A great photograph typically captures the viewer's attention and evokes emotion or interest. Here are some of the things we look for when selecting or commissioning photos for our clients:

Composition:
- Rule of Thirds: Placing key elements along the lines or at the intersections of an imaginary grid dividing the image into thirds can enhance visual interest.
- Balance and Symmetry: Symmetry can be visually pleasing, while a purposeful imbalance can direct the viewer's attention to particular areas.
- Leading Lines: Lines within the photograph that lead the eye towards the main subject can add drama.
- Focal Point: Does the image show the viewer what to focus on?
Lighting:
- Quality of Light: Soft, diffused light can be flattering, while harsh, direct light can create dramatic shadows and contrasts. For our hospitality clients, we often shoot their properties during the golden hour, which casts such a beautiful hue on the scene.
- Direction of Light: Side lighting can accentuate textures, backlighting can create silhouettes or halos, and front lighting can wash out details unless managed carefully.
Focus and Depth of Field:
- Sharp Focus: The main subject often needs to be in sharp focus, though selective focus can also be used artistically.
- Depth of Field: A shallow depth of field can isolate the subject from the background, creating a more intimate or focused image, whereas a deep depth of field can convey the vastness or complexity of a scene.
Moment and Timing:
- Decisive Moment: We look for right moment—whether with people, lighting, or other elements. The same shot taken 3 seconds apart can be completely different in terms of expressions and composition!
- Patience: Being prepared to shoot at the right time often involves patience. The best photographers and videographers we have worked with have a remarkable ability to wait for the perfect shot.
Color and Contrast:
- Color Harmony: Colors that work well together can enhance the mood or theme of the photo.
- Contrast: High contrast can make elements pop, while low contrast might give a dreamy or soft feel.
Subject Matter and Storytelling:
- Narrative: A photo that tells a story resonates more with viewers.
- Uniqueness: Capturing something unusual, rare, or from a unique perspective can draw a viewer in. Drone shots are a good example, because they provide a vantage point that is not available to most people. We find these almost always increase engagement when used on social channels.
Technical Proficiency:
- Exposure: Correctly exposing the image to capture the scene as intended.
- Post-processing: Skillful editing can enhance a photograph without making it look unnatural. It is interesting to see how every artist can treat the same image differently. The eye and skill truly makes this part of the process unique.
Personal Style:
- Photographers often develop a signature style that makes their work recognizable and distinctive. We always like to review their portfolio to see if they are the right fit for the shot we want. There are many different styles—from executive portraits to outdoor to lifestyle shots—and each requires a different set of skills and sometimes equipment.

A great photograph isn't just about technical perfection; it's also about how it communicates or resonates with the audience. Different photographers might emphasize different aspects depending on their artistic vision or the intended purpose of the photograph.

The most important thing to remember is that photos are an investment in your brand—and shouldn’t be seen as a luxury item.