How to Create the Perfect Photo

August 31, 2010 | Mark Goldstein | Photography Techniques | 10 Comments | |
How to Create the Perfect Photo Image

The second type is that our mug is the latest and greatest, most sophisticated and stylish mug ever created and we need to sell a million of them. To do this, we will convince you the consumer that everything that I just said about our poor old mug is true. And to do this I might need a studio set made or maybe I might like to shoot it on location, let's say, somewhere sunny.

Maybe the mug would look great resting on a palm tree with an idyllic beach scene in the background and some perfectly formed models walking along behind it, and crystal blue waters lapping at the edge of the shot. I need to emphasise the mugs best points and hide its worst (but if you asked me directly, I'd say this mug has no bad points). My objective is the second you lay your eyes on the billboard poster you say, "wow, that's the mug for me" and then go out and buy it!

There is a lot of work that goes into option two and it can be broken down into the following steps:

The Brief: Confirming the client's objective.

How to Create the Perfect Photo

Styling: Discuss and present to the client tonal styling, and what style of image is appropriate for this. HDR, cross processed etc

How to Create the Perfect Photo

Recce: Find the right location or set.

Permission: Make sure all clearance and IP (Intellectual Property) has been agreed.

How to Create the Perfect Photo

The Shoot: Production of the image

How to Create the Perfect Photo

Studio Shoot: There may be additional elements required for the retouching stage.

How to Create the Perfect Photo

Retouch: Both elements are brought together and then retouched to bring in line with the brief and the agreed styling.

Presentation: The final shot (main image) is presented to the client.

Photography is very important and the power of a good image should never be underestimated.  A good image can change our outlook in the quickest of moments. It can stop us from drinking or smoking, it can make us desire and buy. Or, it can just make us stop and ponder. Either way, it forces us to engage in its subject and form our own opinions. It does this by doing what it was created to do…be seen.


Lee Hampton is the Creative Director at ZULU. He originally started his working life in the bright lights of London working on clients such as Colgate Palmolive, BBC, Sony and Twentieth Century Fox.

He now passionately strives to deliver the same level of creativity and quality to the midlands, working with clients such as HBOS, Halifax, Birmingham Midshires, Ernst Young the NHS and Local Authorities such the Environmental Partnership.

Lee has a Masters Degree in Visual Communication and is also a qualified secondary teacher and lecturer and has worked in the industry for 15 years.


Entry Tags

photo, image, how to, photograph, shoot, perfect, picture, ideal, photo shoot, photo-shoot, perfection, advert, advertising, commerical

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Your Comments

10 Comments | Newest Oldest First | Post a Comment

#1 Sean

And they say the camera never lies. Really interesting article, I like the Mug analogy. Seeing the various stages develop is great, I haven’t seen that before.

4:55 pm - Tuesday, August 31, 2010

#2 Tom

A great article and some really nice shots to demonstrate the points. It’s interesting to see how the final shot has been able to capture a similar atmosphere to the photos which were presented to the client during the styling process - surely a sign of a successful shoot?

I’m sure lots of designers will be telling their clients to have a read of this article, just to show them how much is involved!

5:12 pm - Tuesday, August 31, 2010

#3 Emily

What an interesting article! I never realised so much was involved with a photo shoot. The stages of photoshopping the image were good to see. Just shows what professionals can achieve. Good stuff. More of the same please :)

5:53 pm - Tuesday, August 31, 2010

#4 Trudi

Good article - something the lay-person can understand to see how much goes into a photoshoot - the result being a very clever ad - so clever with even the reflection of the mouse-trap on the car next to it!

8:20 pm - Tuesday, August 31, 2010

#5 Peter

What an interesting article. It certainly reveals how complex it is to arrange a photoshoot and to do the post production work!

9:56 am - Wednesday, September 1, 2010

#6 JJ

Great article, it gives an insight into the collaboration between, creative, photographer and retoucher. It also shows that there are still companies out there doing things properly and taking pride in their work.

11:49 am - Wednesday, September 1, 2010

#7 Mike

Good article, can’t really see the detail in the retouching stage, it would be interesting to see exactly what changes happened.
Otherwise I thought it was very interesting and relevant.

10:42 am - Thursday, September 2, 2010

#8 Owen

Great article, I actually had a maternity photoshoot two weeks ago and I find your advice for getting ready beforehand was great!
I ll be sure to include some of your tips in my next blog post on Maternity photoshoot!

7:08 am - Tuesday, March 19, 2013

#9 Martha

Create a perfect photo needs knowledge and creativity. You can take excellent photo if you have knowledge about the technique and if you are creative.If you want to take breathtaking photographs and amaze people with your skills, you need to learn and practice a lot. I learned almost everything to skip the amateur photographer stage with this website. You should take a look at the great information.;/photography-tricks-and-techniques-learn-advanced-photography.html

3:02 pm - Monday, May 27, 2013

#10 Clipping Path

Image editing is our passion_

5:28 pm - Friday, November 6, 2015