The Value of Hiring a Professional Photographer — A Design Photographer’s Reflection

Lately, I see more and more graphic designers either using their own high-quality cameras and modifying self-shot or using stock photography to fit their design needs. Taking a picture has become easier than ever with availability of affordable and uncomplicated cameras.

I may be a bit biased (seeing as I’m a professional photographer), but I believe that in many cases there are a few key sensibilities missing from the do-it-yourself photographer’s arsenal that will influence the final image’s effectiveness.
“Quick Fix” Shortfalls
In no particular order, some areas where point-and-shoot and stock photography fails:

Assessing mood.
A professional photographer is trained to take into account the visual unity of a group of images within a design as it relates to mood. Ignorance of this can devalue an image even if it is perfectly exposed.
Future use.
A professional researches the project thoroughly, and shoots with the future in mind. Usually, not enough consideration is being given to what happens to the image after it outlives the original design. Deep and careful thought is needed at the point of capture, because it ultimately can be re-purposed in multiple ways if it is true to the brand.
Light and Composition.
A professional will carefully consider light and composition, which work with the image to support the intended style. Amateurs and stock photography often don’t, or can’t, consider this, so the simplified photograph becomes just an element within the design or a background that just frames typography, which now has to work alone to deliver an aesthetic style.
Wider scope — literally.
Amateurs often don’t know to consider the entire composition — even areas outside the crop. Other areas of the composition can be used later; giving cohesiveness that can’t otherwise be achieved. Often, stock photography is cropped for one reason: to get the client to sign-off on the image. This severely limits the usefulness of the image, and is an indicator that the image isn’t really right.

Mental Checklists: Experience is Invaluable
Professional photographers have experience. They spend a great deal of time capturing images — hey, it’s their job, after all — and that experience can be worth more than you might expect.
Some Items on a Pro’s Mental Checklist
Knowledge of:

Pre-production
Industry awareness
Location expertise
Maximizing a shoot location

Experience to:

Shoot both horizontally and vertically (a “guaranteed” horizontal image today could be a vertical image tomorrow!)
Avoid minor, yet costly, mistakes (like knowing to remove the belts from the auto service technicians to prevent scratches on an expensive vehicle
Bring life and believability to any shoot (like knowing to tilt the camera for realism)

Professional photographers also have liability insurance, photo releases, and experience managing talent on set — all things that make a professional shoot go smoothly. These experience checklists usually prove more valuable than the up front cost that you appear to save. A photo shoot may sometimes feel costly, tedious and unimportant, but the true image-maker is working to do exactly that: image making.
Strong Design Thought
To be a great designer you must apply strong design thought to all aspects of your work; in the same way you specify a paper (for it’s eco-friendly nature) or the way you specify a color or type face (for it’s psychological strength), you should be specific with your photography. Don’t let your careful work and reputation be undermined by weak photography!

We have a saying around our office, “the screw in the doorknob matters.” It’s an image that conveys meaning and a story — every detail matters.

Creating great images takes planning, consideration and pre-visualization to really best serve the client’s needs. At Pencilbox Studios we believe custom imagery is worth every penny. Imagery helps us tell better stories, and build stronger brands.