A complete guide to commercial photography

When it comes to professional photography, there are numerous fields you can pursue to earn good money. However, it can be challenging to make a living as a full-time professional photographer.

With digital cameras making it much more accessible and the Internet and social media allowing people to easily show and even sell their photos, companies, magazines, and newspapers have a much larger pool to dip into.

The days of making a living from stock and editorial photography are all but gone. Selling your work as wall art prints is still a viable avenue, but again won't pay the rent. However, one genre of photography that still has the potential to bring in the bread is commercial photography.

 

What is Commercial Photography?

Essentially, commercial photography involves shooting imagery designed to promote and sell a product, service, or idea. Unlike other genres, commercial photography is not purely a creative outlet but is more linked to commerce, advertising, and marketing. The main aim of each image is to convince the viewer to buy something.

As a commercial photographer, you are not shooting for yourself or what you love. You are shooting purely for the client and will be guided by the client's requirements and brief. While you do, of course, have some scope for your own creative ideas, they must align with the client's needs and ideas. Ultimately, the client will have the final say.

Commercial photography is probably the most lucrative genre of professional photography today. Land the big ones, and they will definitely pay well, so long as you deliver the results and quality they are looking for.

 

 

 

Different Types of Commercial Photography

Commercial photography covers a variety of specialties, each catering to specific niches and client needs. Here are some of the most common types:

 

Advertising

Advertising is the most prominent form of commercial photography and offers the highest chance of finding a client. Advertising is everywhere, and everyone selling a product or service will have to advertise or promote it in some way.

Advertising and photography go hand in hand, and it's here that you are most likely to find clients willing, or at least accepting, to pay good money for high-quality photography to showcase their brand.

Advertising photography often involves elaborate productions, creative concepts, and meticulous attention to detail. Advertising photographers collaborate closely with art directors, copywriters, and marketing teams to bring campaigns to life across various mediums, including print, digital, and outdoor advertising.

 

Products

Product photography is in very high demand, especially these days, with e-commerce, online promotion and marketing going through the roof.

With more and more businesses selling via the Internet, the need for high-quality product imagery is increasing yearly. However, not all product photography will be used online. Consider printed media, such as brochures, catalogues, and billboards.

A product photographer must skilfully highlight the features, textures, and details of the items they are photographing. Clean backgrounds, strategic lighting, and attention to composition are key elements in product photography. The aim is to showcase the items in their best light and make them compelling to potential buyers.

The upside is that you can easily set up a home studio, and in many cases, your clients will send you the products to photograph. For others, you will likely have to visit the company and shoot onsite.

In this case, you would need to invest in some portable lighting equipment and backdrops. If you really want to make a go of it and get enough regular high-paying clients, you could even build a mobile studio.

 

Fashion

Fashion photography is yet another lucrative avenue to pursue as a commercial photographer. Like product photography, you are trying to create images that will entice the viewer to buy those clothes.

Whether it's high-end fashion editorials, catalogues, or e-commerce imagery, fashion photographers capture the essence of brands and designers while accentuating the aesthetics and narratives behind each collection.

Unlike product photography, where you often shoot inanimate objects, you will work closely with stylists, makeup artists, and models to achieve the desired look and feel. So, you will need to be a people person with a good eye for style and fashion.

 

Food

Food photography usually involves the combined input of the photographer, art director, food stylist and more. Whether it's menus for restaurants, cookbooks, or food styling for advertising campaigns, your job will be to create an image that will evoke cravings and convey the taste, and texture of dishes.

Lighting, composition, and styling, along with a few little tricks such as a wide-angle to make the food look larger than life, play pivotal roles in capturing the essence of a dish to make it look simply irresistible.

 

Corporate

Corporate photography is a great option if you love photographing people. It can also pay well if you bag some of the larger companies. Businesses use corporate photography for branding and marketing.

Examples include corporate headshots, event coverage, and corporate lifestyle. Corporate photographers collaborate with companies to convey their company culture, values, and achievements through compelling images that will influence clients or business partners.

 

Architectural and Interiors

Architectural and interior photography focuses on capturing the design, aesthetics, and spatial qualities of buildings, homes, and interiors. Options include photographing properties for real estate agents trying to sell or rent, architectural landmarks, or interior designs.

Architectural photographers often collaborate with architects, interior designers, and real estate professionals to capture spaces in their best possible light.

 

Cars

Car photography, or automotive photography in general, can also be a lucrative avenue to pursue. Whether it's adverts, editorial spreads, or showroom imagery, car photographers capture the beauty, performance, and craftsmanship of vehicles.

You can employ various techniques such as motion blur, lighting effects, and creative compositions to convey the excitement and allure of driving the car in question. Your clients can be car makers or car dealers.

 

 

 

How to get into commercial photography

Being a professional photographer is about more than just your photography skills. It also requires a combination of artistic talent, technical proficiency, business acumen, marketing, and networking skills. Here are some steps to help you get started:

1.      Get your skills up to par

This is a no-brainer, really, but start by honing your skills, not only as a photographer but also in the genre of photography you plan to pursue. Be sure to master camera operation, exposure, composition, and lighting techniques so you will be able to work fast and produce the best results. Without the skill and talent, you won't even get your foot in the door.

2.      Education and Training

While a degree in photography is not necessary, attending courses or workshops can provide valuable knowledge and hands-on experience. Get plenty of practice in the field you plan to pursue. One of the best ways is to get a job as a photographer's assistant. Learn from the pros, then build a great portfolio of your own that you can show to potential clients.

3.      Develop a Unique Style

Developing a distinctive style can help distinguish you from other photographers in the industry. This can be particularly important when trying to break into more competitive areas of commercial photography. Your uniqueness will be your selling point.

4.      Network and Collaborate

Networking is paramount in the competitive world of commercial photography. Attend events related to the industry you are targeting, and reach out to potential clients. Building relationships with art directors, marketing professionals, and fellow creatives can lead to valuable opportunities and recommendations.

5.      Market Yourself

These days a lot of potential clients will search the Internet looking for commercial photographers. So it's important to create a professional website that shows your portfolio, bio, and contact information.

Make sure it is well-optimised for SEO. Utilise social media platforms such as Facebook, Instagram and LinkedIn to promote your work and connect with potential clients.

 

Make a full-time living from photography

Commercial photography is a multifaceted genre that combines artistic creativity with commercial objectives. Whether you're capturing the allure of fashion, the tantalising flavours of food, or the sleek design of motor cars, commercial photography offers endless possibilities for creative expression. It is also the best way to earn a decent living as a full-time photographer.

 

Specialist photography insurance through Ripe

Commercial photography is a great way to build a lucrative career in the photography industry. Once you’ve got all of the equipment you need, investing in photography insurance can be a good way to protect your equipment should the worst happen.

At Ripe, we arrange bespoke cover that can be tailored to fit your exact requirements, so you only ever pay for what you need. Insurance through Ripe protects your equipment from theft and accidental damage, so you can continue your shoots with peace of mind. 

Learn more about specialist photography insurance or get an quick online quote today.