Expectations for Architecture Photography
176 Locations in Just 14 Days
An Example on Managing Expectations for Architecture Photography
Last year, a client tasked me with capturing images of 176 healthcare locations spread out across the state of Indiana. It’s a job that could have easily taken up to over three weeks to complete. I shot it all in just two weeks.
No, I don’t have a time machine. Or superhuman speed. But here’s what I do have: a willingness to ask lots of questions so that I can deliver exactly what’s needed.
I’ve learned what to ask my clients so that I can successfully meet their objectives. Even when clients aren’t altogether sure what they want, I’ll ask questions to help them articulate their needs so I can then deliver on those needs.
It’s all part of establishing expectations, and it’s the number-one way to set us both up for success.
Here are six questions you should discuss with your commercial photographer (hopefully me) before assigning your next project.
• How will the photos be used?
Knowing how the images will be used helps to align the outcome with the intent.
For example, the images of those 176 healthcare locations I mentioned were needed mostly for website searches. They needed to reflect the client’s rebrand, but more importantly, to help patients locate wayfinding signage resulting from the rebrand. By clarifying the purpose for the photos, I was able to move through the project at a faster clip than if the client needed more stylistic images that would be blown up and printed for environmental graphics.
• What photographic style are you after?
Discussions about style and creative direction are critical. Are you looking for shots with heavy contrast, or bright and airy images? Something that reflects natural lighting or supplemental lighting to help brighten up the space? What about lines, curves, patterns, texture? Negative space or filled space?
Naturally, clients aren’t always able to articulate what style they want, so it can be helpful to see examples from your library of brand images. It can be equally helpful when clients point to images from my portfolio as examples of what they like or bring other examples into our meeting.
• Can we define “good?”
Good photos come in all forms, and quality comes at various levels. What’s defined as aesthetically pleasing to the professional photographer can be entirely different than what the average photo viewer considers to be a good photo.
As a professional, I have standards of perfection no client would ever want me to apply to every job. But what I can do is match an aesthetic and level of quality to your brand and your needs, whether you need hardworking images or hard-to-ignore beauty shots.
Admittedly, the healthcare location shots I took in those 14 days weren’t award-winning beauties. But they were absolutely “good” photos as defined together with my client in that they were solid images that effectively communicated their purpose.
• How complicated is the assignment?
Will there be location challenges? Will a photography assistant be needed? Does the job require travel? You and your photographer should explore any and all issues that can either help determine or get in the way of success if left unaddressed.
• Who’s in charge?
Some client photo shoots are creatively directed by an ad agency or in-house marketing team. When they are, I can be hired solely for my photography skills, working alongside an onsite creative director with a clearly defined vision for the project. At other times, I work solo bringing my photography skills, plus a creative perspective, unique ideas, and artistic ability. Either works, but let’s clarify what role and skillsets you need from me.
• What are the timelines?
When the shooting stops, the computing starts. That’s why conversations about timing should go beyond scheduled shoot dates. Post production can be a big part of deliverables and you should always include realistic discussions about post-production needs.