So who doesn’t love having their picture taken?
Getting your “official” portrait taken usually starts when you’re one day old, courtesy of the hospital photographer.
This is followed by thirteen years of annual school pictures. Although some grade schools now have “picture day” three times per year.
If you played sports or were involved in any other organized activity when you were young then you had probably many more official pictures.
When you add graduation and prom pictures, driver’s licence photos, passport pictures and maybe even a few police mug shots :-) then you’ve had a lot of official portraits made. And many of those probably had fake, forced smiles.
I’m pretty used to people not liking having their picture taken. I mean, if you do like to have your picture taken, I worry about you.
— US photographer Annie Leibovitz
When I worked at a Toronto daily newspaper, there were occasions (but thankfully few) when I had to get a “last photo” (aka “a pickup”) from the family of someone who had just died as a result of crime or mishap. It was always amazing, yet sad, when a person’s last photo was either a school picture taken a decade or more earlier, or a driver’s licence photo.
While some folks make it a point to get pictures done regularly, others would sooner go to a dentist for a root canal. Funny how many photographers are in the latter group.
Now to the real point of this post.
Many professional photographers shoot business portraits. “Executive portrait” not only sounds more prestigious but it also sounds more expensive, doesn’t it?
Having business photos done is often perceived by company employees to be the adult version of school picture day. But business portraits do serve a real and valuable purpose.
The cliché but still accurate phrase is “image is everything.” The easiest way to boost business is to look and act professional. Connecting with the customer is more important than just having a good product or service.
Shouldn’t a well-run and professional business be represented by well-produced, professional photography? If a company couldn’t be bothered to present their own employees in a good light then how will that company treat its customers?
Business portraits have many uses:
• Media handouts. If the media isn’t requesting pictures of your executives then get a new public relations agency! The media will more likely use a professionally-produced portrait, and use it bigger, than a snapshot.
Every press release a company issues should be accompanied by photography. While a headshot isn’t always the best choice, it is the minimum requirement for a press release. A picture increases the chance an article will be read by 300%. Now you know why newspapers use so many little headshots.
• Trade publications, conference programs, presentations, annual reports and articles submitted for publication, all require quality portraits. A professionally-produced portrait adds value to your published work.
• Web site. This should be a no-brainer. Businesses should put a face to their online presence. Customers want to know with whom they’re dealing, especially in these online, click here, automated, push-3-to-leave-a-message, times. Customers buy from people not from offices and not from corporations.
Earlier this year, I received a request from an insurance company to do portraits of its key people for use on their web site. The communications director said he was embarrassed that none of the people shown on their web site actually worked at the company because they were all stock pictures.
Why do some businesses present themselves to the public by using pictures of fake employees, pretend executives and even imaginary offices?
Things to know before your business portrait:
• Avoid wearing white, bold colours or anything with strong (or just plain weird) patterns. A white shirt under a dark jacket is fine. The only point of interest in a business portrait should be the person’s face and not the purple stripes on their yellow shirt or the bright pink flowers on their blouse.
• Short sleeves are always a fashion faux-pas :-) . You may have arms like an champion athlete but the picture will be out-of-season for at least half of the year. Plus, it’s important to keep the focus on the face and not the arms.
• No low-cut necklines, strapless tops, t-shirts or collarless shirts. No turtlenecks, hats or flamboyant jewelry, either. Also, it should be obvious but, no Christmas sweaters with elves and reindeer. However, if your business makes nothing but low-cut, strapless Christmas sweaters and elf hats, then we might do portraits with those.
I once photographed a company president who insisted on wearing a black leather jacket and sunglasses. They paid me a second time to come back and reshoot the picture after the executive realized how silly he looked.
• A plain, neutral background should be the first choice. If employees are each photographed on different dates or locations by different photographers, a plain, neutral background is easy to match by any photographer. This will give all the portraits a consistent look. This type of background will never go out of style, will convert perfectly for black-and-white use, will blend with any colour of web or printed page, and can be easier to drop out, if required.
• A smile is absolutely necessary. It really is. Not a huge toothy grin but an expression that shows you’re approachable, friendly and positive. Even the worst, over-spending, caught-with-his-pants-down politician smiles on their re-election signs because they know it will help win public opinion. The secret is smiling with your eyes.
A quick word about retouching pictures. Yes it can be done but it should be done with restraint.
If you just came back from vacation and have a sunburnt face or a very dark tan, wait a few weeks before being photographed.
Transforming your thinning grey hair into a full head of black hair may not be the best strategy. A good portrait should show you in your best light, not your best dream.
It’s in the photographer’s own best interest that you look your best and that you like your finished picture.
Your business portrait will not only create and emphasize a positive, professional image but it will also pay for itself by winning your customers’ trust and respect.
