Comments on: Upgrading Your Viewbook Photography

By: Andrew Careaga

Andrew Careaga — Sat, 21 Nov 2009 17:43:46 +0000

Excellent article and well worth sharing. You assume that the art director and/or graphic designer of a viewbook would be essentially in charge of the project. Unfortunately, it’s been my experience that too often the direction comes from the admissions or enrollment management office, rather than the creative side of the house. The result is a desire for the predictable.

By: Paul O'Mara

Paul O'Mara — Thu, 29 Oct 2009 12:43:05 +0000

Mark,
I am bookmarking this. You certainly don’t piss me off on the mediocrity thing. The goal of a viewbook is to explain what sets that institution apart. That can never be done looking like someone else. Every institution has a distinct personality and that’s the story that needs to be illustrated.

By: Ryan Smith

Ryan Smith — Mon, 19 Oct 2009 17:51:53 +0000

Mark, you have discussed so many things here that I feel are too often overlooked in education photography. As a photographer who shoots education, the process outlined here makes my job easier. I find myself increasingly being asked to shoot with vague aesthetic guidelines on my own. No organization and no style parameters.

On one hand this is a great benefit for any creative person. Having complete freedom to shoot how and what I want is amazing, but I can’t read minds. This approach puts me in an incredibly difficult position to deliver images that are focused and relevant to the marketing goals of the institution. I have learned how to be flexible in this situation, but I would much rather have specific criteria to direct my photography. Organization and collaboration helps me do my job better. As Mark puts it, a well thought out and organized “framework” will benefit all people involved and ultimately advance the institutions identity.

Thanks for a great article!

By: Mark N

Mark N — Wed, 14 Oct 2009 15:55:33 +0000

John – I wouldn’t call it a wish list as much as a framework. It is true that many organizations, including mine, don’t have the time to dot all the “i”s and cross all the “t”s when it comes to planning a shoot. We all live in the real world. But there are certain things you can’t compromise on if you want to achieve distinctive work. So even if you can’t get it all, it is important to see these steps as a goal that you strive toward. The high school kids who receive these promotional materials will thank us.

By: John Davis

John Davis — Mon, 12 Oct 2009 16:41:59 +0000

This should be required reading for anyone hiring photographers. I think your points are more of a wishlist but should definitely something to strive for. Also, I have to say that the projects I’ve worked on with NCM have by far been the most organized. Thanks Mark! Keep up the great work.

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