Photography customers spmetimes ask about post-processing. What is it and why is there a fee for it?
Most professional photographers either charge separately for post-processing or they build it into their overall photo fee. Listing it separately allows a client to see exactly where their money is going.
Post-processing is the computer work required to change an out-of-the-camera digital file into a good usable photograph. Think of it as polishing a photo to help look its best. It’s one of the many things that separates professional photography from amateur.
Why is it necessary?
The pictures from my cellphone look great without any editing.
Pictures from a cellphone camera are good enough for casual viewing. Beyond that, all digital files need some work before being used for web or print, especially for business and advertising use.
How important is your corporate image? Why spend all that time and money designing a web site, annual report, brochure or advertisement, and then use only half-done photography? Pushing a camera’s shutter button only starts the picture, it doesn’t finish it.
Many photographers shoot in “raw” format which allows for premium image quality. Converting a raw file into a usable format takes a few minutes.
Each image may also require adjustments to colour, contrast, brightness, saturation and sharpness. Digital pictures also require a caption and other IPTC information to be added. This allows the pictures to be properly archived by the customer and photographer. Some customers may also need special keywording to suit their computer system or business needs. This takes a few more minutes.
A photo might require, say, only five minutes of work. But if the customer has selected 50 photos, then that becomes over four hours of computer work. This is why there’s a charge for post-processing. It compensates the photographer for their computer time and creative labour.
If a customer requests that some photos be retouched, then more time and more expertise are required. Retouching modifies or enhances the content of a photo to emphasize or hide some details, or to add or eliminate information.
Due to ethical reasons, news photos, public relations photos and some other editorial images should receive only limited post-processing and no retouching.
Retouching
Photo retouching is sometimes requested for business portraits and is frequently requested for advertising and marketing photography.
Retouching can eliminate distractions such as power lines, telephone poles, scratches on the product, burnt-out light bulbs, holes in the carpet, etc. It can also be used to give nature a helping hand: make the sky bluer, the grass greener, a sunset more red.
Almost anything else a business might need can be done with retouching: change a yellow tie to dark blue, remove a recently fired employee from a group picture, make the store sign stand out more, replace the old logo with the new logo.
Can we do the editing?
Can you just send us the original pictures and our guy will do the computer work?
Except for ad agencies and some graphics and design companies, most businesses do not have the proper software, the calibrated computer monitors, or the expertise, to properly edit pictures.
Digital files from a camera are considered “proofs” just like the little 4×6 prints you used to get from the photofinishing store. Good enough for casual viewing and scrapbooks. But not good enough for business or professional use.
Post-processed pictures are like good quality prints that you’d be proud to hang on a wall.
Retouched photos are refined pictures that exceed your expectations.
The photography that you use reflects the quality and perceived value of your business. Proper post-processing and, if necessary, retouching, will create photos that can enhance your business image.
