What Is Considered Commercial Photography

You’ve likely heard the term, commercial photographer, but weren’t sure exactly what it entailed. In particular, many believe that commercial photography and advertising photography are interchangeable phrases. (They’re not.)

So, what is considered commercial photography? The short answer is that it’s photography that’s focused on a product, service or other relevant element of a business. Think of it as a form of visual communication that’s telling a story in a frozen moment of time.

I’ll share with you some examples, how it’s used, what photographers looking to become skilled in this sub-field should focus on and what considerations both photographers and clients should take into account prior to, during and after a commercial photoshoot.

Examples

There are several types of commercial photography. Here are a few of the most common ones.

Fashion Photography

Fashion photography focuses on various types of clothing, bags, home decor items and anything else that can be defined as fashion. In many cases, one or more models are included in these photos as they wear, hold or are amidst fashionable items and scenes, but that’s not a requirement.

Portrait Photography

Portrait photography focuses on capturing a person or a group of people and their personality and mood. Although this can be done in just about any setting, a common example of commercial portraits is wedding photography. Real estate agents and lawyers also get portrait photography done as part of their marketing efforts.

Headshots Photography

Headshots photography differs from portrait photography in one important way. Here, the intent is to simply take high-quality professional pictures of individuals with those images then placed in places such as a company’s website or a LinkedIn profile. Actors are amongst those who get headshots taken.

Product Photography

A common example of commercial photography is product photography. This can feature just about anything, ranging from a bowl of cereal to a car. Whatever is that focus will be shown in the most complimentary way possible with factors such as lighting and placement being of high importance.

Real Estate Photography

Real estate photography is usually used by those with a home to sell, but that’s not always the case. Regardless, the focus here is on showing the living space in a well-lit and clear manner so that viewers can get an accurate sense of what it’s like to be inside the structure. Its exterior is often captured as well.

Architecture Photography

Architecture photography is similar to real estate photography. The main difference is that this type is focused more on the aesthetics, on the artistic creativity that went into building the structure. Viewers of these photos should receive a sense of its atmosphere and functionality as well as of its design.

Food Photography

In many cases, the star of the show is food, and images taken while engaging in food photography are often used in magazines and on menus. Regardless, the intent is to convince those gazing at these images how tasty the food will be. That said, be sure to accurately portray the food’s appearance and texture.

Lifestyle Photography

The focus of lifestyle photography is less so food, a building or a person. Here, the intent is to, in a way, create a scene – i.e. tell a story with the photo. For example, show how someone’s using the new iPhone to enhance their life, or create an image of real estate that’s adorned with Halloween decorations.

How Is Commercial Photography Used?

Commercial photography can be used in numerous ways and in a variety of promotional materials.

Brochures

A brochure will often have commercial photographs included in it. An example would be one that’s focused on a vacation spot; perhaps it’ll display a bicyclist who’s riding along a path adjacent to a beach. Or maybe a type of real estate photography involving a hotel room will result in those images being used in a hotel brochure.

Packaging

Commercial photographs can be used on the packaging of that item. A common example would be an image of food on the packaging that surrounds it. Also, portrait photography or headshots photography could lead to one of those images being placed on the inside back cover of a New York Times bestseller.

Websites and Social Media Platforms

Of course, websites are common destinations for commercial photographs, and the same can be said for social media platforms, such as Facebook and Instagram. Keep in mind that these images may be utilized in digital marketing as well – i.e. on advertisements that are placed on websites and social media platforms.

How Is This Different From Advertising Photography?

What’s the difference between commercial and advertising photography? In a lot of ways, these two types of photography overlap, but there is one significant difference between them.

Advertising photography is more creative in nature. Yes, there’s plenty of creativity being utilized in commercial photography, but with advertising photography, that and evoking emotions are the prime focuses. In many cases, a lifestyle’s being sold to the viewer more so than the product itself.

Note that advertising campaigns can utilize both types of images.

What’s Needed for Quality Commercial Photographs

Several things are needed from the client as well as from the photographer to ensure that quality commercial photographs that meet the intended vision are produced and delivered.

An Understanding Between the Client and Photographer

It’s important for the client and photographer to be on the same page as far as vision and other elements are concerned. Focuses of these discussions could include potential photo-shooting locations, existing or intended branding, the target audience and where these images will likely be used.

Photographer’s Creative Vision

It’s always best if the photographer goes into the process with creative visions that could work prior to narrowing those options down and incorporating or prioritizing the client’s.

Photographer’s Technical Knowledge

For a photographer, having a deep understanding of the equipment being used will play a role in setting themself apart from their peers. This is primarily because this knowledge will result in higher-quality images being created as well as the shooting process being completed in as timely a manner as possible.

Photographer’s Post-Production Expertise

The post-production process is essential to the creation of quality commercial photos, and this is an area that photographers should focus on as well. Also note that increasing this knowledge will help professionals more effectively take those images – i.e. in ways that reduce post-production work.

Photo-editing software can help with this process.

Considerations for a Photographer

For a photographer, there are several considerations that should be taken into account before and during the taking of commercial photographs.

Mood

With the client, determine what type of mood is intended for the shoot, regardless of if people will be pictured. For example, even if it’s food that’s having its photo taken, you can discuss the colors used, the lighting that’ll be utilized and what angle it should be shot from.

Also be flexible as on-set inspiration can present a fresh idea that could be perfect.

Lighting

In a more general sense, ensure that lighting will fit the shoot and be effective. If it’ll take place inside, research what lighting setups will be there, and bring artificial lighting sources. Conversely, if the shoot will be outside, you should determine what time of day will result in the best lighting conditions and be prepared to adapt to changing weather conditions.

Costs and Pay

Make sure that the costs of everything have been accounted for in your pay. For example, include the expenses of necessary equipment, facility rentals, your own travel and location permits. You should also be clear that the final price may fluctuate some, depending on if unexpected but necessary expenses are incurred.

Building a Client Base

It’s usually a challenge to build a client base in commercial photography, and many photographers begin their focus elsewhere, building their portfolio website in that way. A step that many aspiring commercial photographers also take is to be a photo assistant as this builds connections as well as direct experience.

A steady and generous revenue stream can develop from this, but it’ll likely take work and time to get there.

Legal Considerations

Both photographers and clients should make sure to keep legal considerations in mind.

Most significantly, will these pictures be solely for personal use, such as is often the case for wedding photos, or will they be utilized in a promotional manner and require a commercial license? And in the latter case, should you two agree on a licensing fee that results in a one-time usage or a charge per use?

Other considerations include how long any images may be used, how they may be utilized, if a photo credit will be added to them and who owns their copyright. Also ensure that all applicable model releases and property releases have been filled out and signed.

Importance of Hiring a Professional Photographer

Are you considering a Miami photographer for your commercial photography needs as you look to increase your brand recognition and communicate your brand values through photos? I’ll ensure that your vision is met with high-quality images.