From yearbook advertisements, postcard mailings, and promotions to web site development and digital graduation announcements, every corner of the teen and senior portrait market is covered in this book of advice from the experts. The artistry of top senior portrait experts, including Fuzzy Duenkel, Jeff Smith, Ellie Vayo, Richard Pahl, Ralph Romaguera, and Deborah Lynn Ferro, reveals the artistic, photographic, and marketing techniques that have propelled them to the top of their field. Advice on posing, communication and expression during sessions, studio lighting, outdoor lighting, working with different client personalities, pricing, and proofing is provided.
Author(s): Bill Hurter
Series: Masters Series
Publisher: Amherst Media
Year: 2003
Language: English
Pages: 126
Copyright
Table of Contents
The Photographers
Introduction
1. Senior Portrait Photography, Yesterday and Today
Yearbooks
School Dress Code
Deadlines
When Contracts Work
Today’s Senior Studios
Why Good Photographers Turn to Seniors
Web Sites
2. Ways of Posing
Relaxed, Natural Posing
Subject Positioning
The Head and Shoulders
The Head-and-Shoulders Axis
Male Posing vs. Female Posing
Tilting the Head
Sloping Line of the Shoulders
Face Positions
Seven-Eighths View
Three-Quarters View
Profile View
The Eyes
The Mouth
Posing Hands and Fingers
Three-Quarter- and Full-Length Poses
Weight on the Back Foot
Camera Height
Working Distances and Focal Length
Active Posing
Giving Directions
Subject Comfort
Applying and Breaking the Rules of Posing
3. Communicating and Getting Great Expressions
Pre-Session Consultation
Two Clients
No Parent at Session
Number and Type of Poses
Individuality
Facial Analysis
Psychology
Breaking Down Defenses
Clothing and Accessories
Colors and Patterns
Shoes
Eyeglasses
Hair and Makeup
The Makeover
4. Studio Lighting for Seniors
The Illusion of Three Dimensions
Key and Fill Lights
The One-Light Lighting Effect
Differences Between Direct and Diffused Light
Hair and Background Lights
Broad and Short Lighting
Umbrellas and Softboxes
Lighting Ratios
A Wall of Fill Light
Fashion Lighting
Feathering the Lights
Reflectors
The Softer the Better
Retouching
5. Natural Lighting for Seniors
Window Light
Diffusing Window Light
Photographing in Shade
Photographing in Open Shade
Light Modifiers
Reflectors for Fill
Gobos
Scrims
Flash Techniques
Fill Flash
Determining Exposure with Flash-Fill
Flash Sync Speeds
Flash-Key on Overcast Days
Flash-Fill with Direct Sunlight
Working at Midday
Using Long Lenses to Cut Image Contrast
6. Senior Marketing Techniques
Be Consistent in Your Marketing
Bulk Mailing
Constantly Evaluate Your Marketing Program
Copyright Notice
Digital Graduation Announcements
Direct-Mail Campaigns
Direct-Mail Frequency and Guidelines
Dollar-a-Day Sessions
The “Dream Team”
Ellie Vayo’s CD Business Card/ Portfolio Presentation
The “Friends” Promo
How Much Should You Spend?
List Brokers
Market in Threes
Notice of Secondary Usage
Posting Proofs on the Internet
Senior Albums on Display
Senior Contact and Follow-Up
Senior Photo Exchange
Student Representatives
Video Marketing...and Then Some
Wallet Special
Yearbook Advertising
The “You Ought to Be in Pictures” Promo
Window Dressing
7. Pricing and Proofing
Session Fees and Types
Liability Waiver
Pricing
Package Pricing
À-la-Carte Pricing
Special Offers
Finish Differences
Deposits and Prepayments
Proofing Session
8. Senior Photographer Profiles
Fuzzy and Shirley Duenkel: It’s All Happening at Home
Jeff Smith: Reinventing the Senior Market
Ellie Vayo: Customer Service at the Highest Level
Richard Pahl: 100 Percent Digital, 100 Percent Seniors
Ralph Romaguera: Understanding the Savvy Senior Market
Deborah Lynn Ferro: The Artist’s Touch
Michael and Pamela Ayers: The Senior Album
Glossary
Index
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