One of the best parts of my job is that I get to work with brands of all shapes and sizes. From household names that grace the shelves of every grocery, big box, and convenience store in the country, to microbrands that are just getting started with one person and a dream at the helm of the ship, everyone needs photos! With the wide landscape that separates these two worlds comes the reality that not everyone has sky-high budgets, and the dance between what a client wants and what they can afford becomes an important factor in planning the shoot.
And that, my friends, is where the conversation around production value begins.
Production value in commercial photography refers to the overall quality and professionalism of a photoshoot. It encompasses various elements that contribute to the visual appeal and effectiveness of the final images. High production value is essential for creating compelling and impactful commercial photographs that meet the standards and expectations of clients. However, that doesn’t always mean spending as much as possible on making a great shoot happen.
When I begin planning a project with a client, production value comes up early and often in our chats. It’s a bit like working with the client to determine how we can take their budget and not only get the most out of it, but ensure the quality is as grand and wonderful as it can be.
If you think about it, there’s a lot that goes into that final grand total at the end of your invoice.
These key components of production value in commercial photography are all taken into account when pricing a shoot, and they make or break how polished and professional the final product will be:
- Concept development: A well-thought-out concept or creative idea provides a solid foundation for the photoshoot. This includes considering the target audience, message, and desired visual impact.
- Time and planning: Adequate time and thorough planning contribute to a smooth and efficient photoshoot. This includes scheduling, coordination, and preparation for the shoot.
- Art direction: Clear and effective art direction ensures that the creative vision aligns with your goals as the client. Art direction involves making decisions about the composition, styling, and overall visual elements.
- Pre-photoshoot collaboration: Effective communication and collaboration throughout the process of planning to ensure everyone is on the same page before the day of the shoot.
- Location and set design: The choice of location or studio plays a crucial role in establishing the visual context and atmosphere of the photographs. A well designed set can elevate the overall aesthetic for the shoot.
- Talented team: A skilled and experienced team, including photographers, assistants, stylists, prop stylists, food stylists, makeup artists, digitechs, models, and more can contribute to the overall success of the photoshoot. Collaboration among skilled professionals ensures that every shoot aspect is well executed.
- Professional equipment: The use of high quality cameras, lenses, lighting equipment, and accessories can significantly enhance the technical quality of the images.
- Attention to detail: Paying attention to details such as composition, lighting, and the positioning of props or models is crucial for achieving a polished and professional look.
- Post-production and editing: Skillful post-production work, including color correction, retouching, and editing, is essential for refining and enhancing the final images. This step can significantly impact the overall quality of the photographs.
When it comes down to it, different businesses, industries, lifecycle stages within the business, budget for the project, and more can affect your production value. However, that isn’t to say a brand new business with a limited budget can’t have a shoot with the maximum production value and beautiful images in hand that they’re proud of.
It’s essentially all about coming up with creative solutions that work best for each client, project, and budget!
I’ve had the opportunity to work with clients with $50,000+ budgets. They have a need for a large studio, producer, all the stylists, digitech, several assistants, and myself on the project to deliver the best results. On the other hand, I’ve also worked with clients who are brand new in business. They’re just looking for a small shoot to get their website up and running. Then plan on ramping up to a more hands on, lifestyle shoots when budget allows. Then of course, there are the projects everywhere in between, which is what I see most often!
Needless to say, production value in photography isn’t necessarily a one size fits all.
If you’re looking for images that reflect the current state of your business, I’d love to help! I can work with you and your team to create photography that informs, entices, and excites your current and future brand fans. Contact me today to get the conversation started about your next photography shoot.