Many photography clients ask about “post-processing”. What is it and why is there a fee for it?
Most professional photographers either charge separately for post-processing or build it into their overall photo fee. Listing it separately allows a client to see exactly where their money is going.
Post-processing is the computer work required to change an out-of-the-camera digital file into a good useable photograph. Think of it as polishing a photo to look its best. It’s one of the many things that separates professional photography from amateur.
Here are a few Before-and-After examples of digital post-processing and retouching.
“But aren’t pictures ready-to-use right from the camera? I know the pictures from my $200 point-and-shoot camera are perfect.”
Pictures from a compact camera are good enough for casual viewing. But beyond that, all digital files need work before being used for web or print, especially for business, corporate or advertising photography. Any photo that happens to be “perfect” right from the camera is the exception, not the rule, despite what they say in camera commercials.
How important is your corporate image? Why spend all that time and money designing a web site, annual report, brochure or advertisement, and then use only half-done photography? Pushing a camera’s shutter button only starts the picture, it doesn’t finish it.
Many photographers shoot in “raw” mode which requires special software to open the files. Raw mode allows for premium quality images. Converting a raw file into a more common format takes a few minutes.
Each image may then require further adjustments to colour, contrast, brightness, saturation and sharpness, for the overall photo or selected areas. Each picture also requires a full caption and other IPTC information to be added. This allows the pictures to be properly archived by the client and photographer. Some clients may also require special keywording to suit their computer system or business needs. This takes a few more minutes.
A photo might require, say, only five minutes of work, but if the client has selected 50 photos, then that becomes over four hours (half a day) of computer work. This is why there’s a charge for post-processing: it compensates the photographer for their computer time and creative labour.
If a client requests that some photos be retouched, then more time and more expertise are required. Yes, this means it costs more. Retouching changes the content of the photo to emphasize or hide some details, or to add or eliminate information.
Note that due to ethical requirements, news photos receive only limited post-processing and are never retouched.
Retouching is sometimes requested for business portraits (hey, everyone wants to look 15 years younger). It is frequently requested for advertising and marketing photography:
- To eliminate distractions such as: power lines, telephone poles, dirty office windows, scratches on the product, burnt-out light bulbs, holes in the carpet;
- To give nature a helping hand: make the sky bluer, the grass greener, a sunset more red;
- Almost anything else a business might need: change a yellow tie to dark blue; erase a just-fired employee from the group picture; change the colour of the background; make the store sign stand out more; replace the old logo with the new logo.
“Can you just send us the original pictures and our guy will do all the computer work?”
Sure. But except for newspapers, ad agencies and some graphics or design companies, most businesses do not have the proper software, the calibrated computer monitors or the know-how. (Hint: Microsoft Word isn’t capable or good enough.)
Digital files from a camera are considered “proofs”, like the little 4×6 prints you get from the store. Good enough for casual viewing and scrapbooks.
Post-processed pictures are like good quality prints that you’d be proud to frame and hang on the wall.
Retouched photos are refined pictures that exceed your expectations.
The photography that a business uses reflects the quality and perceived value of that business. Proper post-processing and, if necessary, retouching, will create photos that can enhance a business image.
Tags: post-processing, retouching
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