Many photography clients 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.
Here are a few Before-and-After examples of digital post-processing and retouching.
But aren’t pictures ready to use right from the camera? I know the pictures from my cellphone look great.
Pictures from a cellphone camera are good enough for casual viewing. But beyond that, all digital files need some work before being used for web or print, especially for business, corporate and advertising photography.
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” mode which requires special software to open the files. Raw mode allows for premium image quality. Converting a raw file into a more common format takes a few minutes.
Each image may also require further adjustments to colour, contrast, brightness, saturation and sharpness. Each digital picture also requires a full 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 require 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. Yes, this means it costs more. Retouching changes or enhances the content of the photo to emphasize or hide some details, or to add or eliminate information.
Note that due to ethical requirements, news photos, public relations photos and some other editorial images may receive only limited post-processing and should not be retouched.
Retouching is sometimes requested for business portraits, (everyone wants to look 15 years younger). Retouching is frequently requested for advertising and marketing photography:
• To eliminate distractions such as: power lines, telephone poles, scratches on the product, burnt-out light bulbs, holes in the carpet, etc.
• To give nature a helping hand: make the sky bluer, the grass greener, a sunset more red.
• Almost anything else a business might need: change a yellow tie to dark blue; remove a just-fired employee from a group picture; change the colour of a background; make the store sign stand out more; replace the old logo with the new logo.
Can you just send us the original pictures and our guy will do the computer work?
Except for newspapers, ad agencies and some graphics and design companies, most businesses do not have the proper software, the calibrated computer monitors or the know-how to edit pictures. Hint: Microsoft Word isn’t for photo editing.
Digital files from a camera are considered “proofs” just like the little 4×6 prints you get from the photofinishing store. Good enough for casual viewing and scrapbooks.
Post-processed pictures are like good quality prints that you’d be proud to frame and 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.
