From content creation and marketing assets to portfolio updates and pitches, there are several reasons that design and architecture firms need to invest in having their projects professionally photographed. But it’s not as simple as point-and-shoot, and the quality of images can make or break your brand perception.
Enter Natelee Cocks, an esteemed design and architecture photographer renowned for her ability to bring spaces to life through the lens.
Here, Cocks shares insights and advice for design firms gearing up to showcase their projects. Here’s what you need to know ahead of your next project shoot to get the most out of your photographs.
Find the right photographer
By selecting a photographer with a style that complements that of your own aesthetic, designers can ensure a harmonious collaboration and the creation of cohesive visuals that accurately reflect their vision. “Invest in the correct photographer the first time, do your research, find the style that suits your work,” says Cocks.
“Yes, it might cost a bit more at first, but it will be worth it in the end. Going with a photographer due to lower pricing can end up costing you double if you’re not happy with the outcome. Photographers charge their rates due to their years of experience in their specialized fields, their equipment, programs and time spent on the post-production.”
Plan ahead
In terms of scheduling, aim to book your photographer at least two weeks in advance to secure availability. “The more in advance, the better,” Cocks advises, acknowledging the necessity of foresight in the industry. By planning ahead, designers can ensure that their photography needs are met promptly, minimising last-minute stress and logistical challenges.
It also important to take into consideration that the time on the shoot is only 60% of the time spent on the images, and post-production takes up the rest. “If a photographer is not shooting they are probably sitting in their office editing,” says Cocks.
Lighting matters
Discussing her approach, Cocks emphasizes the critical role of lighting in her photography. “For me, natural light is very, very important for my photography. I only shoot it with natural light,” she asserts. “If there’s no direct light coming in, space can feel a little bit dull and flat,” she adds, underscoring the significance of proper lighting in creating captivating visuals.
When coordinating with your photographer, provide as many recce images and videos as possible, taken at different times of the day, to establish when natural light looks best. Beyond the natural source, make sure the lighting designers have been to complete their work in before the photographer. “
“Something that a lot of designers only pick up after the shoot is how the lighting looks, the little things that bother them endlessly, like lighting in cabinets where you can clearly see the tone differences.”
Get photoshoot ready
“When I say photoshoot ready, I don’t mean the styling starts when I arrive because that’s wasting time,” Cocks remarks. Attention to detail ahead of time minimizes disruptions during the shoot and allows for a seamless workflow, ultimately resulting in a better outcome.
“Everyone has this idea that Photoshop can fix anything, yes it can fix quite a bit in post-production, but this requires time,” Cocks says. “Keep in mind that additional time spent on post-production, over or above the standard might cost you additionally, depending on the depth of the work.
Photoshop is a tool to think of as a backup, not as a quick fix. It’s better to fix the problem on site, than to spend additional funds on something that could have been done before hand.”
Collaboration is key
Make time to attend the shoot yourself. “It’s easier for both of us to bounce things off each other instead of me spending time trying to decide which angle you might like better.” This collaborative approach fosters open communication and ensures that the client’s expectations are met, resulting in a successful shoot that effectively captures the essence of the design.
Respecting intellectual property
Respecting the photographer’s creative work and adhering to agreed-upon terms regarding image usage is essential for maintaining professional integrity and fostering positive working relationships. This includes things as simple (but often forgotten) as including photogrohy credits on press releases, as well as the editing process.
“Sometimes I’ll find a photo of mine and question if it was actually my work, because I remember taking this, but I don’t remember the colour being like this,” she explains, elaborating on people editing and adjusting her work. “The big thing is that it’s, yes, we are showcasing the client’s work, but it’s also my work. It is very important that it looks absolutely perfect the way I’ve sent it out. I’ve spent so much time and effort in it to make it look the way it should, so that’s how it needs to be seen out there.”