When embarking on a commercial photoshoot, the success of your project hinges significantly on your choice of photographer and how well-prepared you are as a client. Having been in the industry for years, I’ve witnessed both the triumphs and pitfalls of commercial photography projects. Here’s a guide to help you navigate the process, avoid common mistakes, and ensure you select the right photographer for your needs.

Understanding the Importance of Preparation

Before diving into the shoot itself, preparation is key. This includes having a clear vision of what you want to achieve, understanding your brand’s identity, and knowing how to communicate this effectively to your photographer.

Common Mistakes Clients Make:

1. Vague Product Goals: A client wants to shoot their new product line but doesn’t specify whether the images are for a catalog, social media, or a billboard. As a result, the photographer might not use the appropriate composition, lighting, or resolution needed for the intended platform. Does the photos needs to be portrait orientation or square or horizontal orientation or a mix? Do you need more empty spaces around your subject so you can put wording on later?

2. Unclear Brand Identity: The client is unsure about their brand’s aesthetic and messaging, leading to a photoshoot that doesn’t align with their overall marketing strategy. This can result in images that not convey the intended message. Do you want bright and vibrate or drastic and moody? Does the general mood needs to be happy or serious? Is there certain colour that have to be integrated to your brand, for example the colour of your logo, or is there any props that should be avoid from the photoshoot, for example plants that represents dryness like cactus is not a good for showcasing skin care products.

3. Lack of Target Audience Insight: The client hasn’t identified their target audience, so the photos might not appeal to the right demographic. Does the outfit needs to be casual or formal or somewhere between? Should expression be happy or serious? Should the location, props and styling be minimalistic or luxurious?

4. No Storyboard or Concept: The client wants a lifestyle shoot but hasn’t provided a storyboard or concept. This lack of direction can result in images that lack cohesiveness and fail to tell a compelling story about the product or brand.

5. Ignoring Seasonal Themes: Planning a shoot without considering seasonal elements can result in images that are out of sync with marketing campaigns. For example, shooting a winter collection with a summer theme, making the images unusable for their intended purpose.

6. Budget Misunderstandings: Not discussing budget constraints upfront can lead to disappointment when the client expects elaborate setups or props that aren’t feasible within the given budget.

How to prepare:

• Define Your Goals: Know what you want to achieve. Are you looking to update your product catalog, create social media content, or develop promotional material? The purpose will guide the style and execution of the shoot.

• Create a Detailed Brief: Include information about your brand, the message you want to convey, the specific products or services to be photographed, and any particular style or mood you’re aiming for. Specify details like image orientation, aspect ratios, negative space, colour palette and resolutions.

• Provide Visual References: Collect images that reflect the style, lighting, and composition you envision. This could be from magazines, Pinterest, or previous campaigns you admire.

Choosing the Right Photographer

Selecting the right photographer is critical. The wrong choice can lead to wasted time, money, and unsatisfactory results.

Common Mistakes Clients Make:

1. Not Reviewing Portfolios Thoroughly: Choosing a photographer based solely on a recommendation or a couple of good images can be risky.

2. Ignoring Specialization: Not all photographers are the same. A wedding photographer might not be the best fit for a commercial shoot.

3. Overlooking Communication Skills: A technically skilled photographer who cannot communicate effectively will struggle to understand and meet your needs.

How to Choose:

• Review Portfolios: Look at the photographer’s portfolio to ensure their style aligns with your vision. Pay attention to their work in similar projects.

• Check Experience and Specialization: Ensure the photographer has experience in commercial photography, specifically within your industry if possible.

• Evaluate Communication: During initial consultations, assess how well the photographer listens and responds to your ideas. Good communication is crucial for translating your vision into reality.

During the Photoshoot

The day of the shoot can be hectic, but proper planning and a collaborative approach can make it smooth and successful.

Common Mistakes Clients Make:

1. Quantity over quality: Another common mistake clients make is prioritizing quantity over quality. In an attempt to maximize their investment, clients may push to shoot as many products as possible in a single session. However, this often leads to rushed setups, inadequate attention to detail, and ultimately, lower quality images. High-quality photography requires time for proper lighting, composition, and styling adjustments. By focusing on fewer products with meticulous care, clients can achieve superior results that better showcase their products and enhance their brand image. Remember, quality images can drive better engagement and sales than a high volume of mediocre photos. For sample amount of photos, different looks is always better than same look just different products. Unless the photoshoot is for catalogue.

2. Lack of Flexibility: This is another common mistake that can hinder the success of a commercial photoshoot. Being too rigid with initial ideas can stifle the creative process and limit the potential for spontaneous, great shots that might better capture your brand’s essence. While having a clear vision is important, allowing room for improvisation and trusting your photographer’s instincts can lead to unexpectedly brilliant results. Embracing flexibility can result in more dynamic and authentic images that resonate more effectively with your audience.

3. Ignoring the Photographer’s Advice: Ignoring the photographer’s advice is another pitfall that can detract from the success of a commercial photoshoot. Experienced photographers bring a wealth of knowledge and expertise, offering valuable insights and suggestions that can significantly enhance the outcome. Their recommendations on lighting, composition, and styling are based on years of practice and an understanding of what works best visually. By disregarding their advice, clients risk missing out on creative opportunities and technical improvements that could elevate the final images. Trusting and collaborating with your photographer can lead to results that surpass your initial vision and truly capture the essence of your brand.

How to Ensure a Smooth Shoot:

• Trust the Photographer: You hired them for their expertise, so trust their process and vision.

• Stay Involved but Flexible: Be present to provide feedback but remain open to suggestions and creative changes.

• Prepare for the Unexpected: Things don’t always go as planned. Have a backup plan for potential issues like weather changes or technical difficulties.

• Photoshoot brief and shot list: make sure all the looks and scenarios are captured and also the mood and vide mach you goal.

Final Thoughts

A successful commercial photoshoot is a collaborative effort between the client and the photographer. By understanding the common mistakes clients make and how to avoid them, you can ensure a smoother process and achieve results that truly reflect your brand’s vision. Choose your photographer wisely, prepare thoroughly, and maintain open, effective communication throughout the project. Your effort and attention to detail will pay off in the quality of the final images.