A picture might not always be worth a thousand words but it can invite potential clients to inquire about your practice.
The first stop for anyone looking for a service is the internet. And an appealing home-page photograph helps make a good first impression.
Your goal is to look professional yet approachable. How do you get just the right look in your homepage portrait? Here are some techniques to help you get a professional-looking photo:
> Focus on the face
The face is the most important part of any professional photo, according to Ken Scharlach, senior art director with Wickware Communications Inc. in Toronto.
If you are a single advisor, go for a standard head shot with your shoulders just inside the frame. If you are using a team photo, everyone should be close together. You want your team members to look like they know each other.
Play with various facial expressions, like increasing and decreasing your smile and tilting your head. It may feel strange if you’re not accustomed to modelling, but it will provide you with a variety of options to choose from.
> Avoid visual distractions
Regardless of where the photo is taken, a simple and uncluttered background is necessary. It will help keep the focus on the face.
“People don’t want to see pictures of your children,” Scharlach says, “or what kind of books you’re reading.”
A contemporary technique is to use relatively shallow focus so faces stay sharp while the background is blurry.
Avoid fake background textures such as those typically used in school photos. An ideal background is a plain wall.
> Call hair and makeup
Your clothing should be simple, classic and clean. Men should stick to solid-coloured shirts and suits and avoid busy ties. Women should stay away from anything that is overly patterned or frilly.
Consider hiring a professional hair and makeup artist who will know how to prepare you and your team so everyone looks their best. If that is not an option, both men and women should at least use some foundation to reduce glare on the skin.
> Light evenly
A photo’s quality depends on good lighting. If you are unable to use professional lighting, use natural light coming from a window that is at least a few feet to the side from where the photo is being taken.
Do not use lighting that is directly in front of you, as that will produce a harsh effect. Light coming from behind will make your face too dark.
Avoid rooms with fluorescent lighting, as it can add unappealing coloration — unless you are comfortable adjusting the white balance of your camera to fix the problem.
> Consider hiring a pro
Looking after the issues listed above is second nature for a professional photographer. That person will also make sure you and your team are completely comfortable.
If you decide to go pro, look for photographers who specialize in corporate photography and check their online portfolios to see if their work appeals to you. One possible resource is Professional Photographers of Canada, a trade association that provides a national directory of photographers. Its website is www.ppoc.ca.