The Language of Business Portraits

Current official portraits of (clockwise from top-left) Angela Merkel, Justin Trudeau, Emmanuel Macron and Donald Trump.

Look at the portraits of the four world leaders. Who looks friendly and approachable and who doesn’t? Who looks comfortable and who doesn’t?
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Let’s Face It

In 1985, the Getty Museum in California bought a rare sixth century B.C. Greek Kouros for $9.5 million. But before the purchase, the museum brought in scientists to examine the 1,100-pound statue to make sure it was authentic.

The scientists used scientific and technical analysis to examine the marble statue. Their conclusion was that the statue was indeed authentic.

But some art scholars also examined the work using their eyes and gut instincts. Their conclusion was that the statue was a forgery from the 20th century.

It turned out that judging the statue on its face value was correct. The statue is widely considered to be a fake.
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Pickles, Cookies and Photo Editing

Why do people living near an airport say they no longer hear the planes flying overhead? Why don’t people working in a sodium-vapour-lit factory notice the orange-coloured lighting? Have you noticed that if you always eat the same flavour of ice cream, you enjoy it less? Why aren’t garbage collectors bothered by the smell?

This psychological effect is called habituation. It happens because your senses naturally adapt to what’s around you.

When you spend a long period of time editing photos, habituation means your eyes will start to adapt to the images in front of you. You’ll lose your point of reference for editing. For examples: you can’t tell if skin tones are too warm or too cold; poorly white-balanced photos may start to look okay; you can’t tell if an adjustment is making the image better or worse; you can’t decide how much Unsharp Mask to use.

This is why, when doing large editing jobs, I’ll make one pass at post-processing the images and then leave the pictures for a day or two before going back to complete the work. As much as possible, I’ll edit photos about 80% of the way and then finish them another day with fresh eyes.

Similarly, after a long day of shooting business headshots, if time permits, I’ll make the proof selections on the following day. I find the extra day allows me to view the raw images more objectively. A long day of shooting anything can really tire your eyes and dull your editing judgment.

Near where I lived, there was once a Dad’s cookie factory located directly across the street from a Bick’s Pickle factory. When passing through the area, depending on wind direction, you could smell either the sweet scent of cookies or the odour of pickles. Some days, you could smell both at the same time ;-)

Having spoken with some of the employees at each company, the workers said they didn’t notice any smells inside their own factory. I thought this was probably good for the pickle people but not so much for the cookie makers.

 

How much should you pay for business headshots?

If you’re thinking of getting a business portrait done, you’ve probably found out that, in Toronto, the price ranges from about $50 to over $1,000. Why is there such a wide price range?

The price of running shoes ranges from $20 to over $300. Men’s haircuts in Toronto range from $8 to about $450. A Toronto hamburger costs anywhere from $1 to $100.

The magic phrase is: you get what you pay for.

When it comes to professional photography, a higher price means that you get more and you get better: better advice, more attention to detail, better editing, better technical quality, better artistic quality and more experience. All these combine to give you a more reliable and more effective outcome.
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Value is a two-way street

Over the past month, I lost photo jobs to:

1) A photographer who quoted $1,200 for a two-day shoot, in two cities 100km apart, consisting of 22 business portraits, 11 environmental portraits and up to 66 finished images delivered.

2) Someone who quoted $1,500 to photograph a four-day business conference.

3) The “best professional headshot photographer in Toronto” who, according to the customer, quoted $3,000 for 120 business headshots. That’s $25 per headshot.

(When you have a quote turned down, try to ask the customer what the other photographer quoted. Sometimes the customer will refuse to divulge what they’re paying but tell them that you’d like to know where your price stands.)

Was I disappointed not to get these jobs? Yes.

Am I upset? No.

I am wondering how these photographers make any money.
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