How to Avoid Humiliatingly Awkward Business Portraits
The wildly popular website Awkward Family Photos is beginning to branch off into awkward office photos, so now is a good time to make sure that you and your colleagues do not end up among the contestants.
Whether it's on a web page, a brochure, or your annual report, your business portrait is your first chance to establish yourself as reliable and capable -- or to undermine yourself by appearing uncomfortable or unfriendly. Does your group portrait communicate mutual respect and confidence or indifference and animosity?
Most people get a little tense in front of a camera, but it's important to bring the same level of professionalism and competence to your photo that you do to your work. A picture can be worth more than a thousand words when it comes to subtle signals that it sends for better or worse to your customers and prospects.
What to do
It begins with finding the right photographer to handle the job. Don't just look at sample photos; take some time to examine the photos used by your peers and competitors to see what works. Wait for the right questions; the good ones will want to know not just when and where, how long and how much, but what it is your company does and what message you want to send.
Yes, you can pose with your dog, but only if you work for Petsmart. An experienced photographer will want to see your office to look for the best settings and backgrounds and will have some ideas to make sure your group comes across as coordinated but not too matchy-matchy.
Former White House photographer Tracey Attlee answered my questions about what makes the difference in office portraits between the good, the bad, and the very, very awkward.
What messages do business portraits need to convey?
There is a lot of psychology behind a good business portrait. It should trigger positive messages about you to the viewer. You need to look pleasant, trustworthy, natural, confident, and impressive. Potential customers will look for telling details when deciding whether to buy from you.
Why do so many of them go wrong?
Portraiture is an art form. You need an experienced photographer who can quickly assess your plusses and minuses and know how to light and pose you to your best effect. If you've hired a photographer based on price without consideration of talent, chances are you'll end up with a weak portrait.
What poses indicate confidence and competence?
Pose with your body leaning into the camera. Most people cringe from the camera and lean away from it.
What should the setting be?
The setting can be environmental [a real-life setting] or on a backdrop. If the setting is environmental, the key is to eliminate confusing details in the background of the portrait. A good photographer can take a quick look through the lens and know what to add in or take out of the background to keep the portrait composition strong.
What tips do you have for making the subjects feel and look comfortable?
Subjects have got to trust their photographer before they can relax. I often show my subjects how they look as I am working. That way they know what I'm doing and they understand what I 'm going for when I adjust their pose. It becomes a collaborative effort and makes the portrait so much stronger.
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