With the holidays on the horizon, many families might be looking to hire a professional photographer to capture images of them for a greeting card, or to use as gifts. That's an excellent idea! But beware of hiring just anyone. If you're going to spend the money, make sure you are most likely to walk away a satisfied customer.
1. They don't charge sales tax. Texas State Law requires any business that produces a physical product – photography included, even if fees are charged only for services, collect local sales tax. It's free and easy to register online on the State Comptroller's Web site.
2. That physical product comes in the form of a CD with all the images on it. Those images are usually unedited, and may include all the images taken during a session. Even the most seasoned pro takes some photographs that just don't work, and those should never see the light of day – much less be burned to a disc and handed to a client. Moreover, images on CD is a lazy way to deliver them and lacks a crucial component of the service industry – providing customer service. Much better is the ability to buy prints, special products or even framed art that needs nothing more than a hammer, nail and location to hang it. In the case of greeting cards, a well-connected pro will offer card-printing services as well (with included envelopes!).
3. They use the selective color method A LOT. There are a few times having a predominantly black-and-white photo feature a splash of color is neat. However, 99 percent of the time the effect takes the focus off the main subject of the image. That defeats the purpose of taking the photo in the first place. Just because you CAN do it, doesn't mean you SHOULD.
4. Their portfolio includes at least one person posing on railroad tracks. With a few exceptions involving static train displays, railroad tracks are off limits, and most certainly are private property. Venturing onto active tracks is not only dangerous, but against the law. Plus, such shots border on cliche. If you must (and I have), find an unused portion that is little-used and permitted for such use, or seek permission from the owner of the tracks.
5. They advertise on Craigslist. While there are legitimate professional photographers who do this, most don't. Experienced portrait artists often avoid being lumped in with the "others." If you are shopping based on price, avoid Craigslist altogether and go for a high-volume studio. Your images will look just like everybody else's, but at least you will get them.
6. Their prices are extremely low compared to the standard market fee for similar services. This is often because they haven't figured out what it costs them to sell photos, and so they won't be in business for long. They also figure undercutting the other photographers out there will bring them lots of business. It might, but burnout is a good possibility. Certainly, the quality and reliability of their work comes into serious question. You get what you pay for, sometimes you don't get what you pay for in those situations. Many professionals always work with a contract that spells out costs and services provided, even among friends.
7. Their photos are too dark, too bright, fuzzy or have people and important objects chopped out of the frame. Sadly, many consumers can't tell the difference between excellent, decent, OK and horrible photos. That's usually because photographs, even bad ones, have an emotional pull when people or pets we love are featured. But if you're going to pay for photography, judge a photographer's portfolio objectively. Are the photos pleasing? Not just cute … are they technically stellar or any better than you can take yourself? If the answer is no, don't hire that person! An even worse indictment is a portfolio full of boring shots.
8. Photography, like many other things (think "golf") and "fishing", depends on having equipment to do the job. The photographer (or golfer/fisherman) has the most control of whether his or her work is done well. A photographer cannot be judged on equipment alone – certainly anyone can buy the best and pretend. But serious photographers, ones who have done their homework and built up experience, will – when profits allow – invest in themselves and their business with better equipment. Philosophical discussions aside, the camera DOES matter, if only in showing commitment. Quality lenses make more of a difference in the final product than the camera. Quality equipment overall allows a skilled photographer to get consistent results during every shoot, no matter the situation. Also, a professional photographer should always have at least two cameras, two lenses and backup lighting if it is being used.
9. Lack of confidence. If anyone shows a lack of confidence in his or her abilities, they should practice and become adept before hanging out a shingle. Do or do not, there is no try! It is unfair for paying clients to fund the learning process. Sure, there are challenges … a professional will be confident in meeting them. There are talented beginners out there, but when spending your money, trust someone with solid and varied experience.
10. You can't always tell. It's not about memberships to national photography associations, and it's not about having the biggest camera (see No. 8). Work speaks for itself. Sadly, there are photographers who have been caught using others' work on their Web sites. Demeanor should tell a lot, but there are actors out there who will put on a happy front just to get your money. Buyer beware, and take a hard look into a photographer's abilities before forking over your hard-earned cash.
There's more ways to spot someone not ready to produce good work but quite ready to take your money. More important, however, are the ways to spot a professional. Most are willing to give you references, show you work and talk openly about their philosophies and experience.
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