In the commercial world, nothing is worse than miscommunication. Maybe that’s debatable, but hear me out. Clear communication is absolutely essential to a thriving business with satisfied clients. If you aren’t on the same page as your client when it comes to art direction and final usage, you likely won’t have a successful relationship with them… which in turn discourages them from hiring you again.

Clear communication yields a higher chance of recurring clients.

Clear communication yields a higher chance of recurring clients.

Clients often have a variety of specific needs, but they may not understand them or know how to define them. That’s why it is so important to use terms that all parties understand. It is your job to determine what the client needs, manage their expectations, and execute a strategy to deliver final product they will want to brag about.

Whether you’re dipping your toes into commercial photography or you’re a seasoned pro, here are some terms you should be able to define and discuss with your clients.

Talent refers to paid models hired for a shoot.

Talent refers to paid models hired for a shoot.

Talent can refer to someone of any gender or age and can be hired with or without a talent agency. If the client asks you to secure talent for a shoot, make sure you understand their desired demographic and style. In pre-production or planning, always clarify who is responsible for finding and paying the talent.

Lifestyle describes photography of a subject within context.

Lifestyle describes photography of a subject within context.

Lifestyle photography often aims to create an aspirational environment or experience to motivate its audience. Some clients and photographers use “lifestyle” to only describe images with models in them. However, some could stretch the meaning to also include product photography in a natural environment.

Usage dictates the length of time in which images can be used and how they can be distributed (digital, print, broadcast, etc.).

Usage dictates the length of time in which images can be used and how they can be distributed (digital, print, broadcast, etc.).

Usage agreements can be contractually negotiated by clients, photographers, and talent/talent agencies. If a client asks about “final usage,” they are likely referring to how the image will look when distributed to consumers.

Deliverables describes what a photographer delivers to the client. 

Deliverables describes what a photographer delivers to the client. 

Editorial refers to content used in a publication. 

Editorial refers to content used in a publication. 

This can describe layout, content, and aesthetic. Sometimes clients and photographers use “editorial” as a synonym for “photojournalistic,” meaning more candid rather than posed.

Vignette is often used to describe a brief or compartmentalized perspective.

Vignette is often used to describe a brief or compartmentalized perspective.

If your client asks you to get “some vignettes,” they likely want detail photos. This term gets its meaning from the traditional vignette, a dark oval or dark edges used to emphasize a subject. In an event space, vignettes may refer to images of furniture, decor, and food. At a wedding, vignettes often refer to images of wardrobe, jewelry, flowers, etc.

In our experience, these are commonly shared definitions for these terms. However, clients often have a different, nuanced perspective of these terms and what they mean. Set yourself up for success by confirming exactly what your client means… without letting them know you think they’re misusing industry-related jargon.