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Every day we see advertising that uses photographs, we see them in our magazines and newspapers, on buses, on street furniture, on billboards and even the packaging of goods we buy. This is commercial photography.

Why is it so important? Well anybody may be able to produce a single great photograph (perhaps more through luck than judgement!), but when it comes to your advertising, and the need to get the best possible photograph to illustrate and sell your service or product, you don't want to take any chances.

Commercial photographers are photographers who have learnt their craft and know how to use position, lighting and backdrops to produce the best results. A commercial photographer has the skills not to have to rely on luck.

Some photographers specialise in the form of commercial photography they undertake, such as:

• Architecture / Building photography


• Event & PR photography


• Fashion photography


• Food & Drink photography


• Industrial photography


• Interior photography


• Portrait photography


• Product photography

Whilst others my undertake a number, or even all, of these different forms.

If you are planning some promotional activities consider what benefit you may derive from hiring a commercial photographer. Be sure to be absolutely clear in your own mind what you are looking to achieve, including exactly how you see the photograph being used, as you will want to be able to brief any potential photographer with what you have in mind, so that the brief and reproduction size is clearly understood. This should include any views you have around what you want photographed, background colours, angles etc.. That said, you should remain open to suggestions from the experts with whom you then speak, after all it is their experience in getting the right shot that you are hiring.

Also think about other related services that you may need, other than the shots. Consider whether it is studio work, therefore requiring a studio, is it perhaps aerial therefore requiring platforms, poles or even a helicopter!

As with choosing any supplier you should check out a number of potential candidates, view their portfolios, speak with them and obtain quotes, and take all these dimensions into account in making your decision.

In determining the images you require for your advertising and marketing there is something else you should also consider. Many commercial photographers now sell photographs they have taken either directly or through photo libraries. Do you need a 'bespoke' picture for the promotional activities you have in mind, or could you find and use a picture from a photo library?

Here on The Ad Index we aim to make getting the right picture for you easier, through our directory of photographers who can help with your commercial photography, as well as a directory of photo libraries.