The value of good photography

By
Angie Herrera

On the web, in brochures, in ads and virtually any other medium, there are three choices you have for photography: 1. Take your own photos 2. Buy and use stock photography 3. Get custom photography from a professional photographer Generally speaking, that's in order from least to most expensive. However, that's just price - what about value? ### Taking your own photos Obviously, if you're a professional photographer or if you're hobbyist (and a good one), taking your own photos may very well be the best way to go. You'll get the shots you need for just the price of your time. Unfortunately not everyone knows how to take a good photo. And yet I still see sites suffer from the results of bad photos (i.e., snapshots). The problem with them is that they do a disservice to your company image and in many circumstances, they're just terrible. And there's only one thing that can make them worse: Photoshop. Yes, Photoshop. As used by someone who doesn't know any better than to crop, rotate and use the hell out of Photoshop's native filters. Sorry folks but Photoshop filters are a means to an end, not **the** way to make your photos look cool. ### Stock photography Stock photos are what I call the semi-happy medium. Depending on the stock house / site you go with, you can get some very nice images. The problem comes about when you see the same images you bought on someone else's website. So much for separating yourself from the competition. The key with stock photos is to use them well. Use them in a way that is truly unique and not just slapped on a site. Sure, sometimes that's all you can do, but whenever possible, get creative with them. ### Professional photography If stock photos are a semi-happy medium, professional photography is nirvana. Sure, it'll cost you (often *a lot*), but it'll be worth every penny. You'll end up with imagery that is in line with your company messaging and branding; imagery that truly sets you apart from your competition. It's just like web design - sure, it'll cost more but letting a pro do the work will make you look better in the long-run. ### The bottom line Clearly there are pros and cons to each of the above choices. Which one you go with will ultimately be up to you. But I'm willing to bet you'll be much better off (and happier) with stock or custom photography. Isn't your business worth it?