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| Getting the Picture -- Do-It-Yourself Photography |
We talked to our art directors to find out what they are looking for in photography. Here are some tips to get images you can actually use in your own ads!
Simple, Clear Composition
For most publications, especially the web, an expressive shot of one person says more than a group of people doing the same thing. Get rid of any items that do not contribute to the composition. Tight, close-up shots of people are better than far away, longer shots. Keep headshots uncluttered, yet complimentary of the subjects. If the person is a student, put them in the library or in front of a computer. Don't use a parking lot or a concrete wall; look around a little more. When designers must crop and fix photos, it costs clients money.
Exposure
Consider whether there is enough good light, or whether you should use a flash. Lighting effects can greatly alter the character and quality of your photos. For inside photography, a flash can be useful and will result in a properly exposed photo. Outside, a flash can be used to lighten shadows on a sunny day.
Layout
If your shots are going on the web, extreme verticals don't usually work well in web layout. The same goes for billboards. Newspaper layouts are very specific as well, so take the time to shoot verticals and horizontals.
Get Creative
Don't be afraid to get fun shots. A well taken candid is just as valuable and more expressive than a posed shot, i.e. a happy customer receiving a check, a co-op member enjoying an annual meeting, and excited kids are always good subjects. One of our favorites comes from client York Electric Co-op. It's kids trying on a lineman's helmet at a safety demonstration. It says a lot in just one shot!
Think like a professional
Try to think of yourself and your photos as if you were a professional. Don't go around just pointing and shooting. Look for a shot that will be useful. With digital camera capabilities, it's easy to preview the shot before you take the picture. Try two or three different angles to make sure you have a useful photo.
Resolution
Once you have a photo that you would like to use, set the resolution according to the media for which it will be used. For web media, set the resolution to 72 dots per inch (dpi), and when using print media, set the resolution at 300 dpi. If your resolution is not set correctly, the size of your images cannot be changed without pixelation, or a grainy, unclear appearance. It's disappointing to have a great shot that can't be used!
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