Today, photographs and images are seamlessly woven into how we communicate across nearly every medium. Commercial photography and advertising now appears on virtually any surface, physical and digital. How a brand is seen through their use of photography will in many ways define the brand itself. This is why commercial photography is so important for brands and businesses.
This guide will introduce commercial photography and how it's used, along with tips for finding the right photographer for your brand and what you might expect to pay. Commercial photography is a broad genre with countless niches, but a basic understanding can help you make an outsized impact on your business and marketing goals.
What is commercial photography?
Commercial photography refers to the creation of images that help sell, promote, and advertise a product, service, or brand. Unlike fine art or editorial photography, which may prioritize personal expression or a journalistic story, commercial advertising photography is focused on business objectives. It serves to communicate a brand’s value proposition and appeal to its target audience, ultimately driving sales and brand loyalty.
From billboards, to social media campaigns, to online stores – commercial photography can appear nearly anywhere. Maintaining a consistent visual voice through your use of photography can elevate your brand’s ability to connect with customers and delight them along the way. In addition to driving real action, photography also gives your brand a unique opportunity to show off a little visual style.
Why is commercial photography important?
There are many reasons why commercial photography is so important. From first impressions to simply standing out in the crowd, your use of imagery can meaningfully move the needle on a number of metrics.
Make good first impressions
In a fast-paced world, brands often only have seconds to make a positive, meaningful first interaction. High-quality photography can often capture attention, send a message, and establish your brand faster than any one sentence on a page.
Tell your brand’s story
Thoughtful, creative, and unique images are essential for building a truly recognizable brand identity. Your brand’s photos may be only way a customer gets to really ‘see’ your brand. Commercial photography can tell brand stories in relatable and authentic ways, sparking genuine connections along the way. Think about how all the images across all of your brand’s channels can align under a singular story or message – this is the foundation of your brand’s identity.
Show products
Clear, professional images allow consumers to understand your product’s quality and features. Whether it’s a beautifully shot meal for a restaurant menu or a detailed fabric swatch for a fashion brand, commercial photography helps potential customers see what they’re paying for.
Increase engagement
Striking visuals are more likely to capture attention and drive engagement, no matter where they are. On social media, posts with captivating, high-quality images tend to receive higher engagement rates, leading to increased brand awareness – and potentially higher conversion rates. Getting to know your audience, building your media library over time, and maintaining a consistent brand voice can help build your brand over time and boost key metrics.
Stand out in the crowd
In competitive industries, visually compelling photography can set your brand apart. Whether you’re launching a new product or promoting a service, creative photography can highlight your brand’s strengths and differentiate you from the crowd. Creating unique, storytelling moments through campaigns and imagery gives your brand the chance not only to stand out, but also show some personality and tell a story.
How to find a commercial photographer
With many different types of commercial photography and endless creative approaches, searching for and hiring the right photographer may seem intimidating – but it doesn’t have to be. VSCO Hub makes finding and hiring the right commercial photographer easy, with intuitive tools and an AI-assisted search.
With search by reference image, you can use your own inspiration to find photographers with a similar style or aesthetic. You can also filter your results to find specific kinds of photographers in specific locations, like Commercial and Product photographers in New York, for example.
As you review portfolios on VSCO Hub, starting a conversation is as easy as clicking ‘Request to Connect.’ We’ll share your brief and get you in touch with your top choice photographers so you can ask them questions, get to know their process, and iron out the details of your shoot. Get your search started on VSCO Hub for free.
Make a creative brief
Finding the right commercial photographer for your brand will depend on your specific needs. If you haven’t already, consider making a creative brief for your search. A brief will align you and your team on goals and objectives, enable efficient collaboration, and provide clear measures for success when it comes to selecting a photographer – and images.
A creative brief should include information like an overview with goals and objectives, the intended audience, creative strategy, deliverables, and other logistical details like budget, timeline, and location. Always keep this document handy and update it with any changes as you talk with photographers.
What to look for in a commercial photographer
With your brief in hand and some photographers in mind, there are a number of things you’ll want to consider when narrowing down your options.
Portfolio and specialization
Review the photographer’s portfolio to see if their style aligns with your brand’s brief. Some commercial photographers specialize in product photography, while others excel at lifestyle, architectural, or fashion photography. Make sure their work reflects the quality, creativity, and overall aesthetic that your team is looking for.
Experience
Commercial photography requires an understanding of marketing objectives, brand storytelling, and the ability to deliver high-quality, consistent results. Look for photographers with experience in your industry or with similar clients. Ask about prior projects and how they might draw on their experience to achieve your specific goals.
Creativity and collaboration
Despite its explicit business goals, commercial photography requires a great deal of creativity and collaboration. A good photographer should be able to seamlessly translate and build upon the vision in your brief. They should also efficiently communicate how they will tackle the project each step of the way.
Technical skills and equipment
Depending on your project, your photographer may need high-end camera equipment, studios, lighting setups, and editing software. You’ll want to know how they’ve set things up in the past, and what you can expect them to use to meet your specific needs.
Budget and pricing
While price should not be the only deciding factor, it’s important to understand each photographer’s pricing structure and whether it aligns with the budget in your brief. Some photographers charge by the hour, while others offer package deals and day rates. Be sure to clarify what is included in the price, such as editing, travel costs, and usage rights – these key items should be agreed upon with a signed contract before any work begins.
Types of commercial photography
You’ll want to consider that there are many different types of commercial photography. For larger projects, you may even consider bringing on multiple photographers, each for their own specialty and skills.
Product photography
This involves capturing high-quality images of a product for promotional or illustrative purposes, such as e-commerce websites, catalogs, and advertisements. Product photography often involves advanced studio and lighting techniques, as well as an efficient workflow.
Read our hiring guide on How to Choose a Product Photographer.
Lifestyle photography
Lifestyle photography focuses on portraying products in real-life settings, often with elaborate sets or locations and detailed creative direction. This type of photography helps people envision real use cases and often makes products more relatable and desirable.
Food photography
Commonly used on restaurant menus and in delivery apps, food photography showcases dishes in an appealing way, often highlighting textures, colors, and plating. A food stylist is often needed alongside a photographer to ensure everything is looking its best.
Fashion photography
Fashion photography focuses on clothing, accessories, and beauty products. There’s ample space for creativity and opportunities to create trends and showcase unique designs. From the runway to the gym, there are all kinds of fashion specialties to consider.
Architectural photography
This type of photography captures buildings, interiors, and exteriors for real estate, hotels, construction companies, and interior designers. The goal is to present spaces and places in a way that appeals to potential buyers or clients.
Corporate photography
Corporate photography includes headshots, team photos, and images of company events, offices, and operations. These photos are typically used for websites, press releases, annual reports, and other communications.
Event photography
Event photography documents corporate events, conferences, product launches, and more. These images are often used for post-event marketing and publicity. A good set of event photos can keep momentum going long after it's over.
Learn How to Find & Hire an Event Photographer (with an example shot list).
Commercial photography pricing list and rates
The cost of hiring a commercial photographer varies widely, so pricing might be higher or lower than the ranges mentioned here. The photographer’s experience, location, the complexity of the shoot, and the usage rights required can all play a role in determining a final number. Below are some broad price ranges for common commercial photography services.
Product photography costs:
- Table-top product shots: $25 – $175+ per image, based on volume
- Styled product shots: $500 – $5,000+ per day
Lifestyle photography costs:
- Half-day, on-location: $500 – $2,000+
- Full-day, on-location: $1,500 – $5,000+
Food photography costs:
- Basic dish photography: $20 – $100+ per dish
- Full menu: $2,000 – $10,000+
Fashion photography costs:
- Studio and runway shoots: $1,000 – $10,000+ per day
- E-commerce fashion shoot: $25 – $175+ per product, based on volume
Architectural photography costs:
- Real estate listing: $1,000 – $3,000+
- Architectural shoot: $2,000 – $6,000+
Corporate photography costs:
- Individual headshots: $150 – $500+ per person
- On-location operations: $1,500 – $4,000+ per day
Event photography costs:
- Hourly rate: $150 – $500+ per hour
- Full-day event coverage: $1,500 – $15,000+
Hire a commercial photographer on VSCO Hub
If you’re ready to search for a commercial photographer, get started with VSCO Hub for free. Search visually, get connected, and hire on terms both you and your photographer can feel good about.
Want to learn more? Inquire today about the VSCO Brand Engagement Platform or start your photographer search on VSCO Hub for free.
