A Guide to Understanding Commercial Photography

Commercial photography refers to the use of photography to promote or sell a product or service or to support a business or organization in increasing revenue. This type of photography can include product, lifestyle, and fashion photography, depending on the client and the product or service being marketed.

As a photographer, there are various fields you can specialize in depending on your skills, interests, and personality. For example, those who enjoy nature may be drawn to landscape and nature photography, while those who enjoy working with people may be more inclined toward wedding or event photography.

Commercial photography is a popular and often well-compensated field that you can consider pursuing. In this guide, we will explore the different aspects of commercial photography, including various types of commercial photography, the difference between commercial and advertising photography, and tips on how to start a career in commercial photography.

It also helps to establish transparency and trust in your pricing, as your clients will have a clear understanding of the cost breakdown and the value that they are receiving for their investment. Additionally, breaking down your final rate into its component parts allows you to easily adjust your prices based on specific factors, such as the complexity of the project or the level of experience needed. This approach can also help you to communicate effectively with your clients and to negotiate pricing, as you will have a clear understanding of the costs associated with the project.

How are photographs used commercially?

Using a photo for commercial purposes refers to utilizing it in the promotion or sale of a product or service. As the creator of the image, you have the ability to set usage restrictions through a license agreement. This typically includes a fee for the use of the photo. In some cases, clients may have the option to expand the use of the photo or extend the time period of use for an additional cost.

What are the responsibilities and tasks of a commercial photographer?

As a commercial photographer, the daily schedule can vary based on the specific niche and industry. However, some common tasks are typically performed regardless of the client. These include:

Acquiring new clients

Building a client list is essential to being a commercial photographer, whether responding to RFPs or reaching out to potential clients directly. Expect to spend regular time on this task.

Gathering client information for successful commercial photography

As a commercial photographer, gathering as much information as possible about your clients, their products, and their objectives is important. This will help you to create images that align with their goals. One way to achieve this is by sending a questionnaire to your clients at the beginning of each project. This questionnaire should include information such as:

• The intended usage of the photos

• Reference or inspiration images that the client likes

• The objectives of the campaign or project

• The desired response from viewers

• Other relevant and clarifying questions.

Conceptualizing creative ideas for commercial photoshoots

Another key responsibility of a commercial photographer is to come up with creative concepts and ideas. While clients may provide specific direction, it is often the photographer's responsibility to generate ideas and moods for photoshoots. For instance, a food photographer for a new restaurant may be tasked with creating a range of visual concepts for the client to choose from.

Capturing the perfect shot to sell a product or service

When it comes to taking actual photos, it is important to always keep in mind that the goal is to sell a product or service. Understanding the client's objectives will help guide the direction of the shoot. For example, if the client wants a polished and high-end look for product photos, the photographer may spend time setting up the perfect lighting in the studio. On the other hand, if the client wants natural-looking lifestyle images, the photographer may focus on capturing the perfect golden hour glow while outside.

Post-processing

The amount of editing required for commercial photos can vary depending on the final destination of the images and the desired aesthetic of the client. For example, commercial photos that will be primarily used on Instagram may not require as much editing as those that will be printed. However, it is still important for commercial photographers to ensure that the final product is polished and professional. To streamline this process, some photographers use presets or create their own to consistently reproduce a signature look. Another useful tool for collaborating with clients during this stage is a client-proofing gallery, which allows clients to make selections and provide feedback before the final images are delivered.

Maintaining client relationships

While not a requirement, maintaining a positive relationship with clients can lead to future opportunities and projects. Following up with clients after a photoshoot to thank them for working together and inquire about the usage of the commercial images can help to keep the lines of communication open. Additionally, letting them know that you are available for future projects can help to establish long-term business relationships.

How to Get Started in Commercial Photography

If you're interested in starting a career in commercial photography, there are a few steps you can take to get your business up and running. The great thing about this field is that there are opportunities for photographers with various styles as long as you can find clients who appreciate your work. 

Choosing Your Specialization

First, you'll want to choose a specialization. Commercial photography is a broad term that encompasses many different types of images. It's best to focus on a specific area of commercial photography you're interested in. For example, if you're interested in shooting fashion, you may want to focus on fashion photography, including diverse portraits displaying your artistic ability, creative direction, and eye for detail. You'll be perceived as an expert in your area by narrowing your focus. 

Gathering Your Equipment

Next, you'll need to gather your equipment. Start with what you have and slowly add gear as you figure out what you need. Depending on the type of photography you're interested in, you may need to invest in specialized equipment. For example, a studio strobe might be a useful investment if you're planning on shooting products. If you're more interested in shooting people, you may want to invest in a beauty dish and soft box lights as you build your portfolio.

Mastering Editing Software

Master your editing skills: Your clients will often have specific looks in mind for their images, and being proficient in editing software can help you create the images they want. Even if you're new to commercial photography, taking the time to learn the basics of editing tools like Photoshop can go a long way in helping you create portfolio images that will impress potential clients.

Creating a Strong Portfolio in Commercial Photography: Building a Body of Work

Before you can start landing paying clients, you'll need to have a collection of images to showcase your skills and style. The types of images you include in your portfolio will depend on the type of commercial photography you want to specialize in. For example, if you're interested in product photography, you can create a portfolio by experimenting with different sets and lighting setups in your home studio. If you're interested in shooting people, you can ask friends and family to model for you or approach local businesses and organizations to shoot free commercial images for them.

Build a network of contacts

As you work on building your portfolio and gaining experience, it's also important to start building a network of contacts in the commercial photography industry. This can include other photographers, industry professionals, and potential clients. The more connections you have, the more opportunities you'll have to find new clients and grow your business.

Selecting the Best Images for Your Portfolio

As you build your career in commercial photography, it's essential to have a strong online portfolio that showcases your work and communicates your professionalism to potential clients. Here are a few steps to keep in mind as you work on building your online portfolio:

1. Select your best images: Before you can build an online portfolio, you'll need to carefully choose the images that will be included in it. These should be your best images that showcase the type of commercial photography you want to do professionally.

2. Build a professional online portfolio: While social media platforms like Instagram can be useful for sharing your work, they're not a substitute for a professional online portfolio. A well-designed portfolio website will help you stand out among other commercial photographers and communicate your professionalism to high-paying clients.

3. Choose a website builder: You don't have to be a tech-savvy person to create a beautiful online portfolio. There are many website builders available that can help you create a portfolio website with little technical expertise.

4. Customize your website: Once you've chosen a website builder, you'll need to customize it to fit your branding and upload your portfolio images.

5. Add important information: Make sure to add about section, projects, an overview of your services, and an easy way to get in touch. This will help clients understand the value you can bring to their projects.

Setting Rates and Getting Clients

When starting a commercial photography business, it's important to have a clear understanding of your rates and be able to communicate them effectively to potential clients. Here are a few steps to keep in mind as you work on building your business:

1. Set your rates: Before reaching out to clients, it's a good idea to have a clear understanding of your rates. While you may have some flexibility based on the client and the scope of the work, it's helpful to have a starting point based on factors such as the type of shoot, number of images delivered, licensing, and any other important considerations.

2. Get your first clients: Once you've done the preparation work to get your business up and running, it's time to start finding clients. This can be a daunting task, but it's also an exciting opportunity to work with the clients you've been working towards.

3. Networking: One way to get your first clients is to network with other professionals in the commercial photography industry. Attend events, join photography groups, and connect with other photographers, industry professionals, and potential clients.

4. Cold outreach: Another way to find clients is to reach out to potential customers directly. This can include sending email pitches, making phone calls, or mailing flyers to businesses and organizations that may be interested in your services.

5. Leverage social media: Social media can be a powerful tool for finding new clients. Share your portfolio and updates on your work on platforms like Instagram and LinkedIn to reach a larger audience.

6. Offer a special deal: Consider offering a special deal or discounted rate to new clients as an incentive to work with you. This can help you get your foot in the door and start building a reputation as a reliable, professional commercial photographer.

Landing Your First Clients as a Commercial Photographer

As a commercial photographer, it's important to have a strategy in place for finding new clients. Building a strong portfolio and networking with other professionals in the industry can help you gain recognition and land your first clients. One way to get clients is through networking on LinkedIn. Spend time on LinkedIn looking for relevant contacts at companies you'd like to work with. Connect with people in the marketing department, ideally a marketing director, and introduce yourself and your work. Also, utilize your social network. Let friends and family know you're starting a commercial photography business and offer them a special introductory rate for any referrals. Here are a couple more tips:

1. Pitch to local businesses: If there are businesses in your area that you'd like to work with, consider dropping in and introducing yourself. Have your portfolio on hand and create a professionally printed mailer you can send to businesses.

2. Assist another photographer: If there are other commercial photographers in your area who are further along in their careers, approach them to see if they need assistance on any future shoots. This can be a great way to boost your skills, make connections, and further build out your portfolio.

By following these steps and putting in the work to build a strong portfolio, you can land your first clients and build a successful commercial photographer career.