This piece addds to sign-photo advice I offered several years back, with an important addition on photographing neon signs and advice on avoiding legal or security issues. For example, prior to photographing a sign, a signshop owner should ask the sign buyer to authorize the photo for his shop advertising or publicity. The most sedure method is to have the business owner sign a photographer’s property-release form, which, within reason, will free a signshop from any improper use complaints or lawsuits. In a case of conflict, the law is all about copyrights and permissions and, expectedly, large corporations are the most exacting. The release should allow the sign company to use the photograph for marketing, including web, brochure, portfolio images or other methods that may enhance its business.. One easy method is to include ”use” clauses within the sales contract. Be sure the form intent is clear, however, and that the signer is authorized to approve such uses. Be cautious here, because many larger corporation are understandably nervous when someone is photographing their property. Before you take any photographs, you may want your sales person to ask their contact to clear a photo shoot with their security people. And, even though editorial use of photography (for, say, use in an ST feature) doesn’t require a property release, you’ll be smart to obtain an okay before you shoot.
I say "woe to the poor sign installer" because this is the person who, after having toiled his sunlight hours either hanging or planting a sign, at days end, is charged to shoot photographs of the installed work. Such action seldom produces glamorous results. If the photo is important, choose one of these options (photo advice for true amatuers follows this article):
Sign designers usually shoot good photographs, because they’re creative and have a good eye, plus many have studied the craft. Your troubles begin when an overzealous designer downloads images into photograph-processing software, to add graphic experiments – splashed backgrounds, zombie onlookers or winged skulls. Thus, even though designers dislike rules, when it’s sign photography, a sign-company owner must enforce two rules: The KISS theory and "no zombies."
Photograph tips for serious sign shooters
Study the book that came with the camera; web research and experiment with any unclear instructions.
Learn photo software. Choose and learn either Corel® PaintShop Photo™ Pro X3; Adobe Photoshop, Photoshop Elements, or Lightroom. Use software to crop photographs and enhance colors. If you’re unfamiliar with photography software, study tutorials, magazine articles and books. Also, seek local workshops.
If possible, add a model (person). On large signs, adding a model (an attractive friend, for example) also adds interest and scale. Skip over trendy clothing and unorthodox poses because you don’t know who will be viewing the photograph. An intuitive pose is best; that is, have the model stand offside and read the sign.
And, ask the model to sign a model release beforehand. Because the release is a contract, pay your model one dollar, at least, to complete the exchange. To obtain standard model and property-release forms, visit www.gettyimages.com/contributors
Basic Sign Photography Guide
1. Clean up. Remove all tools, trash, pop cans, buckets, people and debris from the scene.
2. Set the camera. Set the camera dial on the green “Program” icon (automatic).
3. Get closer. Before you shoot, take a step closer, maybe two.
4. Hold firm. Brace yourself before you shoot (triceps against chest).
5. Take two. Take two photographs for every view you select.
6. Sunlight. Try to have the sun behind you.
7. Start back, move closer. Shoot your first photographs from a distance, then move up for a medium closeup and, finally, get close.
8. Take a walk. Walk around the sign, to photograph it from several angles.
9. Details. Photograph any interesting details.
10. Record problems. Photograph anything that may cause a problem later, to show your boss when you return to the shop.
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Selections from the Museum of Neon Art exhibit of the renowned “light artist.”
The company actively engages in waste elimination and sustainable production.
David Dupee, a lawyer by training and social entrepreneur, co-founded Good City Brewing in Milwaukee.
When building relationships with potential business partners, follow these three tips.