Customer Photo Guidelines

British photographer Neil Turner wrote a post on his blog about customer expectations and customer-supplied photo guidelines.

Almost every commercial and PR client had a prepared guide that let you know what they wanted from a commissioned shoot and a few pointers of what they, or their end client, liked and didn’t like in their pictures. These ranged from really helpful pointers about what kind of clothing should be worn for portraits or whether or not images should have unfussy backgrounds through the obvious such as “images should be properly exposed” to the mildly bizarre “avoid any and all references to money”.

– Neil Turner

Photo guidelines from public relations and corporate customers are not uncommon. Some are helpful and others seem to show that the customer has probably never worked with an experienced and knowledgeable photographer.

Photography Guidelines

Photo guidelines and instructions I’ve received from customers over the past five years included:

• From a multi-national investment company:

One formal headshot by our office logo. One casual shot looking out the window showing a recognizable area landscape.

(This sounded helpful until I realized that the Toronto office was located on the second floor of a downtown building. The view from the windows showed nothing but the high-rise building across the street. They asked if I could “use a better window.”)

• An energy company sent its business headshot guidelines:

1) Must be a professional photographer.

2) Must use high resolution.

3) The head should be straight at 90 degrees with no tilt.

4) Eyes should look into the camera.

5) The head must be centred in the photo.

6) The photo must show the entire face. Do not photograph the entire body.

7) No foliage in the background.

• A British company that produces financial conferences had a long list of guidelines which included:

– Photographer must check every two hours with a staff member to ensure that the types of photos taken are what is required.

– Photos of each speaker when they are speaking.

– Close-up photos of delegates using our app on their smart phones and tablets. Be sure our logo is visible.

– Photos of delegates shaking hands and exchanging business cards.

– Photos of delegates networking in a friendly but excited fashion.

– Photos of delegates wearing branded lanyards and carrying branded bags in front of conference signage.

– Photos of delegates networking during refreshment breaks. Delegates should be networking and not just chatting. Be sure branded lanyards and sponsor logos are visible.

– Close-up photos of delegates thinking or being thoughtful. Be sure branded lanyards and sponsor logos are visible.

Stating the obvious

• Instructions like these are common:

Photos must be clear. Be sure that the focus is sharp and the exposure is good.

• From a Toronto real estate company:

1) Photography must be professional in nature.

2) Headshots to be done in front of office logo.

3) Standing poses should show the person sitting at their desk. 10-15 poses.

• An engineering company’s portrait guidelines:

1) All images to be in colour.

2) Head & Shoulder portrait style photo should be a more professional head shot style of photo. Use a light/white background with some subtle shadows. No background texture, objects or items. Body slightly turned from the camera, no shoulders cut off.

3) Full to 3/4 length photo style should have a relaxed friendly stance. People should stand or sit in a position or pose that shows their personality and style.

• A commercial property management company:

All portraits to be taken outdoors in nice weather. The background should show foliage such as trees or bushes. The foliage must not have sharp focus and only the face should be focused.

Vertical headshots to be in Colour. Eyes must look directly toward the camera. A suitable smile is preferred.

Horizontal headshots to be in Black and White. Eyes must look to one side and not toward the camera. A smile may be considered optional but must still be pleasant.

A headshot isn’t a headshot unless it is

• From a Toronto financial company:

Photography should be unique and eye-catching

Headshots don’t have to be headshots per se but should still be headshots

Pictures should show a seamless transition from our website to our office

We’re trying to create a warm feeling and be less abstract

• From an individual:

I need a Linkedin digital photo to upload to my profile. I want something different – maybe use lighting.

Since every photo can be shot in dozens of different ways, it’s important that the customer and photographer be on the same page with regard to how the work will be done. Customer guidelines, instructions or even some sample pictures can be helpful.

Larger companies should have photo guidelines especially when it comes to business headshots. This will help give a consistent look to the company’s marketing.

If all else fails, a customer should be confident that the professional photographer they hired will do a good job. This is because a truly professional photographer has the expertise and experience that a customer needs.