Other articles by Peter Johansky Photographer
Commercial photography is more than making a technically perfect image. It's about understanding your clients needs and creating a visual that re-inforces that objective. Whether its selling widgets or food the right visual means sales. Sometimes problem solving is involved (set construction, styling, directing or composite imagery); other times it's the right lighting, camera angle and background that deliver's the message. If there is a layout, it needs to be interpreted to deliver the full impact that the client intends. This understanding of photography comes from education and years of experience; it's not just having the right equipment!