Lighting Matters. Period.
If you’re a fellow photographer: learn it, breathe it and utilize it to acquire the results you desire for your imagery. If you’re a potential client, looking for a professional photographer to hire for a project: make sure you choose a photographer that has a discerning eye concerning light. Choosing a photographer that knows how to manipulate light to give you the appropriate look and mood for your advertising campaign or editorial spread is crucial.
Below is a before and after photo from an editorial photo shoot I did for Oregon Home Magazine. Adding proper lighting and balancing it with right time of day can turn a dull and mundane photograph into something that pops off the page… And, let’s face it, isn’t that what everyone wants?