Do you like this photo? (and when it’s reasonable to say No)

There is a certain level or innocence or simplicity in the question. I've shown you a picture, and asked if you like it. What could be simpler?

But under the surface, maybe the qualifier is a little strong. There are no rules that require anyone to like anything, or about when or why it might be reasonable to have a certain opinion. (that whole free speech thing...)

There are a lot of reasons to either like or dislike a photo. The real question comes down to the criteria of judgment. And oddly enough (and quite often), you will have opposite opinions depending on the criteria....

This is not a new concept. Every decision we make is in relation to the set of outcomes that decision will create. I'm not looking to run down the rabbit hole on a deep philosophical idea, so let's get back to my question: "do you like this photo?"

When I produce photos for a client, they've hired me based on a recommendation, looking at my past work, and/or a conversation with me. During this evaluation period, they are mitigating the risk paying for something unseen. At the same time, I am evaluating whether I can provide what the client wants. I certainly can be technically proficient and make high quality images. But are they the "right" images?

This idea is very clear when I shoot professional headshots. The large majority of people tell me they aren't photogenic and don't like pictures of themselves. This is normal and doesn't change how I proceed, it's just part of the process. Making a subject feel comfortable is a necessary skill.

Once we get into it and they see that yes, I can make nice pictures of them, they relax and we get a bunch of great photos. Now we have a different problem. "Do you like this photo?" has now become "which photo do you like?

As we narrow down the choices, it's not that they don't like some photos, it's that some photos fit the criteriabetter. The list of possible criteria is long and can be different for every client.

A headshot is very personal, so this process can be daunting. But what about those somewhat less personal images? If I'm shooting a corporate interior, or a new product launch, it's just a "thing", so not as personal to the person making the decision.

Enter heading here...This is why I always start with "why are we making this photo?"

Commercial photography for any company of any size has to start with the brand. What are the values of the company? What visual style already exists? What is the direction forward?

Once these ideas are known, we can work into the specifics of the current task at hand. What will this photo be used for? What is it's expected or desired useful timeframe? How will the return be measured?

Let's walk through a concrete example. My client for the job was a pool company. They designed and built a custom pool for a homeowner that was rebuilding their entire back yard. The project included a cabana house and extensive landscaping around the pool. There were specific custom features in the pool design requested by the homeowner.

When I begin a photo project, I ask a lot of questions. No matter how much information is gathered up front, my style and experience will influence the job. There's no getting around this (nor should there be), and it's why every photographer is different.

That means the library of images I made of the pool property were what I saw, and what I thought looked good. I was aiming for what the client wanted and their brand, but ultimately it is my interpretation of what they want. In addition, I'm a photographer, and I like to create nice images. That means I don't overlook an opportunity to make an image, even outside the client guidelines, if I think I can make a nice image. I'm there, on site, and may never be again. The client most likely won't choose the image, and that's fine. They may or may not like the image, but that is irrelevant, it doesn't necessarily make it a bad image.

Not unexpectedly, the client did not choose this image. Is it a bad image? I like it quite a bit. But the pool is barely visible in this photo, greatly diminishing it's value to the pool builder.

I heard a photographer I respect once say that at a certain level any photographer has (should have) the necessary technical skill, but it comes down to getting the right images. What do you think? Have you seen great images that might better fit a different circumstance?