If you’ve never hired an architectural photographer or are unsure what to ask, we’ve put together ten questions to help you find the right person. Creating imagery for your business is a collaborative process involving both the client and photographer. So, it's essential to feel at ease with the individual you hire. Asking the right questions means better answers, helping you identify the right photographer and ensuring a successful project.
1. What is the process?
Their response should encompass three key aspects:
Pre-Production: This entails what transpires before the actual shoot. It's a vital stage that sets the groundwork for everything that follows. A robust pre-production phase significantly contributes to the project's success.
Find out if the photographer sets up a time to thoroughly discuss the project to understand what you want, your target audience, and the specific deliverables. Does the photographer come to the location prior to the shoot for a complete walkthrough, and do they offer creative suggestions? Someone who comes out to survey the project in advance will always do a better job than the person who shows up on the day of the shoot.
Production: How will the shoot be conducted? Will they return multiple times to get different angles and lighting? If you're present during the shoot, how much input can you provide?
Post-Production – What is or is not included in their price? For example, is Photoshopping included? Are there additional charges beyond the quoted fee, and if so, what are they?
Detailed communication is critical - take your time and get all your questions answered.
2. What information should I provide you before the shoot?
From a photographer’s perspective, the more details you can provide upfront, the more accurately they can plan for the shoot. A pre-production walkthrough is worth its weight in gold, so make sure they are willing to do that – and ensure you are there too. Sharing reference images helps them grasp your vision.
3. What is your approach in terms of quantity vs. quality?
At times, you might require numerous photos within a specific budget. This yields a higher volume of images, though they might lack intricate details, potentially impacting the overall experience and end product. Such photographers usually offer lower prices, use older equipment, and might not invest much in post-production. While this style has its place, remember that it won't excel in quality.
On the other hand, quality-focused photographers prioritize attention to detail, come at a higher cost, and deliver superior image quality. However, you'll receive fewer photos per day. These images lean towards an artistic/editorial approach, with an emphasis on precise, enduring images that genuinely showcase the building's architecture. The number of images varies based on the shoot's duration, with each serving a defined purpose outlined in pre-production.
Striking a balance between too many images and too few is critical. You will generally want enough images for subsequent or alternative uses. For example, if the shoot was for the website, you should also make sure to have enough for social media, editorial use, or other marketing vehicles.
4. Do you work individually or with a team?
From your perspective as a client, there's usually little difference between a solo photographer and a team. Both can deliver excellent results. Renowned photographers may operate solo, while others prefer collaborating with one or more assistants. Arguments exist for both approaches – some say a team works faster, while others claim too many cooks in the kitchen can hinder efficiency.
5. Will you allow me to actively work with you on the shoot?
You want a photographer who values your input and understands your vision. If there's been a comprehensive pre-production meeting and walkthrough, you might feel comfortable letting the photographer work without your presence. However, if these preparatory steps are missing, having a representative who can convey your brand's essence is crucial. With that said, beware of the temptation to micromanage. Micromanaging invariably leads to prolonged shoots, higher costs, and sometimes subpar results.
If you are tethering, which is an instant preview of the image on a laptop or tablet, beware of the temptation this will afford to micromanage. Stopping the shoot to discuss images will add to the shoot time and increase costs. Communicate your vision and specific needs but trust your photographer’s skills, knowledge, and expertise.
6. How do you handle Photoshopping and revisions?
Retouching practices vary among photographers, so having a detailed conversation about post-production is vital. Expectations differ, and it's essential for both parties to be on the same page. For instance, one photographer might cover only color correction, while another could handle tasks like removing wires, street signs, or even neighboring buildings. As for revisions, expect at least one round. Always discuss how feedback should come – it is best to have everything in writing, from the scope of work to the directions for Photoshopping. This prevents misunderstandings and fosters smoother collaboration.
Negotiate the turnaround time you need with the photographer. Typically one-two weeks is the standard, but if you have a specific deadline, that should be included in the contract. You may also ask if the photographer will store the photos and, if so, for how long.
7. What will the image licensing include?
In most cases, you will be given a standard license which typically includes usage for Editorial, Trade Magazines, Trade Show Ads, Corporate, Website/Portfolio, Social Media, Competitions, and Wall Displays. Some may add an expiry date for the use, whereas others offer usage in perpetuity. If collaborations with other companies are on the horizon, inquire about third-party usage, usually not part of the standard agreement. You should also clarify the scope of digital versus print use and any associated restrictions.
The best approach is to list all intended image uses in detail, upfront. This way, you can agree upon a suitable license. Be sure to discuss any geographic limitations or exclusions stated in the license. Always get the licensing terms in writing and consider negotiating potential future uses that might arise.
8. How many locations can you do per day?
The answer will invariably be “it depends,” but you should make the question specific to your project. It hinges on the setup requirements at each location, the image-specific preparations, and the distance between locations. Lighting considerations are crucial too. If you're shooting different sides of a building's exterior, tracking the sun's position becomes essential to achieve optimal lighting conditions. Be cautious of photographers who capture multiple sides of a building at the same time – at least one side will likely be in shadows. A full-day shoot enables capturing the structure under diverse lighting conditions – from sunrise to twilight.
9. What's the pricing structure?
Gaining clarity on pricing and understanding the photographer's fee breakdown is essential. Remember that each photographer may bundle their services differently based on their clientele and specific offerings. Keep in mind that the lowest bid isn't always the best choice. Scrutinize how services are packaged and compare the added benefits one photographer provides compared to others who charge extra. Revisit the initial question to comprehend the pre-production, shooting, and post-production deliverables and associated costs. Inquire about potential scenarios that might lead to fee adjustments. Additionally, confirm the quantity of photos included.
10. What's your policy for cancellations or weather-related rescheduling?
While discussing pricing, also address the topic of cancellation policies. Understand the procedures if either party needs to cancel a scheduled shoot. Given the outdoor nature of architectural photography, it's essential to address policies concerning inclement weather, issues with lighting, or any other factors that could impact the shoot's success.
Choosing Wisely
These ten questions will offer insight into the photographer's capabilities and help you avoid potential pitfalls. With that said, there are some intangible qualities to keep an eye out for. First, look for the photographer who takes pride in their work – this indicates they'll go the extra mile to ensure your satisfaction. Also, assess their communication style and collaborative nature – you want someone you can easily communicate with and who genuinely wants to collaborate with you. Lastly, ensure they're the right fit for the job in temperament, experience, and personality.