For myself as a photographer, showing a photograph I shot straight out of camera (RAW) vs. after editing is one of many eye openers as to WHY you hire a professional photographer. But for many of you, you have a profession that benefits from a Before Photo & After Photo, each taken at different times. Capturing the incredible results of your service can be tricky. So how do we create an effective Before & After Photo Set?
Most Before & After Photos are going to be heavily reliant on the exact same shooting conditions. Before & After Photos are presented for comparison purposes, and you want to provide visual accuracy proving one (the after) is better than the other (the before). That means you must give attention to the lighting, angle, perspective, background, styling, and any other elements for both the Before & After Photo.
The approach of a Before & After photo can vary wildly… let’s look at two scenarios:
Business Owner #1 needs a Before & After of a kitchen remodel. In this example, it is mostly important that the space is clearly pictured from similar angles, and the exactness of each replicated shot is not as necessary because obviously the space has had an entire overhaul, lighting included. Not to mention, key anchoring elements may have moved in the remodel. However, it is important to declutter and be sure to capture the essence of the entire space. Your viewers will get the gist.
Business Owner #2 needs a Before & After of the effects of (1) a wrinkle reducing cream, (2) weight loss, (3) muscle tone increase, (4) make-up & hair artistry, (5) scar reduction/removal, etc. In this instance, it is crucial to replicate exact quality lighting, angle/distance/composition, and detail/styling. One shot CANNOT be under fluorescent lights at night, while the other shot is taken during the day with beautiful soft daylight flooding the room. The comparison would be lost due to the lack of consistent environmental factors.
Let’s explore the 3 critical factors that lead to consistent Before & After Photos:
1. Quality Lighting
Find the best lighting you can for your repeating situation. Bounced daylight is the most widely available and beautiful light out there. Bounced light can be found near glass doors, windows… even in shady spots outdoors. Then, be intent about always taking your photos around the same time of day, location, angle, etc. You can even consider using an inexpensive tool like a photographer’s reflector or even a sheet of white foam core (sized appropriately for your subject).
If the above is not doable… perhaps you see physical clients in your salon at all times of day. It might be valuable to invest in a continuous light or lighting system. For example, a ring-light can work wonders! Practice and make sure you get used to the power output of your lighting product, the distance from your subject it should sit, and what lighting angles are best to show off your fine work.
2. Angles, Distance, & Composition
We want our Before & After Photos to illustrate the exact same subject… whether that is a person you fixed up (make-up, hair, nails, facial, sun spot removal, etc.) or a service you provided (painting, rug cleaning, refinishing, upholstery, tattoo cover-up, closet organization, remodeling, etc.). You must be attentive to the details of how your Before Photo was captured to nail your After Photo.
Did you photograph your subject straight on, or at an angle?
What angle… 10 degrees… 45 degrees?
Were you 3 inches away, 5 feet away, or 10 yards away?
You need to know this because perspective shifts as you move closer or farther away from your subject.
Did you zoom in?
How much? 1.5x… 2.0x… 4.0x… 10.0x??
Did you fill the frame?
Did you crop out any elements for an important detail shot?
Was your first photo vertical (portrait) or horizontal (landscape)?
The more closely you replicate your Before Photo, the closer your After Photo will show off your fine work. Your viewers will be focused on the HUGE DIFFERENCE YOU MADE, rather than the inconsistent imperfections of your side-by-side photos.
3. Details & Styling
“Detail Shots” are important, and I think some of you should definitely include them in your photo mix. But what I mean by details and styling is more so about the entire look and feel of your photos. For Before & After Photos, eliminating distractions can make a big impact. We don’t want your viewers pulled away by any distracting elements on your person or in the foreground / background. Make sure your space, if pictured, is as simplified as possible. Or better yet, consider photographing your subject on a backdrop or plain wall, to avoid the hassle of cleaning up and decluttering your space.
There are hacks to making Before & After Photos look wildly different in your favor, but we are not out to trick our potential clientele. While ads can trick viewers into thinking their product or service is effective or sturdier or larger than it truly is in real life, we’re looking to build trust with our audience. By being intentional about the consistency of your Before & After Photos, you can build up your audience and have a higher new and return client rate as you begin to build up your audience’s trust.
