Quick Note: I know this is a column about video, but as we discussed a few months ago, photography is crucial component of your marketing! to find a professional photographer, visit facebook.com/groups/NEPAphotographers.
So you’ve decided to invest in professional photography—great choice! Now comes the hard part: communicating your needs with the photographer. This quick guide will help you effectively convey your vision, blending the power of visual storytelling with clear, practical steps.
Start with a clear vision. Before reaching out to a photographer, think about what you want your photos to achieve. What message do you want to convey? What emotions do you want to evoke? Where are these photos going to live? These photos are not just for decoration—they are strategic tools in your marketing arsenal.
For example, if you own a café, your vision might include showcasing the ambiance, the quality of the food, and the friendliness of the staff. If you’re a service-based business, highlight the expertise of your team and the satisfaction of your clients. High-quality photos help build a narrative that makes customers want to experience it for themselves.
Build a visual narrative, a series of images that, when viewed together, tell a story about your brand, your products, or your services. For instance, consider how Apple uses clean, minimalist photos to tell the story of innovation and simplicity, or how Nike uses dynamic, action-packed images to convey energy and performance. Your visual narrative should be tailored to your brand’s identity, making viewers feel part of the experience.
A mood board is a visual tool that helps convey the look and feel you’re aiming for. It can include photos, colors, textures, and words that capture the essence of your brand. There are many free tools online, like Pinterest, where you can easily gather and organize images that inspire you.
Show your mood board to the photographer during your initial consultation. This visual representation bridges the gap between your ideas and the photographer’s understanding, providing a clearer idea of the style, mood,
and atmosphere you’re looking to create.
When discussing your project with a photographer, be specific about what you need:
• Types of Shots: Do you need headshots, product shots, lifestyle images, or photos of your location?
• Number of Photos: How many final images are you expecting?
• Where the Photos Will Be Used: Are these photos for your website, social media, print materials, or all of the above? Knowing the intended use helps the photographer determine the appropriate resolution and orientation for the images.
• Important Details to Include: Are there specific products, people, or locations that must be featured in the photos? Provide a list of must-have shots to ensure nothing important is overlooked.
Even if you don’t know photography terms, you can convey the mood and style you want using descriptive words such as “bright,” “warm,” “natural,” “modern,” “vibrant,” or “professional.” These adjectives help photographers understand the overall feel you’re aiming for.
Providing examples of photos you like—whether from other businesses, websites, or social media—can be more effective than trying to describe your preferences verbally.
Trust your photographer! Professional photographers are skilled at translating ideas into images. Once you’ve communicated your vision and specific needs, trust their expertise. They might suggest different approaches or ideas you hadn’t considered. Be open to their professional insights—they’re there to make your vision come to life in the best possible way.
While it’s important to have a plan, allow room for creativity. Some of the best shots come from spontaneous moments. After the shoot, review the initial images and provide constructive feedback. Clear communication and feedback ensure that the final images align with your vision and marketing goals.
Communicating your needs with a professional photographer doesn’t require expert knowledge of photography jargon. By having a clear vision, creating a mood board, being specific about your requirements, and trusting the photographer’s expertise, you can effectively convey your needs. Remember, great photos are the foundation upon which you can build compelling, engaging, and successful marketing campaigns. If you have any questions or need further guidance, feel free to reach out to me at jon@DiamondCityStudios.com. I’m here to help!
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