The Intention of the Photographer

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Click on the image to see it larger

Click on the image to see it larger

In my opinion, when evaluating the work of photographers to decide who to hire, it's important to try to discern the intention of the photographer.

Now yes, technical aspects of the images are also essential. Photographs are only as good as the weakest link that created them. (Unless the photographer got lucky).

This includes the quality and consistency of the lighting in addition to the quality of the cameras and lenses. It also consists of the skills of the photographer: technical knowledge, mastery of light, attention to detail, compositional skills, problem solving abilities, creativity, their expertise and artistic ability with Photoshop and other post-production programs; and the interpersonal skills that are so necessary to evoke the desired expressions and body language when people are photographed.

Assuming the photographer has all of this down, there is still another problem. Many photographers see themselves as artists and try to create images that will draw attention to themselves so everyone will be impressed at how great they are. It's like a writer who wants to write the great American novel that will impress everyone with his or her writing skills. What makes a writer great though, is when the reader gets so involved with the story that they are unaware of the writing. It's the same way with photography.

When someone engages my services for a project, unless specifically instructed otherwise, I intend to create images that will improve their image and increase their sales.

It's not my goal for people to say "that's a great photo." My goal is for the viewer to see a product and feel it's beautifully made and desirable to buy. For the viewer of a room to think, what a beautiful space. For the viewer of a person to think: they look attractive, professional, intelligent, and trustworthy. I trust them enough to do business with them.

Without a doubt, the intention of the photographer matters. Remember, it's only creative if it sells.

Indeed, we "buy with our eyes." 

Environmental Headshots

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These are from a series of location headshots of employees that I created for a company's website. They were shot on location at the company's headquarter's in NJ. The goal was to make everyone look likable and approachable. The man with his head centered is the company president.

Click on the link to see more examples of my headshot photography.

A Great Place to Work

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These images were commissioned by a multi-national chemical company. They'll be used as job recruitment posters a colleges. The space on the right side of the images will be used for a headline, copy and their logo. The client requested that the images be done in B/W. Real employees were used as the subjects. The goal was to show young employees who enjoy working there.

What makes a great headshot?

A compelling headshot (click on the image to see it larger)

Headshots are very useful in humanizing a business and building trust. Who do you trust more, a corporation or a person? They often form the first impression a person gets of your company's key people. Because you only get one shot at a first impression, you'd better make it as good as you can.

They don't have to be formal - it depends on the audience that you're trying to appeal to.

For business use, a headshot should give the impression of an intelligent, warm individual that looks trustworthy and approachable. They should look important while remaining likable. They should express vitality. Good eye contact with the viewer is extremely important - you want viewers to be able to connect with them and picture themselves doing business with them. 

I shot and retouched this image recently. It's a very typical shot for use on a corporate website. Like most of my images, it's been digitally enhanced in many subtle ways. 

His eyes and teeth have been brightened, skin color enhanced, pores reduced, blemishes removed, bulge in coat removed, eyes enhanced, shadows lightened under the eyes, enhanced the background and more. He's a handsome guy, but the image was made much stronger by post-production. The retouching and enhancing took me about 40 minutes. 

Everybody needs some retouching. If supermodels and movie stars need it, your staff does too. You don't need your key people to look like movie stars but you need to present them at their best.

Retouching has to be subtle though. Done properly it's invisible. It should be difficult for even the subject to detect. Cameras are cruel and record every pore. People don't even see most of the flaws that photos bring to our attention. 

Great headshots give you an edge. They leave your prospects with a first impression that creates strong positive feelings and associations.

Photos that build trust

(click on the image to see it larger)

Images are key to building trust. This is one of a series of images of company executives done for their website. When I shoot portraits of employees my goal is usually to portray them as intelligent and warm individuals that you'd like to do business with.

When you're selling a service you are selling trust; good feelings. You're selling a relationship. There is no way to show the customer in advance what his tax return will look like.

I feel it's usually a mistake to hire models to pose as employees. (They're fine posing as customers.) Almost everybody can look good with the proper lighting, framing, angle and cropping. I also believe it's a big mistake to use stock photos. They just don't ring true. Rather than build trust, they erode it.

You can see more sample images in my people photography portfolio.