Photography can make or break a project. Whether it’s stock photography or a photo shoot, the tone can be set by the images the viewer sees first. An image can convey a message in seconds that can in turn be paired with supporting copy to drive your point home. In this digital world, there is so much that can be done with an image to enhance it. Filters, Photoshop effects and other graphical treatments can add to the image, but if the image you start with is low quality, your end result will likely be low quality as well. One of the values of having a photo shoot is getting images of the highest quality, no matter what you do with them.

Stock Photos vs. Photo Shoot
Although stock photography might be a little friendlier on your budget, it can have its downside. The market for stock photography is not only getting more affordable, but the quality of the images is getting better as well. This leaves us with a double-edged sword: on one hand, it’s very easy to hop online and find a single image that fits your layout. On the other, that diverse family you just used for your mortgage ad is the identical image the homeless shelter is using in the same publication. Your message in your ad has just taken a turn for the worse. By investing in a photo shoot specific to your needs, you avoid that all together. The images are unique to the situation, speak directly to the viewer and have their own style. You regain control of your imagery and what it says to your audience.

Long-term vs. Short-term Photo Shoots
Just as stock photography has its place, so do long- and short-term photo shoots. If you have a specific image in mind, you may have better luck collecting the items and shooting them to get the effect you want, rather than spending hours searching for a photo that might work or cobbling multiple stock photos together. When working on campaigns specifically, the short-term photo shoot comes in handy because you know the images will be consistent and aligned with your goals. Often times, it’s more efficient than spending the $90/hour searching for and/or manipulating the right image.

Long-term photo shoots tend to be beneficial for firms looking for a specific type of photography. For example, a shopping center developer would benefit from a well-executed photo shoot portraying happy shoppers, a mortgage lender might benefit from photographing several happy families and their homes. With a little research and consideration for upcoming marketing pieces, you can plan out shots that can be used in multiple applications for an extended period of time. You can also begin to think about how you can evolve or refresh your photos with graphic/digital treatments to give them a longer life. In the end, you have your very own exclusive stock photo library.

Think of Photography as an Investment, Not an Expense
The biggest challenge to a photo shoot is justifying that the cost up-front will pay out in the end. If you are on the fence about a photo shoot, start adding up your expenses from using stock photography. By estimating the total cost of limited-use stock photos and then comparing that to the price of a photo shoot that will produce a library of images with a longer shelf life, you will begin to understand a one- or two-day photo shoot is an investment worth making.

~Emily, Senior Designer II