeing it. An angle/light/color
that’s different and appealing. SOMETHING that makes
you stop for that nano-second longer. A successful photo engages
your mind and your emotions. It forces you to think/feel/react
to it.
 Invite
the photographer to the party early
Make use of the creativity at your disposal by involving the
photographer in the initial concept meetings. Don’t
wait until the theme and look of your project has been irrevocably
carved in stone by the suits upstairs. You might hear an even
better idea from your photographer. Don’t waste that
talent and creativity! The best designers know to wait until
photos are in hand before creating tight comps or final layouts.
Start spreading the news
Good photos are a product of talent, experience and proper
gear. None of these things comes cheaply. You can effectively
reduce the price of your photos by spreading the cost across
several budgets including communications, HR, PR, investor
relations, marketing, and advertising—and I’m
sure you can add others.
 PhotoSpeak
– The secret language you need to communicate with your
photographer
Creating a shotlist is only the start of the information you
need to furnish your photographer. For each item on the shotlist
ask yourself: Why is this subject important? What is its significance?
What do I want viewers to feel or do when they see this? There
are a million ways to shoot any subject. Explaining the significance
of the subject will help your photographer choose the appropriate
lighting, angle, etc. The right visual perspective will create
the right attitude and mood for the story. List keywords to
go along with the items on the shotlist, words that describe
the emotional impact you wish to achieve. For a person photo,
this keyword list might include: competent, approachable,
proud, team-player, leader, etc. For a product shot, the list
might include: high-tech, strong, reliable, innovative, versatile,
etc. Portraying these keywords—these PhotoSpeak
words—in the photos will greatly increase the
effectiveness and value of your visual communications.
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