Whether You Need Product or Lifestyle Custom Photography, Working with an Experienced Agency Makes the Imaging Process Easier.
By Hayley Raynes
You’ve got a game-changing product. It’s beautiful, perfectly engineered and far superior to that of your competition. It’s time to show the world, and you’ve got a plan: one of your employees dabbles in photography and has developed a pretty decent following for your business on Instagram, and thanks to all of those amazing filters, your stuff is looking pretty good. This same guy knows his way around Photoshop, and now you’re set up to do all the photography in-house. It’s going to save money and you’ll have complete creative control.
You’re golden, right?
Not so fast.
When you transfer those photos to your website, they just don’t look right. When you try to design your own product catalog, again, they seem off somehow. And now you’ve bought an ad in your industry’s top magazine, and compared to the rest of the ads surrounding yours, the quality of that lifestyle shot you sent over looks inferior. You can’t put your finger on it, but there’s definitely something wrong—and everyone knows it.
Issues like these can kill a brand. They make you look like an amateur—and unless you’re a dimple-faced 8-year-old hawkin’ lemonade at a garage sale, amateur just don’t sell. That’s why working with an experienced agency photographer can be such a benefit to your business.
Here’s a list of our top five reasons why you’ll save in the end by doing it right from the beginning as illustrated by one of our most photogenic clients, Troy Lee Designs:
Mariah Carey is known for bringing a professional lighting team to her publicity events. Why? Because she knows that when cameras snap, lighting is everything. Lighting is a subtle art, and it takes experience to get it right. Throw in variables like inconsistent background quality, odd-shaped products and lack of experience in highlighting and shading and there’s just too much that can go wrong without the aid of a professional. An agency photographer has taken, literally, thousands of photographs. Positioning, camera angle and light placement are second nature.
There are photographers, and then there are agency photographers. What’s the difference? Agency photographers have an implicit understanding regarding the purpose of their photos. They know that the photo is just the first step. Product shots will end up Photoshopped onto new backgrounds, while lifestyle shots will serve as an anchor for headlines, copy and logos. A general purpose or amateur photographer may not consider these factors while arranging the composition of a photo, making the eventual ad design look jumbled and disorganized.
Finding that perfect look to serve as a complementary backdrop for your product or message can be easier for agency photographers, because they routinely work with professional models trained in how to walk, position their bodies and look at the camera in the most compelling way. Agency photographers are connected with talent bureaus, and they can quickly find the professionals you are looking for, in addition to providing professional hair and makeup artists.
Producing quality work under pressure is just another day at the office for a seasoned agency photographer, while an amateur or non-agency photographer can become flustered and make poor choices under riding deadlines. If it needs to get done yesterday, an agency photographer is the best bet.
When a photographer has the backing of a quality advertising agency, he or she has access to creative directors, designers and conceptualists who can not only make product and lifestyle photos look great but can infuse them with the power of persuasion. Agency creatives are trained in color theory and design; they are trained to know what makes a product sell and what doesn’t; and their years of experience simply cannot be bought or faked. Plus, if you need them to, agency creatives can develop campaigns, provide compelling copy, design the ad and work with the publication to be sure the ad complies with its specifications. This saves time and money and results in a higher quality and more cohesive product.
The marketplace is tough enough without adding the Achilles heel of poor image quality. In this digital and social age of photo-sharing, there is certainly room for experimentation in your media plan, but at the end of the day, consumers have certain standards and they likely always will. Agency custom photography is one surefire way to meet those standards.
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