A potential corporate client called to say they were looking for a photographer who could match the look of their previous business portraits. The company needed some new employees photographed in the same way as its existing pictures.
Matching previous business portraits is a common request. It shows the company understands the importance of being consistent in its corporate communications. Consistency shows stability which enhances corporate credibility.
It’s usually easy to match the look of previous business portraits and most professional photographers can do it. But just to be sure, I asked the company to provide samples of its previous portraits.
Oiy!
The previous pictures were shot against a canvas background with green-blue-yellow diagonal streaks. There was no way I could (or would) reproduce that.
The lighting in these previous portraits included a small, front flash that produced distinct shadows on the face and background. A strong sidelight glared off the side of the person’s head. There was no way I would ever reproduce that.
As diplomatically as possible, I suggested to the company that the lighting and background of their previous pictures weren’t the most flattering. I offered to produce new, modern-looking business portraits of everyone. But if they really wanted to reproduce that previous look, I was not the photographer for them. The company never called back.
Last week, I received a similar request from another business which sent copies of their previous portraits that had to be matched. These pictures were shot outdoors with available light in front of some bushes outside the company’s head office in Seattle.
I went to look at this company’s Toronto office building where its new business headshots had to be photographed. There were no bushes, no trees, no plants; just concrete, steel and glass. Since the new pictures have to match the previous business portraits, the company really, really wanted bushes in the background.
Trust is built with consistency. – Lincoln Chafee, US state governor
Most corporate photographers know that companies need to have a consistent look in their business portraits. If for whatever reason that’s not possible or desired, business headshots can have a consistent feel or style. But this requires some preplanning by the company.
When a professional photographer produces business portraits, they will use a reasonably standard setup with regards to background and lighting. Not only does this guarantee flattering and versatile photos, it also means that this look can be reproduced by other photographers in the future.
