Q&A with Mark Losey of Losey Photography

Dynamic Custom Photography That Won’t Break the Bank

We sat down with Mark Losey, a nationally recognized professional photographer who recently moved to the Triangle from California. Mark’s expertise spans the entire gauntlet from sports, lifestyle, action, product and corporate photography and we were lucky enough to have the chance to capture some of his insights and advice that will help you breakaway from the cookie cutter world of stock photography.

Q: Businesses spend a great amount of time and money keeping their websites interesting and up-to-date. Photography is a key component for many. What should businesses keep in mind when shooting photography for a website vs. a traditional print/collateral piece?

A: Businesses should think in two categories, utility and beauty. A utility photo is primarily for web, and a beauty photo is the highly detailed image perfect for a catalog, ads, etc. That said, since more consumers today see web images than catalogs, even the utility images should be as clean and detailed as possible. Consumers don’t differentiate by saying, “This must have only been photographed for the web.” To them, marketing materials are marketing materials, and you should always try to put the best “face” on your company as possible.

Always have your images shot at print resolution as well no matter what your current needs are. If you shoot something at 72 dpi, you’re stuck with screen resolution. If a distributor or trade publication requests an image for print, you have nothing to offer. Keep that in mind even if you have to shoot a web photo yourself.

Q: If a client is working with a limited budget, what can they do to make the most of their time with you? What should the client do pre-shoot, during the shoot and post-shoot to be most productive?

A: The most important thing is to communicate expectations before a shoot. If you need to produce a high-volume of images in a day, the photographer needs to know up front so he can allocate the right amount of time per photo. The more time a photographer has, the more creative of an image he can create, but if that’s not the goal, everyone needs to know from the beginning.

Another helpful aspect is to discuss types of images you’re looking for. Bring along any photos that are in the direction you want to head. In no way should you try to copy something else, but the more a photographer understands what you’re looking for, the better he can deliver. Of course, giving a photographer complete creative license is always great, but not always practical.

Other than that, organization is the key to getting a lot done in a short amount of time. Be sure that the right people/products are ready to go, and stay positive.

Q: What should the client expect from their photographer?

A: In my opinion, quality, creativity, and professionalism. You should be able to evaluate quality and creativity from a portfolio, but a photographer needs to understand how to work well with a wide range of temperaments, and his goal on a shoot needs to be to deliver exactly what the art director is working for. A photographer with his own agenda doesn’t always work out best.

Q: How should one go about choosing a photographer for their specific project? (websites, meet & greets, references, etc)

A: Just come to my website and you’re set—just kidding. Definitely check out any and all photographer’s websites that you’re aware of. When flipping through, don’t only look for photos similar to what you need to produce. Look for someone with those capabilities, but with some images that really stick out to you—everyone has different styles and tastes. Websites can give you an indication of a photographer’s professionalism, but spend ten minutes on the phone with them and then trust your gut. If something doesn’t feel right, it probably isn’t.

Q: What are 3 things to discuss when hiring a photographer?

A: By the time you have a photographer on the phone, you’ve already evaluated his work. Here are a few things to ask to make sure you’re both working from the same page.

(1) Digital or film—Today’s high-end digital cameras are capable of producing incredible results. Some photographers have gone digital-only, so if you’re still addicted to film, talk abut this ahead of time.

(2) What’s the maximum size you plan on using the image—if your image may end up on a billboard, let the photographer know. If you’re planning on 4” x 6” catalog images, ask for resolution up to 11” x 14”. Always plan for more than your current needs.

(3) Are you buying certain rights to the images, or are you buying all rights? Many photographers bill in different way, so address this ASAP.