Considered broadly, several factors influence how architects select their architecture photographer:
Cost of hiring
Portfolio - quality/style of images
Years of experience in the field
Social media presence and following
Artistic value
The order of importance varies among architects and firms. While all these factors are pragmatic, the photographer's social media influence, often measured by the number of followers or likes, has emerged as a disruptive factor in this decision-making process.
Social media influence primarily pertains to the architectural work being photographed and shared across social media platforms, thereby expanding the project's visibility to a wider audience. A higher social media influence augments the chances of your project being featured and reaching a larger audience. However, whether this exposure effectively targets the right audience and generates increased sales is a separate strategic consideration
This blog aims to explore the optimal strategy for selecting an architectural photographer while effectively allocating resources to document their work
The selection aspects can be categorized into two groups
Tangible Aspects:
Project Budget: Allocate a percentage of the overall project budget for photography, typically ranging from 1% to 5% of the total project cost. This allocation depends on the visual importance for marketing, documentation, or presentation purposes.
Project Complexity: Consider the intricacy, scale, and number of structures or spaces to be photographed, as these elements can impact pricing. Complex projects might require a higher budget due to the time and expertise involved.
Image Quantity and Quality: Determine the required number of images and their intended use.
Photographer's Experience and Expertise: Higher rates often correspond to more experienced photographers with a wealth of knowledge and skill. Consider allocating a budget based on the photographer's reputation, portfolio, and years of experience.
Adaptability and Flexibility: Architects value photographers who can adapt to different environments, collaborate and create a smooth workflow for the shoot as well as the delivery of images., working across various architectural styles while consistently delivering quality.
Your decision about the photographer should ideally follow consideration of the budget, project scale/complexity, and required number of images before your approach one. By clarifying these aspects, your photographer selection process becomes more straightforward.
However, it's common practice to approach an architectural photographer, disclose your budget (which might be significantly lower than their charges), resulting in potential assignments falling through.
Intangible Aspects:
Social Media Presence: A high social media presence can amplify the visibility of architectural work. However, the value of a post might be overlooked if the profile has a small following, while mindless posts from profiles with thousands or millions of followers gain more attention. Increasing social media presence can significantly impact the exposure and recognition of architectural work.
Significance of the Project: Consider the value of documenting a project in terms of portfolio enhancement, publication possibilities, and marketing potential. Not all projects hold equal importance; some may not align with initial design expectations or have limited accessibility or maintenance.
Publication Tie-ups: A photographer's association with renowned architectural publications can facilitate opportunities for architects aiming to be featured in such platforms.
Storytelling and Narratives through Imagery: Architects are increasingly leveraging photography to narrate stories about their designs. They seek photographers capable of capturing not only the building but also the emotions, atmosphere, and purpose behind the architecture.
Integration of Trends and Technology: As technology evolves, architects are exploring 3D visualization and virtual reality integration in presentations. Photographers adept at capturing images suitable for these platforms are highly sought after.
Let's get straight to the point. I was an actively practicing architect until 2016 before transitioning to photography.
If I were to choose an architectural photographer, this would be my approach :
Firstly, let's address the primary influencer in our decision-making process – the budget.
I would consistently allocate funds for documenting my projects, treating it as a routine aspect similar to other necessary expenses in running a practice.
Collaboration would be key. I'd propose teaming up with two other professionals involved in the design and execution process, emphasizing the need to document the project for various purposes. Sharing the assignment's cost among us would be beneficial.
When presenting fees to the client, I'd contemplate including a portion or the entirety of the photography fees within the project expenses
Secondly,
I'd select a single project and assess its scale, complexity, and its significance for my portfolio or documentation purposes (whether to gain work, recognition, or both). I'd formulate an approximate budget using the following guideline:
Photographer's expenses and architect's own expenses for the shoot's arrangements.
I'd primarily review the portfolios of potential photographers, examining not only their social media presence but also their websites, looking for any publication credentials. Following this, I'd request quotes and details of their deliverables.
The choice of the photographer would be based on the budget, their availability on desired dates, and the simplicity of logistical arrangements.
If the initial project collaboration is successful, I would plan to batch 2-3 projects for a single visit next time, implementing the same strategies
The success of a photo shoot isn't solely about the shoot itself; that's merely a fraction of its purpose.
I would actively seek to:
Refresh my portfolio across all formats—digital and physical.
Reach out to publications for potential project features.
Utilize the images in specific ( sales or growth based ) social media campaigns.
Incorporate them into pitches for potential clients.
Consider publishing a book or generating various blog topics and articles. These would serve to educate prospective clients about the intricacies involved in the creation of this documented project.
Many architects often question the value of a photoshoot, let's be straightforward about it. The significance of an architecture photoshoot to document your work lies in the utilization of the images.
If these images are destined to languish in a hard drive or find minimal use on social media platforms, then allocating a budget for this might seem unnecessary.
However, if the photoshoot serves a specific purpose, becoming a means to an end, then the budget allocated begins to fulfil a crucial role in the overall operation of an architectural practice.