How to Succeed in Commercial Photography : Insights From a Leading Consultant

MATCHING VISION AND PRODUCT

The need to match vision and brand is repeated in the

editorial and corporate markets as well. If you have any doubt

that this is true, go to Barnes and Noble and you will find hun-

dreds of magazines, each with its own niche message for view-

ers. The look, content, and art of each publication speaks to the

magazine’s branding position. The images inside are chosen to

inform and to blend with the publication’s visual and content

mission.

It is clear that assignment clients are asking you to show up

with a well-developed visual approach. They want to know

which projects are a visual fit for you.

Your print portfolios, online galleries, and marketing mate-

rials are the clues that will lead the right buyer to you. But first

you must accept the reality that buyers are looking to match

vision to project. Your visual approach to a specific subject is

what a buyer needs to see. Will you choose to give them what

they want?

CHAPTER10 / VISION: THECLIENT’SPERSPECTIVE

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