corporate photography

Toronto Conference Photography

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A very long post with some suggestions for photographers planning on shooting business conferences, conventions and other similar corporate events. To save you time, there’s nothing here about cameras, lenses or how to take pictures.

Before the event

• Corporate events want a dependable, well-mannered, nicely dressed photographer who can produce decent pictures. They don’t want a photographer who produces wildly artistic images, always tilts their camera at a 45° angle or who can’t expose properly.

You have to know what the “bread and butter” pictures are and how to get them. Sure, go ahead and include some creative pictures but always make sure you have the expected pictures.

 

• You are *not* the most important person at the event. The food person carrying the tray of chicken skewers is more important and more popular than you. The people who paid hundreds of dollars to attend the conference are more important than you.
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The Photographer Kings

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Two decades ago in a television documentary, legendary US photographer Richard Avedon said:

Images are fast replacing words as our primary language. They define our ideas of beauty, truth and history. In our age, the photographer, not the philosopher, is king.

Today the Internet is the dominant means of communication and images are the most effective, most powerful, most universal language. People don’t read, they look.

What does this mean for you and your business?

If you’re not using photography to market your business then you’re not worth looking at, you’re not part of the conversation, you’re pretty much invisible.
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Photography value and quality

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When hiring a business portrait photographer or other corporate photographer, you might be tempted to shop by price. You may think that the lowest price means the best value.

With some tangible products, the lowest price can be the best value. But this doesn’t apply with services like photography and especially not when quality matters.

What’s the difference between value and quality?

Value: Usefulness or importance.

Quality: How good or bad something is. A degree of excellence.

Ideally a photograph has both high value and high quality but that’s not always the case. For example, a poorly exposed, out-of-focus family photo can be very valuable to you.
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Creating memorable photos for marketing

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Researchers at MIT recently published a study and online demo about trying to understand and predict image memorability. The study used 60,000 images and a few thousand participants.

A goal of this research was “[u]nderstanding why certain things are memorable…” so that it might someday be possible to create better images thereby “allowing people to consume information more efficiently.” (If you’re a photographer, please stop laughing at this.)

Researchers found that the most memorable pictures usually included – wait for it – faces or other human body parts. The least memorable pictures were those of generic scenes, especially landscapes and other types of nature. The researchers called their results a “trend.” Most photographers know that this “trend” has been around for almost 180 years.
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Optimism Bias

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Almost everyone exhibits some degree of “optimism bias.” This means we tend to underestimate the time, cost and effort needed to complete a certain task and we overestimate our chances of success.

 

Optimism is great, it helps us move forward. But optimism doesn’t wait for all the facts to come in. So sometimes you need to be aware of possible optimism bias.
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Pricing photography for social media

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In the old days, photographers priced their photography based on its type of usage. Generally speaking, editorial has the lowest price, public relations and corporate have a mid-range price and advertising has the highest price.

This worked quite well for 45 years or so. Then someone invented Facebook, Instagram, Twitter, etc.

With social media, the line between editorial, corporate and advertising can be nearly invisible. When a company publishes pictures on Facebook et al., is that editorial, public relations or advertising?

Every type of business communication is a form of marketing. At the very least, social media should be considered public relations rather than pure editorial even though it may use an editorial style of photography.
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Talking a good picture

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Most portrait photography advice is technical such as what lens to use, how to position lights, what pose to use, etc. This is the easiest advice to offer but it’s also the least valuable.

You can do a good portrait with almost any lens in almost any type of light. The reason is that the content of a portrait always trumps the technical aspects of the photo.

Viewers don’t look at a portrait and say, “Wow, look at that lens choice!” or “I really like that 3:1 light ratio.” If a viewer notices the technique before the subject then the photographer has failed.

The most important factor in creating a good portrait is the ability to capture the moment(s) when the subject’s character, personality or, to be overly dramatic, their soul, is reflected in their face.
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