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Chapter 3. Who’s Digesting It: Advertisi... > Questions, Questions, Questions

Questions, Questions, Questions

Whenever I begin a new project with a client, I consider the following questions, and I urge you to do the same. Knowing the answers before you begin makes your job easier so that key elements of the shoot—such as styles, props, lighting, and contrast range—can all be planned in advance.

What Is the Purpose of the Photograph?

Without a doubt, this is the most important question you can ask your client. The answer will determine your entire approach to the shoot and post-production process. Knowing the purpose of the picture will naturally lead you to considerations in planning and executing the shoot, such as the following:


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