Monthly Archives: January 2010

Freelance & Business | Pricing Wisely so You Won’t Starve

This one is directed at the photography community, but if you’re someone who would consider hiring one in the future you might find this of interest as well.

So you’ve shot for quite some time as a hobbyist, got yourself a portfolio going, and are finally beginning to charge for photo shoots and you’re wondering how you should set your rates. If you’re like most people starting out you’ll choose to offer your services at rates much lower than the market average and you’re wiling to give a lot as well: e.g. all your images in high res. as opposed to a few.

Although it might make sense to some degree to charge little hoping that your clients will be attracted by cheap prices, this system is probably the last you want to consider.

Here’s 7 reasons why*

1. You’re competing on cheap prices as opposed to quality. Your cheap pricing becomes the main selling point of your photography and not how good your work actually is. Unless you  don’t believe in the quality of your work (if that is the case then maybe you shouldn’t be charging at all), you should consider setting your rates to something that’s proportional to the quality of your images. Remember you’re not just doing it for money but for yourself too, because how are you supposed to value your own work when you’re charging the same rates as that $50 head shot photographer on Craigslist?

2.   The majority of photographers out there compete on price, and there are a ton of them. All you have to do is visit the “creative services” section in Craigslist on any given day to find out just how many so-called professional photographers there are and how little they’re willing to charge. You’ll even find some who are willing to shoot for free, and how on earth are you supposed to compete with them? The answer? You can’t so don’t even try.

3.   The clients you attract aren’t going to pay you much. There’s a saying that goes “you’re the average of the five people you spend the most time with.” The same principle applies to your income. You’re only going to make as much as what your clients are capable of paying you, and if you continually book clients who value quantity over quality, you’re going to remain a starving photographer for a long time. I’ve heard people try to argue that if you charge less you’ll have more clients flocking to you in droves, but based on my experience and what other professional photographers have told me, this is very rarely the case.

4. You’re not Walmart. Although I haven’t seen it myself, Walmart apparently offers very affordable photography services to its shoppers where the former doesn’t make any profit. So how does Walmart get away with it? They charge ridiculously low prices for one type of service (referred to as loss-leaders) and make money from other products. IKEA does this too with their $1 breakfast (which is awesome btw). Sure they might lose $2 on those eggs, hash browns, and sausages you just had, but if they make a profit of $10 on something else you end up buying as a result… you get my drift.

5.   You’re killing your own market. If you price low, then many of your competitors will price even lower, and the cycle continues until everyone is bankrupt and ends up losing. This is a very basic marketing principle that you should remember.

6. Most clients trust price over quality of work. In a perfect world, we’d be able to completely rely on clients to determine what constitutes bad photography and what constitutes good photography. Of course, this is rarely the case. When people lack the expertise to distinguish the awesome from the mediocre, they’ll default to an indicator they trust: price. So if the images of two different wedding photography studios was perceived as being equal in terms of photographic talent but one charged say 25% more than the other, who do you think is likely going to get hired? You bet, the guy who charged more. Why is this the case? Because people typically value confidence and quality over price.

7. What you charge won’t even cover your Cost for Doing Business (CDB). To a lot of photographers, earning say $50 for a one hour portrait session sounds appealing. Of course, what clients usually don’t realize is what goes on “behind the scenes”. The time you spend uploading your images, retouching them, putting them onto a CD, and not to mention all that time you spend traveling and writing emails.

But it doesn’t end there.

Your website, business cards, magazine subscriptions, taxes, accounting fees, studio rental fees, insurance, camera equipment and the depreciation of it after repeated use; these are all costs you may need to pay for when running a photography business. And if you ever hope to break even, let alone make profits, you should find out what your CDB is and set your prices accordingly. If you’re used to competing on price, it should turn out to be a number that should scare you. How appealing does that $50 sound now?

__________

Anyway if I didn’t make this obvious enough already, my take-away-point is this: set your prices to what you believe you’re worth and use the extra income from each gig to provide nothing less than amazing service. In the end you want to be known for quality and not quantity.

*Although much of what was written here is experience-based, I am also indebted to David duChemin’s book “Visionmongers” for much of my insight.

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FAQ | What lenses should I buy?

Lately I’ve had a lot of people asking me about what lenses to get now that they’ve purchased their first SLR for the purposes of taking better photos. I’d say that one of the first issues to address is that although more and more people lately have been getting their hands on their first ever SLR, most fail to take advantage of what they’re really capable of. I thought I’d take some time to explain how you use your SLR to its fullest, and after that I’ll give my scoop of what recommended lenses for different genres of photography. Although the terminology I’ll be using below apply mostly to Canon cameras, the principles apply to both Canon and Nikon.

1. Stay away from your camera’s “basic zones” and learn how to use the “creative zones”.

I’m referring specifically to that dial located on the upper right hand corner of your camera which controls the picture settings of your camera. It’s where you find that green rectangle and the pictures–landscape, portrait, macro mode–that represent the basic zones; and the letters–AV (aperture priority), TV (shutter speed), M(anual)–that represent the creative zones.

Whether you’re aware of it or not, this is one of the reasons you purchased your SLR because these settings aren’t present on the majority of point & shoot cameras; therefore, it’s a huge waste if you’re going to stay forever within your “comfort zones”. Although I can’t really go into much detail here (you have your manual for that), the creative settings allow you to manually control things like aperture size, shutter speed. I’m guessing that one of the main reasons you bought your SLR was because of that cool out of focus effect that these cameras are capable of achieving right? Well, learning to adjust the aperture on your camera (AV mode) is the first step to making that happen.

For myself, I barely even touch AV or TV mode let alone go near the basic zones. The reason is because 99% of the time I’m shooting in the manual setting, which gives me complete control of aperture size and shutter speed. I’m not saying this is what you should do. It really depends on how much you want to be in control.

There’s obviously a whole lot more to talk about then this, but for now I’ll just leave you all with that. Moving onto camera lenses…

2. What lenses should I get?

It all depends on what you want to shoot and how you want to shoot it. I myself don’t believe in any “all-purpose-lens” when it comes to photography, even though those types of lenses do exist. They’re the lenses with the really long range like the canon 18-200 mm. Sure it’s nice having such a broad zoom range, but as the saying goes, what you win in quantity you lose in quality. Lenses with such wide focal ranges also don’t perform as well under low light settings.

For what I shoot, my main arsenal consists of a 50 mm, an 85 mm, and a 28-75 mm zoom lens, and whenever I do require something beyond what I have I’ll either borrow it or rent it. When it comes to other genres of photography I may not be the first person to go to, but here’s what I’d recommend:

Fashion:

The classic approach when it comes to fashion photography is to make your subject look as tall and slim as possible, so the longer your lens is the better. Head over to my photo tips series part IV to see why this is the case. Although my longest lens at the moment is an 85 mm, I usually borrow a 100 mm or longer if the shooting space permits. I’m willing to bet that the photographers who shoot for magazines like Vogue shoot with nothing less than a 135 mm in most cases. That being said I’ve seen some impressive fashion photography work done without zoom lenses, but more often than not wide lenses just don’t seem to do the trick.

Headshots:

The same principles apply as to fashion photography, although in this case you might not need something as long as a 200 mm as it might make the subject look too flat. With headshots you want some dimension around the face in order to accentuate facial features. I will use anything from an 85 mm to a 135 mm for headshots.

Portraiture:

Because portrait photography does not have the same commercial based restraints that fashion and headshot photography usually do, the rule regarding using long lenses need not apply here. Your choice of lens should be based on style and personal taste. I myself prefer to stick with primes again because of sharper pictures and more realistic perspectives.

Weddings:

Zoom Zoom Zoom. With so much going on during a wedding, you really can’t afford to always be moving around with a prime lens in order to get in the right spot to take a shot. First off because you need to be shooting all the time. Second, moving around and drawing everyone’s attention is something you should try to avoid. This is why you see many wedding photographers carrying two camera bodies with different lenses.

A good lens combination for weddings is a super wide angle like a 17-40 mm (on a 35 mm sensor) to capture those wide angle group shots + a mid-range lens like a 24-70 mm for everything else. Just remember that if you’re shooting with the shortest end of the ultra wide then you better make sure the bride is in the center of the frame otherwise she’ll be unforgivably distorted. The 70-200 mm is also an amazing lens, but most photographers tend to get tired after carrying around that big canon (like my pun?) for so many hours.

Prime lenses also work well and may be necessary depending on how much ambient light there is (unless you’re going to rely on a flash). You just need to keep in mind that you will need to switch your lens sooner or later. It’s best to work with another photographer in this case so you could simply switch lenses with them instead providing they have what you need.

Outdoor Photography:

Outdoor conditions usually provide for the best shooting conditions because of all the available light, making it possible to keep your ISO low, your shutter speed high, and your aperture at whatever size you want for different effects. Again generally speaking, if you’re interested in landscape, you’ll want a wider lens like a 17-40 mm. If you like to shoot animals, you’ll want to get a tele lens which features a long zoom. My friend who shoots birds owns a 100-400 mm lens and most of his pictures are shot at the 400 mm end. If you’re shooting bugs or flowers, you’ll probably want to get a good macro lens like the 100 mm 2.8.

All of this goes back to what I said earlier, it all depends on what you want to shoot and how you want to shoot it. The suggestions I listed above are what works for me, but who knows if it’ll work for you. If you’re a total newbie in the field of SLR photography and know nothing about lenses, you might want to try borrowing or renting them.

However, in spite of what I said about lenses, I’m going to leave you with this very important saying: DON’T GET HOOKED ON BUYING LENSES. Having thousands of dollars worth of lenses is nice (if you can avoid burning a hole in your wallet), but if you’ve somehow acquired the idea that you need an expensive lens to shoot good pictures, know that this is about as true as saying you need to spend thousands of dollars on clothing in order to look stylish.

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New Years Post | 2009 Photo Favorites

I can honestly say that 2009 was probably the best year of my life in terms of growth and maturity. It’s been a blessing to meet the people I have and the relationships I’ve gained as a result. The many lessons I’ve learned and insights insights I’ve acquired along the way to me feels so invaluable that I wouldn’t trade anyway of it away for the best camera equipment on the market. And now as I think of what lies ahead for 2010, I can’t help but smile because I know that it’s going to be awesome.

As far as photography goes, this year was nothing short of amazing. I feel like I’ve shot more amazing images this year than the previous 3 years combined (not to mention spending more hours in front of the computer touching up photos as a result), and I’m loving my craft more and more with each and every photography related experience, whether it be s photo shoot, photography book or blog entry I’ve read, work from really amazing photographers I’ve looked at, or mentors I’ve spoken to. After all, in the end it’s not about the equipment you have or even how much you know about the rules of photographic composition. It’s about how much you love your craft.

In the same spirit as another photographer friend of mine whose work I follow closely, I thought I’d share with you guys some of my favorite images from this past year. Images that have been branded with the Vivid Moments logo belong to our wedding website which can be accessed in the “links” section.

Raymond Chou Photography | Luke

Definitely one of the best actor's headshots I've taken this year. His eyes say everything.

Raymond Chou Photography | Victoria

I love the softness of this image. The only thing missing from this image is some wind to lift her hair.

Raymond Chou Photography | Aili

Definitely one of my favorite images taken in a studio. The soft mood of this image evokes a feeling of almost complete innocence

Raymond Chou Photography | Yukata Shoot

This was from a Japanese Kimono style creative shoot this past summer. I remember that I walked away with about 27 mosquito bites at the end of the night. Since then i always carry a can of Off-Spray for photo shoots.

Raymond Chou Photography | Girl playing with ball

This adorable little girl saw my pilates ball and just went for it. It made for a nice prop!

Raymond Chou Photography | Baby in Arms

Cutest baby I've shot with my camera to date.

Raymond Chou Photography | Child Walking

I was taking pictures of the entire family and out of nowhere she comes running to me! I was able to steal this shot right before she fell in front of me.

Vancouver Wedding Photographer

My favorite image from this set. The idea to kneel was the groom's. This was taken at Stanley Park.

Vancouver Wedding Photographer

The minute we ran into these colorful leaves we knew something had to stop by for pictures. Taken at Minoru Park.

Vancouver Wedding Photographer

My favorite engagement shot from the set I took with this couple. The weather, colors, and moment was just perfect. Photo taken at Trout Lake in Vancouver.


Vancouver Wedding Photographer

I made an entry about this picture alone a while back. I hope to capture another image like this one day.

Well that’s all! Bless you all and happy 2010!

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