此文是福州包裝設(shè)計(jì)公司關(guān)于設(shè)計(jì)公司如果推廣和營(yíng)銷企業(yè)的分享，福州包裝設(shè)計(jì)公司旨在想讓更多的設(shè)計(jì)公司提高設(shè)計(jì)業(yè)務(wù)能力！

注：配圖為UCI設(shè)計(jì)公司作品

福州包裝設(shè)計(jì)公司轉(zhuǎn)發(fā)原文直譯：

在攝影界呆了10多年后，我已經(jīng)知道了這個(gè)簡(jiǎn)單明了的事實(shí)：

找到合適的攝影師很像找到合適的發(fā)型師。你不僅會(huì)得到你所付出的，而且還有一系列便宜的、昂貴的、糟糕的和令人敬畏的……這將需要你找到"合適的"

相信我，有人擁有相機(jī)并不意味著他們知道如何使用它！

在這個(gè)世界上，任何一個(gè)傻瓜都會(huì)拿起相機(jī)自稱為攝影師，如果你雇錯(cuò)了人，你這個(gè)企業(yè)主就有可能犯下代價(jià)高昂的錯(cuò)誤。

為了幫助你避免在錯(cuò)誤的攝影師身上浪費(fèi)時(shí)間和金錢，我會(huì)給你一些專業(yè)的建議，告訴你如何雇傭最好的攝影師，以及如何一起合作拍攝品牌照片。

通過(guò)了解要尋找什么和期待什么，你不僅會(huì)收到很棒的攝影內(nèi)容，而且你會(huì)與一個(gè)有創(chuàng)意的人建立有意義的關(guān)系，這將使你的業(yè)務(wù)在未來(lái)幾年受益匪淺！

尋找合適的攝影師：需要考慮的事情

作為一家企業(yè)，很多時(shí)候你需要為你的視覺品牌需求雇傭一名攝影師——無(wú)論是你的社交媒體內(nèi)容、網(wǎng)站設(shè)計(jì)還是其他營(yíng)銷材料。遺憾的是，在攝影界，與其他行業(yè)不同的是，攝影師執(zhí)業(yè)并不需要法律規(guī)定或執(zhí)照。

最糟糕的是。

他們的作品質(zhì)量沒有保證，更不用說(shuō)定價(jià)標(biāo)準(zhǔn)了！那么，作為一個(gè)企業(yè)主，你需要知道什么來(lái)為你的企業(yè)需求雇傭最好的攝影師呢？事實(shí)是，你需要自己做一些功課！下面，看看你需要知道的事情，以便你在與潛在攝影師交談時(shí)有條不紊：

創(chuàng)建清晰的品牌標(biāo)準(zhǔn)

首先，在你期望別人描繪你的品牌之前，你首先需要對(duì)自己有一個(gè)清晰的認(rèn)識(shí)。有時(shí)我認(rèn)為攝影師被視為創(chuàng)意奇才，他們能夠通過(guò)心靈感應(yīng)理解客戶的需求，揮動(dòng)魔杖就能產(chǎn)生完美的效果。

事實(shí)并非如此！

他們需要你的指導(dǎo)來(lái)正確地捕捉事物，當(dāng)你做出努力時(shí)，他們會(huì)感激你，整個(gè)過(guò)程會(huì)順利得多！為了恰當(dāng)?shù)孛枋瞿臉I(yè)務(wù)，您需要對(duì)以下內(nèi)容有一個(gè)清晰的輪廓：

你的品牌（調(diào)色板、風(fēng)格、版式、位置意義、聲音等)

買家角色及其偏好和喜歡

您希望目標(biāo)受眾在與您互動(dòng)時(shí)獲得的體驗(yàn)

你希望你的目標(biāo)受眾從你的品牌視覺效果中獲得什么

你希望如何融入商業(yè)競(jìng)爭(zhēng)元素，以及你如何與眾不同

當(dāng)你能為你的攝影師勾勒出這些時(shí)，你很容易就能看出你們兩人之間是否有創(chuàng)造性的協(xié)同作用。當(dāng)雇傭一個(gè)商業(yè)攝影師時(shí)，要注意的一個(gè)大的危險(xiǎn)信號(hào)是如果他們沒有問(wèn)這些問(wèn)題，因?yàn)檫@是任何商業(yè)攝影成功的關(guān)鍵！

最好的商業(yè)攝影師會(huì)知道你的企業(yè)品牌的來(lái)龍去脈，顯然是在你的幫助和見解下！

額外提示：創(chuàng)建視覺和書面的品牌輪廓

當(dāng)和你的攝影師談?wù)撃愕钠放茣r(shí)，我發(fā)現(xiàn)既有書面/口頭的期望，也有你的品牌標(biāo)準(zhǔn)的視覺例子是有幫助的。

為什么？好吧，你對(duì)"鄉(xiāng)村"的理解可能和你的攝影師對(duì)鄉(xiāng)村的理解不同，所以對(duì)一些瑣碎的事物有清晰的視覺會(huì)很有幫助。這可以簡(jiǎn)單地是一個(gè)快速的圖像集合，或者是一個(gè)他們可以從視覺上理解的拼趣視覺板。

定義您的項(xiàng)目和攝影需求

作為客戶，你需要對(duì)你的攝影需求有清晰的預(yù)期。網(wǎng)站需要橫幅圖片嗎？你想要大頭照嗎？要產(chǎn)品照片還是辦公空間照片？

作為一個(gè)企業(yè)主，每次你雇傭一個(gè)攝影師，最好是創(chuàng)建一個(gè)你需要的照片的總清單。想出一個(gè)簡(jiǎn)短但詳細(xì)的描述來(lái)描述你的項(xiàng)目。包括項(xiàng)目所有重要方面的列表。例如，如果您要為一家烹飪用具企業(yè)推出一個(gè)新的產(chǎn)品系列，您可能希望創(chuàng)建這樣一個(gè)列表：

產(chǎn)品是不銹鋼的，可以反光

特寫微距鏡頭

攝影棚白色背景照片

品牌產(chǎn)品攝影鏡頭

網(wǎng)站主頁(yè)上橫幅的廣角、偏心圖像

生活方式品牌照片中拍攝的產(chǎn)品

三種型號(hào)（三種不同的女性)

在風(fēng)格化空間中使用產(chǎn)品的模型

模型細(xì)節(jié)鏡頭（手和其他姿勢(shì))

網(wǎng)站主頁(yè)上橫幅的廣角、偏心圖像

比較競(jìng)爭(zhēng)對(duì)手的照片

必須在干凈、現(xiàn)代的廚房里

必須使用品牌調(diào)色板

一些照片必須水平拍攝，以便我們可以在網(wǎng)站上使用橫幅顯示

用于照片墻和臉書賬戶的生活照片

像這樣的列表真的可以幫助你縮小你需要的照片類型，并讓攝影師對(duì)你的照片期望和需求有更好的了解。越詳細(xì)越好。這樣，就不會(huì)有差異了！

要詳細(xì)討論如何策劃品牌攝影，請(qǐng)看下面的部分！

了解攝影定價(jià)

大多數(shù)人只對(duì)"零售"攝影有經(jīng)驗(yàn)，如婚禮、家庭和人像攝影。在這些情況下，攝影師會(huì)拍攝照片，并以數(shù)字和打印形式向您提供圖像的副本。大多數(shù)時(shí)候，一次攝影會(huì)是一個(gè)網(wǎng)站上列出的特定價(jià)格，因?yàn)樗麄冎罆?huì)發(fā)生什么和/或拍攝是"典型的"

商業(yè)攝影是一個(gè)不同的領(lǐng)域，因?yàn)槊繌堈掌加胁煌钠谕托枨蟆Ｈ绻阏跒檗k公空間照片或員工肖像雇傭一名攝影師，有些會(huì)很像零售，因?yàn)橛幸粋€(gè)固定的期望。但是，很多時(shí)候，商業(yè)攝影的定價(jià)會(huì)有所不同。

商業(yè)攝影的平均費(fèi)用通常在350-500美元之間，半天(4.5小時(shí))1000美元，全天(8小時(shí))1500美元，全天每小時(shí)200美元。

現(xiàn)在，在你驚訝之前，要知道定價(jià)涉及很多因素：

攝影師咨詢時(shí)間/策劃

攝影師時(shí)間

攝影師旅行

攝影師剪輯

攝影師服務(wù)（美發(fā)、化妝、模特電話)

衣柜規(guī)劃

場(chǎng)地租賃或工作室工作

攝影師印刷和版權(quán)

由于品牌商業(yè)攝影涉及的因素太多，許多攝影師不提供標(biāo)準(zhǔn)的定價(jià)菜單。相反，他們與潛在客戶協(xié)商，然后根據(jù)需求、時(shí)間和必要的勞動(dòng)力提供報(bào)價(jià)。作為一名企業(yè)主，了解攝影師在定價(jià)時(shí)會(huì)考慮的許多因素是有好處的。

例如，我曾與許多服裝公司合作，為社交媒體內(nèi)容、網(wǎng)站和目錄拍攝/設(shè)計(jì)他們的品牌照片。

看著每一張照片和它們之間的巨大差異，你可以看到它們背后廣泛的計(jì)劃，以及為什么我可能會(huì)要價(jià)更高。

不要以為攝影師只是出現(xiàn)，拍攝和發(fā)送照片給你。成功的商業(yè)攝影需要大量的計(jì)劃和時(shí)間！無(wú)論是假日促銷、內(nèi)容填充還是網(wǎng)站圖片，攝影師都要花費(fèi)大量時(shí)間來(lái)制作最佳效果，他們應(yīng)該為此獲得報(bào)酬。

獎(jiǎng)金：如何在商業(yè)攝影上省錢

如果你在看上面的數(shù)字，覺得超出了你的范圍，深呼吸！由于商業(yè)攝影的拍攝成本會(huì)很高，所以有一些方法可以降低成本。以下是一些有用的提示：

通過(guò)準(zhǔn)備來(lái)節(jié)省時(shí)間：制作拍攝清單，告訴模特會(huì)發(fā)生什么，并把事情組織好，這樣可以節(jié)省你拍攝的時(shí)間。做好準(zhǔn)備很重要，因?yàn)槟憧梢詼p少拍攝時(shí)間，尤其是當(dāng)工作室按小時(shí)收費(fèi)的時(shí)候。

拍攝前溝通期望：在照片拍攝的前一天，與你的攝影師溝通，確保你們意見一致。這樣做，你可以避免因溝通不暢而不得不購(gòu)買重拍。

提供自己的服務(wù)：如果攝影師不得不自己找模特、發(fā)型師和化妝師，有時(shí)他們會(huì)向你收取更多的費(fèi)用。如果你對(duì)這些服務(wù)感興趣，雇傭你自己的人來(lái)降低生產(chǎn)成本可能會(huì)很容易。尋找模特或者你認(rèn)識(shí)的可以做模特的人。認(rèn)識(shí)一個(gè)會(huì)做頭發(fā)和化妝的朋友嗎？為他們提供你的產(chǎn)品和服務(wù)的交易，幫助你脫穎而出！

在當(dāng)?shù)嘏臄z：為了避免額外的旅行費(fèi)用或被收取外景拍攝費(fèi)用，自己去找外景。提前尋找可以工作的地點(diǎn)真的可以降低你的攝影成本，這只是需要一些時(shí)間，但是如果是免費(fèi)的，為什么不呢？

了解攝影權(quán)利和版權(quán)

雇傭攝影師最令人困惑的一個(gè)方面是弄清楚照片的所有權(quán)。

要明確的是，除非你有一份書面的和簽署的雇傭協(xié)議，攝影師將保留他們拍攝的圖像的所有權(quán)。1976年的聯(lián)邦版權(quán)法明確規(guī)定，圖像的所有權(quán)由創(chuàng)建它的人保留。因此，您不擁有這些圖像。您實(shí)際上是在授權(quán)使用這些圖像。

請(qǐng)記住，攝影師的工作不僅僅是簡(jiǎn)單地按下按鈕。他們正在創(chuàng)造照明、定位和后期處理的平衡，讓你的愿景成為現(xiàn)實(shí)。創(chuàng)造產(chǎn)生所有權(quán)！

另一件要考慮的事情是數(shù)字版權(quán)費(fèi)，如果你的攝影師需要額外的費(fèi)用，基于你如何使用這些圖像。如果它們是你網(wǎng)站上員工頭像的照片，你可能沒有許可費(fèi)，但是如果你雇傭了一個(gè)攝影師來(lái)做廣告攝影，你會(huì)用它來(lái)"銷售產(chǎn)品",你可能會(huì)看到一些額外的費(fèi)用！

雖然這可能會(huì)讓一些人有點(diǎn)困惑，但請(qǐng)記住，如果你雇用一名攝影師來(lái)拍攝為你"銷售"產(chǎn)品的圖像，他們會(huì)為你創(chuàng)造額外的利益，因此攝影師可能想要分一杯羹！

提前了解這些信息將有助于與潛在攝影師進(jìn)行使用和所有權(quán)對(duì)話。一定要把這些協(xié)議寫成書面協(xié)議并簽字，這樣拍照后就不會(huì)有"震驚"了。

尋找合適的攝影師：需要尋找的東西

既然你已經(jīng)做好了功課，知道了在與攝影師見面之前應(yīng)該知道什么，那么下一步就是找到成為一名優(yōu)秀攝影師的條件。在這一部分，我將分享你在雇用專業(yè)人士時(shí)應(yīng)該尋找的東西，而不是成為浪費(fèi)時(shí)間和金錢的攝影師的獵物。

讓我們從一些危險(xiǎn)信號(hào)比較開始：

業(yè)余與專業(yè)

業(yè)余的通常便宜很多。如上所述，一分錢一分貨

業(yè)余愛好者缺乏快速適應(yīng)不斷變化的攝影環(huán)境的經(jīng)驗(yàn)

業(yè)余愛好者缺乏備用設(shè)備，因?yàn)樗麄?剛剛起步",不知道他們需要什么

業(yè)余愛好者通常仍然會(huì)給他們的圖像加水印（這是2000年的事了)

業(yè)余愛好者在他們的投資組合中缺乏出版物特征和突出的客戶

專業(yè)人士有時(shí)更習(xí)慣于自己的方式，因?yàn)樗麄兘?jīng)驗(yàn)豐富，知道該怎么做

專業(yè)人士通過(guò)有意義的談話來(lái)了解客戶

專業(yè)人士會(huì)問(wèn)很多問(wèn)題

專業(yè)人士有一套周轉(zhuǎn)時(shí)間和攝影程序

為了更多地討論您應(yīng)該尋找的東西，讓我們深入一些細(xì)節(jié)：

查詢攝影師知識(shí)

這很容易被忽視，因?yàn)樽鳛橐粋€(gè)客戶，你可能不太了解攝影，因此你正在雇人，但不要假設(shè)他們知道他們?cè)谧鍪裁矗驗(yàn)樗麄兪且粋€(gè)"攝影師"

成為一名積極的消費(fèi)者，提問(wèn)以了解他們?cè)诨卮鹨韵聠?wèn)題時(shí)的舒適度、專業(yè)知識(shí)和信心：

他們?nèi)绾喂芾硎覂?nèi)和室外的照明環(huán)境？弱光情況怎么辦？

他們以什么模式拍攝，拍攝的圖像質(zhì)量如何？（希望他們以手動(dòng)模式和原始質(zhì)量拍攝)

他們是如何為照片擺好姿勢(shì)并設(shè)計(jì)出造型的？

他們拍了多少?gòu)堈掌克麄兪欠衽c其他企業(yè)合作過(guò)，如果有，是誰(shuí)？

他們通常如何會(huì)見客戶？他們有重復(fù)出現(xiàn)的客戶嗎？

他們是怎么編輯照片的？他們有某種風(fēng)格化的編輯濾鏡/風(fēng)格嗎？

一個(gè)關(guān)鍵提示：聽聽他們的回答，對(duì)你有教育意義嗎？如果是這樣，他們可能知道他們的東西，這是一個(gè)好跡象！

如今，許多攝影師知道基本知識(shí)，并通過(guò)用計(jì)算機(jī)修改（圖片或照片）動(dòng)作來(lái)掩蓋他們?nèi)狈寄堋４_保你雇傭了真正了解攝影過(guò)程的人。

看看他們是多么足智多謀和商業(yè)頭腦

最好的商業(yè)攝影需要時(shí)間。一個(gè)高質(zhì)量的攝影師愿意花時(shí)間來(lái)確保你的生意達(dá)到最佳效果。這包括就你的業(yè)務(wù)、品牌、照片的使用以及你希望從中獲得的結(jié)果提出正確的問(wèn)題。

除了從里到外了解你的業(yè)務(wù)，他們還必須在項(xiàng)目的技術(shù)方面投入時(shí)間。他們應(yīng)該表現(xiàn)出愿意投入時(shí)間和資源來(lái)建立一個(gè)注重細(xì)節(jié)的拍攝。

你的目標(biāo)觀眾將會(huì)發(fā)現(xiàn)低質(zhì)量的照片。他們可能無(wú)法確定為什么會(huì)有這種感覺，但如果事情進(jìn)展得太快，他們會(huì)感到厭煩！

通過(guò)找到像你一樣致力于你的品牌的人來(lái)避免他們的失望！

跟蹤你的攝影師，做一些調(diào)查

通過(guò)查看他們的社交媒體、閱讀評(píng)論和當(dāng)?shù)亓斜韥?lái)開始你的搜索。

客戶的反饋是積極的嗎？攝影師如何回應(yīng)？他們?nèi)绾闻c他們的照片墻粉絲互動(dòng)，他們看起來(lái)是否反應(yīng)靈敏、風(fēng)度翩翩？

仔細(xì)查看潛在攝影師的網(wǎng)站和博客，查看他們拍攝的其他項(xiàng)目的照片，這將讓你了解他們的風(fēng)格。網(wǎng)站的設(shè)計(jì)也可能暗示了攝影師的個(gè)性和感受力。他們的內(nèi)容是最新的還是看起來(lái)像是2000年代在寫日志（部落格）的人上做的很差？

他們的風(fēng)格是否符合你的品牌標(biāo)準(zhǔn)，以及你在尋找什么？如果沒有，他們可能不是最適合你的需求，所以繼續(xù)尋找其他人描繪你想要的攝影風(fēng)格！

投資組合檢查，深入挖掘

除了看到你的攝影師如何在網(wǎng)上描繪自己，你還想更深入地挖掘他們的作品，因?yàn)檫@是你付錢給他們的目的！

一定要看看他們?cè)诰W(wǎng)站和社交平臺(tái)上列出的前幾張照片。不要害怕真正深入了解他們是如何做事的！

可以理解的是，攝影師首先展示他們最好的作品來(lái)吸引人們。但是，如果你稍微仔細(xì)看看，發(fā)現(xiàn)照片的質(zhì)量和一致性很差，或者最好的照片只來(lái)自少數(shù)客戶，你可能想找一個(gè)更有經(jīng)驗(yàn)的攝影師。

雇用一個(gè)擁有多樣化、高質(zhì)量和一致的投資組合的人很可能是比缺乏這些特征的人更好的選擇。

他們的協(xié)商怎么樣？

最好的商業(yè)攝影師很像自由職業(yè)的藝術(shù)總監(jiān)。真正的藝術(shù)家和僅僅是攝影師的人有很大的區(qū)別。

避免"僅僅是攝影師"的類型。

藝術(shù)指導(dǎo)攝影師是一個(gè)專門了解品牌和圍繞廣告的一切，包括產(chǎn)生新的想法，創(chuàng)造設(shè)計(jì)和品牌信息，管理項(xiàng)目等。

如果你雇傭了一個(gè)不是真正藝術(shù)家的人，你會(huì)有很大的壓力去想出創(chuàng)造性的方法來(lái)描繪你的品牌，這是你通過(guò)雇傭一個(gè)攝影師想要避免的。

你不希望有人出現(xiàn)并希望被指導(dǎo)。如果有人能想出創(chuàng)造性的方法來(lái)表達(dá)和描繪你的品牌，這超出了你的想象，那么這個(gè)攝影師就是你想要雇傭的。他們是那些真正把你的品牌放在心上，沉浸在用最好的方式宣傳你的品牌的藝術(shù)中的人！

確保你們的個(gè)性和諧

不要低估喜歡你的攝影師并與他建立感情的重要性！

就像任何商業(yè)伙伴關(guān)系一樣，為了一個(gè)共同的目標(biāo)，能夠相互聯(lián)系、相互理解將是你成功的關(guān)鍵。如果攝影進(jìn)展順利，你的攝影師可能會(huì)是一個(gè)持續(xù)多年的創(chuàng)造性關(guān)系，所以如果你們的個(gè)性不能很好地融合，你可能不會(huì)有長(zhǎng)期的好處。

他們提供化妝、發(fā)型和服裝咨詢嗎？

大多數(shù)攝影師會(huì)有他們推薦的化妝師、發(fā)型師和/或服裝設(shè)計(jì)師。如果他們沒有推薦，他們很可能已經(jīng)有一段時(shí)間沒有進(jìn)入這個(gè)行業(yè)了，這是一個(gè)危險(xiǎn)信號(hào)。

優(yōu)秀的攝影師在創(chuàng)意社區(qū)中人脈很廣，如果你需要他們的推薦，他們會(huì)隨時(shí)為你提供幫助。

獲取后期制作細(xì)節(jié)

他們的后期制作流程是怎樣的？

他們有堅(jiān)實(shí)的流程和周轉(zhuǎn)時(shí)間嗎？他們有沒有跟你談過(guò)編輯濾鏡，以及他們會(huì)用什么類型的風(fēng)格來(lái)設(shè)計(jì)照片？

這里有一個(gè)你想問(wèn)的照片問(wèn)題的列表，這樣你就能知道拍攝后會(huì)發(fā)生什么：

有多少照片會(huì)被編輯？你有權(quán)查看原始文件嗎？

照片將以什么分辨率返回？

有哪些照片權(quán)？

編輯和接收照片需要多長(zhǎng)時(shí)間？

圖像會(huì)是高分辨率的嗎？

他們?cè)诙啻蟪潭壬闲揎椓藞D像？（范圍從簡(jiǎn)單的白平衡到美顏修飾和風(fēng)格化藝術(shù)效果)

如果他們沒有一個(gè)堅(jiān)實(shí)的過(guò)程來(lái)編輯照片，并能傳達(dá)什么期望，你可能要考慮另一個(gè)攝影師。

他們會(huì)備份照片嗎？

這是沒有借口的，專業(yè)人士總是在兩個(gè)地方備份照片，一個(gè)在異地。

作為客戶，你絕不會(huì)希望聽到攝影師沒有設(shè)備支持，更不用說(shuō)后期制作過(guò)程中保護(hù)你的照片了。

我經(jīng)常聽到一些人講述恐怖故事，他們把作品放在一起，他們的攝影師的設(shè)備出了故障，他們沒有備份。我也聽說(shuō)過(guò)一些恐怖的故事，有人因?yàn)閿z影師沒有在其他地方備份照片而在后期制作時(shí)丟失了照片。

不要成為另一個(gè)恐怖故事！

要知道，由于水漬、硬盤燒毀或其他技術(shù)問(wèn)題，你的照片很容易消失，所以請(qǐng)確保你的攝影師有一個(gè)保護(hù)你的圖像的游戲計(jì)劃。

如果他們沒有流程來(lái)保護(hù)您的圖像，您可能會(huì)想找其他人。

他們對(duì)細(xì)節(jié)有眼光嗎？

很多時(shí)候，這是從"工作"中剔除專業(yè)人員的一個(gè)重要因素。

一個(gè)好的攝影師必須對(duì)細(xì)節(jié)有敏銳的眼光，以確保照片中的所有元素——燈光、com

position, the subject, hair/makeup and everything else in between—work together harmoniously to convey the right vision or message for a brand,

Too often, I see photographers who let background clutter, flyaway hairs, and other details go during a photo shoot and this can really take away quality. Be sure to ask them if they will look for cars, signs, flyaway hairs and other details during a shoot, especially if they are outside.

Your photographer should be aware and be your “eyes” for what works best. If you have to point out problems during a shoot, they might not be the best fit.

Schedule a Test Run

If you are a bit wary of photographers, you can never go wrong with having them do a smaller scale shoot to test drive their skillset!

This is a great opportunity to get to know your photographer and begin to feel comfortable having them take control of your visual branding experience! If they do not do a great job, you know not to hire them for the bigger projects!

You Found The Photographer: How to Plan a Shoot Together!

Wherever you are in business, at some point, inevitably, you’ll want to produce a photoshoot to showcase products, services or announcement.

This might seem like a daunting task, but it really doesn’t need to be that complicated at all!

Successful, high quality, branded photography is a huge part of running a successful business these days, so to make your job easy, I want to share the steps you need to take with your photographer in planning detailed shoots for your business or brand.

Come Up With Your Project

The first step of every shoot should be to come up with a concept.

You need to have a clear vision of your desired outcome and know your goals for the shoot. ?Not only will this give you the framework you need to plan a successful brand photo shoot, it will also help you to communicate your vision and goals with your collaborators, including your photographer.

So, to help you work through that process ask yourself the following questions:

How and Where are Your Photos Being Used?

Identifying where your brand photos will show up will help you plan out the shots you need, provide you with a range of content that is cohesive within your brand style and ensures that you end up with content that fits the needs of your project.

For example, there is nothing worse than realizing your photographer shot a lot of verticals when you needed photos for banners!

It’s important to ask yourself what the intention of this photoshoot is so you can make sure your photos achieve that desired result. Are these photos going to be used for storytelling social media posts? Are they going to be used in banner images on your website? Are they going to be used for campaign images?

By thinking out the purpose of your images and how you will be using them will?dictate what type of shots you need to produce (ie. horizontal, vertical, or square crop? Detail or wide shot? Colored backdrops or white?), what size they’ll need to be and guarantee that your photoshoot produces the right photos for your needs.

What Design Elements Do I Need to Include?

To help create a visual concept, it’s helpful to create a “mood board” or inspiration page.

This is where you can have fun on Pinterest creating “secret boards” or creating a Google Drive folder of images! Creating an inspiration board that captures the aesthetic side of what we’re trying to achieve will also serve as a stimulus for starting to brainstorm specific shot ideas.

Things included in the inspirational project should be:

Wardrobe styling Color scheme Locations Styling Mood experience Lighting Brand implementation Themes Products/services to be used

For example, I created this below mood board on Pinterest to inspire a valentines day shoot with Wisconsin Influencer Tiffany Tomiko.

The end result was this urban valentines day inspired shoot including valentines day balloons, details and even a braided heart hairstyle!:

Generally, your inspiration board should be made up of a variety of content that can be used as a visual reference as to what you’re trying to achieve with your brand photo shoot and to define the creative direction of the project.

To help you further,?PetaPixel created a fantastic video above that can help inspire some of the steps you need to take to conceptualize a photoshoot that can brand your business and give people the “feel” or “connections” you want!

BONUS TIP: Be Fearless!?I know it’s cliche to say “think outside the box,” but in many cases the more “out there” the concept is, the better! People love fresh and new content ideas so really dig into your brand and products and see how you can visualize it in a fun way!

(This is coming from someone who has photographed photoshoots based off of: Great Gatsby, Skateboarding, Maleficent, to even romantic France!)

Create Details That Matter to Your Target Audience

Do industry research to see what types of photos have typically become popular, well-engaged with and successful. Try to break down the elements of why it’s successful and replicate it in your own branded way.

For example, if you are a business selling beanie hats, you can look up hashtags #beanie #beaniehats on Instagram and other platforms as well as searching in Google for Beanie Hats and see what images pop up. For the top search results, analyze the pages images and see what they did. For social media, look for common trends that made beanie images popular.

This was the results for #beanie on Instagram:

This was the results for #beanie on Facebook:

From social media results for “top photos” of #beanies you can see the general common trends that matter to target audiences:

Lifestyle photography Clean and minimal studio product photography Detail macro shots of weave details Stylization Influencer recognition

If you look at Google results and top websites selling beanies you will see things like below:

From search results of beanies you can see the general common trends that matter to your target audience:

Lifestyle photography Photography showing product use like snowboarding, tubing, hot chocolate, bonfires etc Clean and minimal product photography (with model variations) Detail macro shots of weave details Stylization

Like these examples, you can do some research as to what kind of photographs are popular and what people like to see. With that information, you can plan photo poses and content that will be relevant to your industry!

As anything in marketing, it’s important to always shoot with your target audience in mind!

Assemble Your Needs and Team

An obvious step, but an important one is to see what you need to accomplish the photos you have set out in both purpose and aesthetic. Will your photos require a hairstylist, makeup artist, an artist to create backdrops, influencers, etc?

When thinking about who to hire, along with costs, you will want to find people who work in your similar markets. For example, if you are looking for influencers to sell your beanies in the example above, you will want to look at relevant:

Snowboarding influencers Fashion influencers Skiing influencers Extreme sports influencers Cold weather country influencers (like Iceland)

Looking for collaborators for items to be included in your photoshoot can also create meaningful content buzz that can cross promote and be helpful to your business! Reach out to your dream team vendors and ask!

When you find someone who works with similar people or has a similar aesthetic to you, get in touch with them!

Nail Down Details

Once you have the photography concept, project details and team decided, you will need to nail down some details. As you want to make the most out of every shoot you do, you might want to consider the following to make sure everything runs smoothly:

Plan Location Requirements

It’s important to take the time to think about where you’d like to photograph your shoot. If you have a venue in mind, think about visiting it to make sure it will fit your theme and your brand.

If you’re shooting on location, check that the land is public and not privately owned; you don’t want to get in trouble! Do you need a permit? Does it cost money to use the location and can you pass that cost on to your photographer?

For example, when I shot for Krista Salmon jewelry she wanted to recreate the styling of Anthropologie where fashion met with nature and bohemian vibes for her summer seasonal catalog.

We decided on shooting at the botanically dynamic Meadowlark Gardens which required you to reserve a photography day and to pay a photography fee.

As they are a location that thrives on exclusivity for brides and photoshoots alike, it was good we planned with the location ahead of time instead of arriving and being turned away, leaving us scrambling for a location.

Overall, their botanicals gave us a lot of different locations from flower beds, lily pads, palms and more!

In this example, thinking about locations, securing location details and planning out wardrobes to match each botanical location led to catalog design success!

Check out the final catalog I created here that features the lifestyle photos and product photography we planned.

How to Choose Models

If you are working on a specific project, you might need models to make your concept come to life. If you’re new to working with models, you might be puzzled on how to find them. Depending on your needs, here are a few suggestions:

If you need an experienced model, try looking at local modeling or talent agencies Connect with models in model and photographer meetup groups on social media Choose to use your friends for models! Just make sure they are made aware of the terms of the shoot. Will they be okay with their likeness being published online or in print? If you are doing a specific shoot like selling ballet apparel, you can go to local ballet studios and see if they could volunteer as models in exchange for free apparel etc.

When looking for models, make sure you think of your target audience and think about what they would like to see! Common enough, people want to see themselves reflected in the content they consume, so if you are a women’s apparel company think about the types of models your customers will want to see. For example, Aerie heard the voice of women in America that were tired of of “Victoria Secret Angels” and see more “realistic” beauty in women’s underwear content.

Like Aerie, you too can use market research to choose your models and ambassadors carefully and thoughtfully!

When working with models, also make sure you always get a signed model release. There are many free templates online but this allows you and protects you in using the photos the way they were intended to be used.

Consider Prop Usage

Props can be an essential to photos as they can add another element and depth to photos.

If you have things that make sense to include in your branded photoshoot, be sure to bring them! Props are meant to add to your photo, not take away from your photo, so make sure you use them sparingly and thoughtfully.

So, if you are a business consultant looking for great content photos think about things you commonly use. They could be props like:

Laptops, notebooks, books, desk materials Your office space Photographically pretty food items (cupcakes, donuts, alcoholic drinks, etc) Flowers Mugs you love Jewelry and other fun accessories Candles

By using some of these items in your photos—especially if you are creating content around specifics—it is best to incorporate relevant props into your photoshoot! They can add some diversity, creativity and interest to your content!

BONUS TIP: Texture is Awesome For Photos!?Texture brings a lot of visual interest to photos and can really help you creatively stand out amongst your competitors! Bring in textured linens, layer textured outfits, put products in textured situations that will make your audience want to touch and feel everything in your images!

Don’t be afraid to mix patterns and prints. The ability to mix patterns and prints is definitely a gift, but if you can do it well, then you can create something truly unique.

Choosing Clothing and Wardrobe

As silly and superficial as this sounds, you miss out when you do not plan wardrobes out thoughtfully!

Think about branded color palettes, matching products together for complimentary color choices and how your wardrobe will work within your location. For example, if you are planning a shoot to introduce leadership on a “ABOUT ME” page you will want to make sure your leadership’s clothing is complimentary to your brand colors and style, since your photos will be used on your website and throughout your social media accounts. If your brand is ultra high end and sophisticated, don’t wear something super casual and vice versa!

For example, Lila Rose is a Republican blogger who for many photoshoots wears conservative red, black and white outfits. She is the epitome of Washington DC female fashion in all of her photography branding. She knows how she needs to appeal to her DC political audience through not only message but visuals!

Another example to contrast that is my dear friend Annabel Wrigley of?LittlePinCushionStudio.?Annabel is a designer, author and owner of a modern sewing and crafting studio for children in the small town of Warrenton, Virginia.

In her photo shoots, she is commonly wearing lots of textured, playful and creative outfits that reflect her brand. She is branding herself visually to be recognized as creative, whimsical and bright.

Like these examples, you have to think about wardrobe purpose and branding. Since I have worked with many businesses on wardrobe planning I suggest a lot of wardrobe rules here in my styling guide for clients. (Typically focused on headshots and personal photography)

Ultimately, you want to dress for your brand and your audience! Ask yourself, what will the outfits project to viewers?

Have Staff on Hand or a Second Photographer

A lot of the time, you might plan so much around the actual shoot that you miss out on some low hanging content opportunities along the way!

Take advantage of other content you can create throughout your photography planning process like producing:

“Behind-the-Scenes” looks into your shoot “Sneak Peeks” of products used in shoots Personalities of employees involved Interviews or reviews of models and people involved during the process

Even though they aren’t going to be “final looks” or production, people enjoy feeling like they are part of a process so seeing sneak peeks gives them a feeling of being connected with your brand.

For example, Utah Valley Bride frequently shares “behind the scene” content that helps people see how shoots are created and get’s them excited for new publications! Not only that, but it introduces potential brides to quality vendors they can contact through social media!

Take advantage of these opportunities and plan out for someone to be there to create valuable, engaging and helpful content to your viewers! (Yes, beyond the final products)

Put Together a Shot List

Since there are a lot of moving pieces to a photoshoot, it can be easy to rush through photos and forget some poses or meaningful shots you planned for, but just forgot due to the madness of the day!

To not miss out on content you need and to take some pressure off, create a shot list ahead of time.

By going into a photoshoot with specific ideas for shots you want to create, you’re able to control the outcome and ensure that you’re walking away with images you need and that each one incorporates your brand color palette, style and personality.

Try to be as specific as possible when writing down ideas for each shot, and if you have ideas for specific props styling or photo crops, include those details! To create a shot list, you can either create a written list or spreadsheet with the following information:

Shot # Shot Description Framing Props/Styling Notes

This is your chance to get really specific with each shot and talk to your photographer about how everything all works together. Make sure you’re including a variety of shots all while allowing the photographer some creative room.

BONUS: Posing Tip

For many people, when they get in front of a camera they do not know what to do with themselves.

So, to make things easier for the photographer and models, look for poses you like online and map out how you can incorporate props and other elements you have planned using those poses. Pinterest is full of posing guides that can help you come up with visually stunning poses to use in your photography sessions!

By printing off poses or including them in your shot lists, it can be really helpful in directing what you exactly want during the shoot! Some photographers have poses in mind and have done their research and others really depend upon the models to work up ideas.

Be prepared to step in and give suggestions if things seem stagnant!

Have Back Up Plans

Many styled shoots take place outdoors, so it’s wise to have a back up plan if the weather is bad.

Can you postpone if it rains? Can you go indoors somewhere? Do you have studio space available somewhere?

Always be sure to make the most out of your planned shoot because there was a lot of time, effort and individuals involved! Having a back up plan can really help everyone involved stay in the creative and happy space.

Stress hurts creativity so if you can keep everyone in a good headspace, you will produce better results having to make quick changes!

Awesome Business Brand Photos, Here We Come!

Although many people do not feel creative—especially when it comes to visual business branding—photographers and other creatives will be crucial and important relationships to build for your business growth.

Finding the right photographer is a big deal and I hope that this article helps you find someone amazing to work with. Using your good sense, branding and a few pointers from yours truly, I hope you get the photographer you want, and deserve, for your business needs!

I am an open book and if you are looking for a photographer to talk to, you can contact me any time.

I specialize in lifestyle and business branding photography with Afton Photography (to help grow your business by sharing your personality and story with your audience). But I can also help you with many tips on personal branding, social media and visual content! Do not be shy and reach out for any questions!

What is your biggest struggle when it comes to visual branding? Does photography stress you out? Share some pain points and maybe we can start a fun chain of Q&A! ?Comment and share your thoughts below!

Cydney Hatch

Author

Cydney is a polka dot wearing business owner, photographer, cupcake enthusiast and writer, who through her work, shares her personal passions about visual marketing, branding and business strategy.

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