Client conference areas are in a quiet section of the space, and
there is a digital workstation for them to use. While the physi-
cal extras are welcomed, it seems to be Michael’s knowledge of
the printing process, his attention to detail, and his complete
desire to meet a client’s needs on and off the set that make the
difference to his clients.
Designer Tom Laidlaw worked on a Mead paper project with
Indresano and comments on how the photographer’s know-
ledge of the postproduction process is a valuable asset to him.Michael is completely focused on each project that
we work on. He is a designer’s dream, as he is thinking
about how the image will reproduce while he is shoot-
ing. Most photographers know that their job is over
once the final image is delivered, and few think about
the printing process. Michael remembers that although
his job is over, my job is just beginning, and he shoots
with that in mind. The final images we receive are
always print ready. It makes my life so much easier to
know that I won’t need to rework the images to death
in order to go to print.Tom’s comments reflect that Michael’s attention to post-
production is a valuable service to him. Unlike Michael, many
shooters feel that color control and other postpro issues are
solely the responsibility of the art director.
This attitude will not fly in the day and age of Photoshop.
Postproduction is definitely a service that you must handle.
Photographers who believe in full service might choose to learn
as much as possible about the new postpro issues and then
incorporate their knowledge into each assignment.
Many photographers choose to work with a digital illustrator.
This talented team member works very closely with the
photographer from the inception of the shot, creating the final
postproduction changes needed. The goal is to produce an
image that is as “finished” as possible.
This attention to detail beats a catered lunch any day of
the week.
Excellent service in client’s eyes is often represented as
“doing whatever it takes to create a wonderful image.”CHAPTER4 / THESERVICECOMPONENTChapter 04.qxd 7/3/07 12:22 PM Page 23