Here’s What’s At Stake: The average person processes visuals 60 thousand times faster than text (words) alone. Also, a visual can increase a viewer’s comprehension of text by 89%.
Far too often a business person will hire nearly just about any photographer, especially with the lowest bid, with the thinking that any photographer who “knows their way around a camera” will do a “good enough” job for them. In other words, the photographer’s skills are “just OK” enough to get the job done at the cheapest price.
In business terms, the purpose of a commercial image (still or video) is to translate the corporate message into a visual format. (SPOILER ALERT!: a video clip that illustrates just how important an accurate translation in a business context – is included later in this article.)
Every photograph, no matter the subject, always has a human presence: the photographer and the viewer. It begins with in the framing of the shot, its composition, that is so critical in visual communication. As in writing, grammar and punctuation is essential to communicate properly. One example:
A professor writes a string of words on the black board, and asks the students to punctuate is properly: “a woman without her man is nothing”.
All the males wrote: “A woman, without her man, is nothing.”
All the females wrote: “A woman: without her, man is nothing.”
Likewise in composing the shot, there must be punctuating elements to make the overall composition intelligible to the viewer and communicate the intended information. The composition of a shot is just as critical – I think of it in terms of visual grammar. And this applies to the developing and finishing the image in the digital darkroom (as well as it does in the traditional darkroom). A “just OK” photographer simply cannot deliver on this critical aspect in their images for you, unless it’s one of those “happy accidents” they rely so much of their apparent successes.
If you hire a “just OK” photographer to visually translate your company’s message, you’ll just get similar results as illustrated in this “Just OK Translator” commercial by ATT (I dare you to watch this) …
As you can now clearly see, “just OK” is more often than not, a complete disaster!
Never be known as the person who hired the “just OK” photographer! Hire a professional commercial photographer and be known as the business leader who TOTALLY ROCKED the company’s marketing/PR messaging campaign!!!
As a commercial photographer for over 40+ years, I am an expert in visual communications, creating evocative imagery that draws the viewer in, enabling my clients to deliver their corporate message.
It begins with implementing the Golden Rule: doing for others that which you want done for you. How? By using the principles of visual grammar in visually translating your critical business/marketing messaging into an evocative image that will help you grow your business, enhance your career and make you more money. By working in this way, my images do likewise for my business and career. A “just OK” photographer cannot do this for you.