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T H E A R T A N D B U S I N E S S O F

High School

SENIOR

PORTRAIT

Photography

Ellie Vayo

Amherst Media

PUBLISHER OF PHOTOGRAPHY BOOKS

T H E A R T A N D B U S I N E S S O F

D E D I C AT I O N

There are several people to whom I would like to dedicate my career and talent. First, I would like

to credit my family; my husband, Kevin, for purchasing me my very first camera; my daughters,

Rochelle and Erin, who have over the years been beautiful models and appear in this book; and my

deceased grandmother, who told me as a child that I could do anything. Last but not least, I would

like to thank Jean Truthan, my deceased friend, who inspired me to continue in this field when I

wanted to give up. Thank you!

All photographs by the author, unless otherwise noted.

Published by:

Amherst Media, Inc.

P.O. Box 586

Buffalo, N.Y. 14226

Fax: 716-874-4508

www.AmherstMedia.com

Publisher: Craig Alesse

Senior Editor/Production Manager: Michelle Perkins

Assistant Editor: Barbara A. Lynch-Johnt

ISBN: 1-58428-079-4

Library of Congress Control Number: 2002103384

Printed in Korea.

10 9 8 7 6 5 4 3 2 1

No part of this publication may be reproduced, stored, or transmitted in any form or by any means, elec-

tronic, mechanical, photocopied, recorded or otherwise, without prior written consent from the pub-

lisher.

Notice of Disclaimer: The information contained in this book is based on the author’s experience and

opinions. The author and publisher will not be held liable for the use or misuse of the information in

this book.

Table of Contents

About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

T-Shirts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50

Postcards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

Yellow Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

Contests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

In Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . .51

C H A P T E R O N E

Business Basics

Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Contract vs. Noncontract Photography . . . . . . .10

Pricing Information . . . . . . . . . . . . . . . . . . . . . . . . .11

Continuing Education and Resources . . . . . . . . . .17

Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . .18

Clients for Life . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

C H A P T E R T H R E E

Booking the

Appointment

The Consultation . . . . . . . . . . . . . . . . . . . . . . . .52

Appointment Confirmation Mailer . . . . . . . . . . .53

Telephone Skills . . . . . . . . . . . . . . . . . . . . . . . . .54

Hold . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54

Question List . . . . . . . . . . . . . . . . . . . . . . . .54

E-Mail Follow-Ups . . . . . . . . . . . . . . . . . . . . . . . .56

Client Envelope . . . . . . . . . . . . . . . . . . . . . . . . .56

Senior Client Information Form . . . . . . . . . . . . .56

Session Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . .56

C H A P T E R T W O

Advertising

Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . .19

Mailers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Mailing List . . . . . . . . . . . . . . . . . . . . . . . . .31

First Mailing . . . . . . . . . . . . . . . . . . . . . . . .32

Second Mailing . . . . . . . . . . . . . . . . . . . . . .35

Radio Advertisements . . . . . . . . . . . . . . . . . . . . .40

Cable Advertisements . . . . . . . . . . . . . . . . . . . . .40

Displays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

High School Representatives . . . . . . . . . . . . . . .42

Rewards . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

Web Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

CDs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50

TABLE OF CONTENTS 3

C H A P T E R F O U R

Day of the Appointment

Studio Atmosphere . . . . . . . . . . . . . . . . . . . . . . .60

Environment . . . . . . . . . . . . . . . . . . . . . . . .60

Psychology of the Teenage Girl . . . . . . . . . . . . .62

Setting the Mood . . . . . . . . . . . . . . . . . . . . .62

Hair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66

Makeup . . . . . . . . . . . . . . . . . . . . . . . . . . . .66

Psychology of the Teenage Guy . . . . . . . . . . . . .67

One on One . . . . . . . . . . . . . . . . . . . . . . . . .67

Expressions . . . . . . . . . . . . . . . . . . . . . . . . .67

Makeup . . . . . . . . . . . . . . . . . . . . . . . . . . . .70

Selling to Mom . . . . . . . . . . . . . . . . . . . . . . . . . .71

The Camera Room . . . . . . . . . . . . . . . . . . . . . . .72

Flattering Your Unique Subject . . . . . . . . . . . . .72

Full-Figure Subjects . . . . . . . . . . . . . . . . . . .73

Eyeglasses . . . . . . . . . . . . . . . . . . . . . . . . . .73

Other Problems and Solutions . . . . . . . . . .74

Clothing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76

Clothing Consultation . . . . . . . . . . . . . . . . .77

Studio Wardrobe . . . . . . . . . . . . . . . . . . . . .78

Jewelry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79

Accessories . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79

Rain Dates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80

Metering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Case Study . . . . . . . . . . . . . . . . . . . . . . . . . .89

Low Key/High Key Lighting . . . . . . . . . . . . . . . .91

Ambient Window Lighting . . . . . . . . . . . . . . . . .91

Cameras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93

Medium Format . . . . . . . . . . . . . . . . . . . . . .93

Digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93

Film Selection . . . . . . . . . . . . . . . . . . . . . . . . . . .93

C H A P T E R S I X

Posing Basics

Head and Shoulders . . . . . . . . . . . . . . . . . . . . . .94

3 / 4 and Full Lengths . . . . . . . . . . . . . . . . . . . . . . .94

Hand Posing . . . . . . . . . . . . . . . . . . . . . . . . . . . .98

Hair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98

Girls vs. Guys . . . . . . . . . . . . . . . . . . . . . . . . . . .98

C H A P T E R S E V E N

Creating Indoor Sets

Choosing a Backdrop . . . . . . . . . . . . . . . . . . . . .99

Selecting Props . . . . . . . . . . . . . . . . . . . . . . . . .100

Window Light Sets . . . . . . . . . . . . . . . . . . . . . .100

Creative License . . . . . . . . . . . . . . . . . . . . . . . .101

C H A P T E R F I V E

Indoor Equipment

and Film

Studio Lighting . . . . . . . . . . . . . . . . . . . . . . . . . .81

The Main Light . . . . . . . . . . . . . . . . . . . . . . .82

Fill Light . . . . . . . . . . . . . . . . . . . . . . . . . . . .82

Accent Lights . . . . . . . . . . . . . . . . . . . . . . . .83

The Background Light . . . . . . . . . . . . . . . . .83

Lighting Styles . . . . . . . . . . . . . . . . . . . . . . . . . .84

Broad Lighting . . . . . . . . . . . . . . . . . . . . . . .84

Short Lighting . . . . . . . . . . . . . . . . . . . . . . .85

Profile Lighting . . . . . . . . . . . . . . . . . . . . . .85

Butterfly/Glamour Lighting . . . . . . . . . . . . .87

Rembrandt Lighting . . . . . . . . . . . . . . . . . . .87

Split Lighting . . . . . . . . . . . . . . . . . . . . . . . .88

C H A P T E R E I G H T

Creating Outdoor Sets

Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .102

Evaluating the Light . . . . . . . . . . . . . . . . .102

Budgeting . . . . . . . . . . . . . . . . . . . . . . . . . .102

Beach Scene . . . . . . . . . . . . . . . . . . . . . . . . . . .102

Locale . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103

Barn Scene . . . . . . . . . . . . . . . . . . . . . . . . . . . .104

Waterfall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .105

Trellis and Arch Area . . . . . . . . . . . . . . . . . . . .105

4 THE ART AND BUSINESS OF HIGH SCHOOL SENIOR PORTRAIT PHOTOGRAPHY

C H A P T E R N I N E

Outdoor Lighting

and Equipment

Reflector Fill . . . . . . . . . . . . . . . . . . . . . . . . . . .108

Flash Fill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109

Backlighting . . . . . . . . . . . . . . . . . . . . . . . . . . .110

Awnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .110

C H A P T E R E L E V E N

Digital Imaging

Advances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .116

Camera Settings . . . . . . . . . . . . . . . . . . . . . . . .117

Selecting Equipment . . . . . . . . . . . . . . . . . . . . .117

Scanners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .118

Printers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119

Digital Specials and Services . . . . . . . . . . . . . .119

C H A P T E R T E N

After the Session

Working with a Lab . . . . . . . . . . . . . . . . . . . . . .111

Digital Questions . . . . . . . . . . . . . . . . . . . .111

Presenting Previews . . . . . . . . . . . . . . . . . . . . .112

The Ellie Vayo Senior Album . . . . . . . . . . .112

Packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114

Retouching . . . . . . . . . . . . . . . . . . . . . . . . . . . .115

Frames . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115

Variety = Bigger Sales . . . . . . . . . . . . . . . . . . . .115

C H A P T E R T W E LV E

Conclusion

The Future of Senior Photography . . . . . . . . . .120

Appendix: Contacts/Suppliers . . . . . . . . . . . . .121

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122

TABLE OF CONTENTS 5

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