Portrait Pro: What You MUST Know to Make Photography Your Career by Jeff Smith, ISBN-13: 978-1608957354
[PDF eBook eTextbook]
- Publisher: Amherst Media (October 21, 2014)
- Language: English
- 128 pages
- ISBN-10: 1608957357
- ISBN-13: 978-1608957354
Author, pro photographer and educator Jeff Smith owns and operates two successful portrait studios and has written a number of helpful photography guides. In this book titled Portrait Pro: What You MUST Know to Make Photography Your Career, Smith uses his years of experience and expertise to help others learn the best ways to build and grow a successful business as a portrait photographer.
Many of us dream of owning our own studio and living the dream of being a full time pro photographer but the road to achieving that dream is filled with various challenges that can block your path to success. Smith uses an effective, no-nonsense style to teach the things every business owner must know and understand. The topics include: how to work with clients, developing good customer service skills as well as tips on how to boost profit and sales. Information that is vital to building your brand and standing out from the crowd.
Smith also explains the importance of perfecting your lighting and posing techniques in order to create top quality images and keep those clients coming back for more. This book contains information on every aspect of the business and craft with 180 full color sample images to illustrate each lesson.
Table of Contents
Introduction: The First Step 8
The How vs. The Why 8
Being a Professional 9
1 Hobbyist or Professional 10
What’s the Difference? 10
Look at Your Bookshelf 11
The Rush to Make Money 12
The Business of Service 13
1 Art Is Determined by the Buyer, Not the Creator 14
2 We Serve Those Who Pay Us 14
Evaluate Your Readiness 15
1 Don’t Trust Your Friends and Family 15
2 Be Honest About Your Willingness to Take Responsibility 15
3 Don’t Expect to Learn on the Job 16
4 Decide if You Can Be an Asset to the Profession 16
2 Learn How to Learn 17
Learn From Masters 17
The High Cost of “Free” 18
Who’s Your Teacher? 18
Formal Instruction vs. Self-Education and Mentoring 18
Practice, Practice, Practice 21
1 Implementation Enhances Retention 21
2 Perfect Practice Makes Perfect 21
3 Practice with Real Subjects in Real Situations 22
A Few Great Images 22
Master Previsualization 22
3 Earning While Learning 24
Know When to Say No 24
Become an Assistant 26
A Letter of Non-Competition 27
Support Work Is How You Start 27
Don’t Be a Poacher 27
Speculative Shooting 28
Shoot for Publications and Businesses 28
4 Gear: Think Like a Pro 30
Control Imaging Costs 30
Cameras: Tools, Not Status Symbols 31
Lenses 31
Lights and Modifiers 33
Make Purchases Based on Results 33
Learn to Use What You Have 34
5 A Salable Style 35
Understand What All Clients Want 35
Beautiful Eyes 35
Shape-Defining Shadows 36
Contrast 36
Direct the Eye with Contrast 36
Expert Retouching and Printing 37
Understand Your Client’s individual Needs 39
The Purpose of the Portrait 39
The Client’s “Problem Areas” 40
How to Talk with Clients 41
Other Factors in Salability 42
Idealization and Self-image 42
Bigger Faces Mean Bigger Sales 43
A Customized Look for Each Subject 44
Take Control 45
6 Consistency and Lasting Appeal 46
Consistent ≠ Boring 46
The Images Change, the Quality Stays the Same 46
Understand Your Clients’ Tastes 47
The Eyes: Classic or Contemporary? 47
Shadows: Dramatic or Subtle? 47
Retouching: Glamorous or Natural? 47
Allow for Variety 47
Plan for Problems 47
Consistency in Postproduction 48
Consistency in Service 48
Design for Lasting Appeal 49
Tips on Video Consultations 49
The Impact of Emotions 50
7 Clothing Selection 51
Don’t Limit Your Choices 51
The Story of the Angora Sweater 52
Guide Clients to the Right Look 52
For the Fashion-Impaired 54
Finishing Touches 54
8 Background Selection 55
Analyze the Background 55
Background Selection 56
Basic Analysis 56
Lines 56
Texture 56
Contrast 56
Color 58
Learn to Manipulate Backgrounds 59
Get the Client’s Input 60
9 Posing Essentials 61
Analyze the Subject 61
Choose the Right Style 61
Traditional 62
Casual 62
Glamorous 62
The Face and Head 63
The Connection to Lighting 63
Control the Camera Height 64
Frame the Face 64
Tilting the Head 65
The Eyes 65
The Nose and Ears 67
The Mouth and Lips 67
Mirroring 67
The Neck and Shoulders 68
The Arms and Hands 68
The Bust and Chest 69
The Waist 70
The Hips and Thighs 71
Standing Poses 71
Seated Poses 71
Reclining Poses 71
The Booty 72
The Legs 72
The Feet and Toes 72
Why Show It? 73
Practice Building Poses 74
10 Lighting Essentials 75
Light Sources 75
Portrait Light Functions 76
Light Sources 76
Main Light 76
Fill Light 76
Background Light 76
Hair Light 76
Accent Lights 76
Broad vs. Short Lighting 77
Light Characteristics 78
Soft/Diffused Light 78
Hard/Directional Light 78
Controlling Light Characteristics 79
Size Relative to Subject 79
The Distance to the Subject 79
Light Modifiers 79
Control the Light 80
Feather the Light 80
Skin Tone and Light Characteristics 81
What Works for Me 81
Lighting Style 82
Metering and Exposure 83
Why Meter? 83
Consistency and Efficiency 83
How to Meter 84
Don’t Overlight 85
Add Fill to Control Contrast 85
Flash Fill 86
Reflected Fill 87
Run Lighting Tests 87
The Eyes Are Critical 88
The Main Light Position 89
Catchlights 90
Develop Your “Camera Vision” 91
Get It Right-In the Camera 92
11 Outdoor Lighting 93
Problems with Available Light Only 93
1 Insufficient Variety 93
2 Too Little Shooting Time 93
Adding Light Makes It Work 94
Evaluate the Light 94
Add Reflected Light 94
Add Strobe Lighting 96
Try Dragging the Shutter 96
12 Composition Essentials 97
What to Show 97
Finish Off the Frame 98
Position the Subject in the Frame 99
Camera Perspective 100
High Angle, Low Angle 100
Camera Tilt 101
13 Portrait Presentation 103
Presenting Images to Clients 103
How It Used to Work 103
Why Instant Ordering Is Better 105
Learn How to Sell 106
A Skilled Salesperson 106
One Decision at a Time 107
Selling Is Serious Business 108
Printing and Delivery 108
Printing 109
Print Finishing Options 109
Packaging 110
14 Your Studio’s Image 111
Marketing and Advertising 111
Consider Your Demographic 111
Repetition Is Critical 112
Ask Your Best Clients 112
Giving Work Away 113
Direct Mail 114
Create a Theme 115
Tailor Your Marketing to Your Image 115
Social Media 115
Blogs 119
Your Studio’s Brand Identity 120
Conclusion: What to Know as You Go Pro 121
1 Don’t Squander Money 121
2 Understand Your Costs and Pricing 122
3 Build Value Every Step of the Way 122
4 Create Opportunities 122
5 Manage Your Time 123
6 Determine the Right Location 123
7 Don’t Get Overwhelmed 123
Index 124
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