Five things you should look for in a photographer that have nothing to do with their camera skills

Once you’ve found imagery with an aesthetic that draws you in, the next step is to decide if that photographer is your person. Likely, the fact that you love their work is a big indication that they could be, but there are other things to think about before you choose them to partner with. If you’re heading into a big piece of branding work, my recommendation would always be to meet them in person. You’re going to be working pretty closely with them and the experience from the session will impact your feelings towards the pictures. I don’t know when I became a person that talks about the energy in the room (probably around the same time I started to recognise decent coffee, which I suppose is age getting to me) but you both need a vibe check to come good and having a brew is the fastest way to test this. 

So what are you looking for? All of these things will likely come down to a feeling, but it can be useful to articulate them for clarity. 

Empathy

Is your photographer a human’s human? Are they on the ride with you? No one can really know what it’s like to walk in someone else’s shoes, but shared experiences, openness and frankly a really good sense of humour goes a long way. 

Storytelling

Every person, every family, every brand has a narrative that should be woven through the final gallery. Look for a photographer who is ready to listen to your story, and to translate that into pictures. 

Collaboration

The key to great images is partnership - a cards on the table, open discussion about what’s working and what’s not. Everyone needs different things on different days, and a great photographer will meet you where you are, and react to the level of input required to get your gallery over the line. If directing things and going their own way, but you’ve told them you want a say, then it’s time to reflect. 

Observation & Presence

A good photographer knows when to blend in and move with things, and when to stop and take the lead. It’s about being able to read a room, to lean into the mood and to move things on at the right pace. 

Communication

There’s no guesswork - things are clear from start to finish. The cost, the process, the experience. It should be open, thoughtful and honest. You should know exactly what to expect from each other and when.

Great photography is more than a set of pictures, it’s an experience that leaves you feeling confident and as happy as you can be in front of the camera. Most importantly, it means that when your gallery arrives, you can really connect with yourself in the pictures - if that happens then you know you picked the right family or branding photographer for you.