Small businesses are increasingly working directly with creatives, like photographers and videographers, instead of going through an agency. This can be a smart move, offering better budget flexibility and more creative control. But it also means you need to ask the right questions to make sure you're getting what you need from the shoot.
Here’s what to ask before you sign a contract:
A photographer should want to understand your brand before the shoot. Ask if they create or collaborate on a mood board, if they review your brand guidelines, or if they do pre-shoot planning to align on the vibe, colors, and style you’re looking for. Generally, time on a shoot is evenly split between pre-production, shooting, and post-production, so this preparation phase is crucial to getting what you need.
If a photographer seems to focus only on shoot time, it could be a sign they’re not operating at a professional commercial level. The more aligned you are before the shoot, the better the final product will match your vision.
Understanding the process on shoot day is key, especially for commercial projects. Professional photographers will nearly always shoot tethered to a larger display, allowing a creative director or client to see images in real-time and collaborate on adjustments or select final images. This setup not only ensures alignment with your vision but also saves time in post-production by getting the right shots from the start.
Lighting can make or break a shoot. While natural light might sound appealing, it’s often inconsistent and underpowered for commercial use. A pro should have a lighting setup that offers consistent, controllable, and color-accurate lighting. Typically, you should expect 3-4 lights with a power range of 1000-2400 watts. When your brand’s colors are on the line, whether it’s a product, a retail space, or a model shoot, color accuracy matters.
Even if your intended use is just for web, it’s best to shoot with a high-resolution camera (40 megapixels or more). Counterintuitively, higher resolution is often more important for web delivery than for large-format prints. The extra resolution allows for adding sharpness and structure, which is critical for achieving that crisp, polished look in lower-resolution web formats. Higher resolution files, especially in formats like RAW or TIFF, offer more latitude for editing and can make the difference between a crisp, professional image and something that looks muddy when blown up. It’s worth asking how your photographer shoots and what they deliver to avoid surprises later.
For commercial projects, standard payment terms are typically net 30 or net 60. Be wary if a photographer wants full payment upfront or on the day of the shoot, as that’s not standard in the commercial world and can be a red flag for someone inexperienced with long-term business relationships. A good photographer will work within typical business terms and help build a solid foundation for future collaborations.
Usage rights can be a minefield if not spelled out clearly. You want to make sure your agreement covers how and where you can use the images, whether it’s for web, print, or advertising, without unexpected costs down the line. It’s also important to clarify whether you’ll have exclusivity or if the photographer can license the images to others. Getting this all in writing protects your brand and your budget.
Post-production is where the magic happens. Delivering images immediately after the shoot can be a red flag that the photographer isn’t handling things correctly. Every file requires some degree of retouching and color correction, even if the final product appears natural and untouched (as it should).
Ask if the photographer shoots a calibration card at the start of each shoot and if they calibrate their displays regularly. Proper color calibration is essential for accurate representation and consistency across all your brand's visuals, ensuring the final images look as intended both online and in print.
It’s also important to clarify whether the quoted price includes post-production work and any revisions or changes. Knowing this upfront helps avoid hidden costs and ensures everyone is on the same page.
By asking these questions, you set yourself and your photographer up for a successful shoot. A professional photographer will answer these questions confidently, and if they can’t, it might be a sign to keep looking. Your brand deserves top-quality visuals, and a bit of prep on the front end will make sure you get them.