Many creative professionals need to pay more attention to the importance of printing work in the digital age.
Professionals who have spent years crafting perfect prints understand that it is an art form. This means that creative professionals in photography and print design are more able to create than ever.
Lindsay Adler is a New York City-based fashion photographer. Adler states that printing is an art form. This includes color management, the selection of paper, and how to use it. I am able to use prints to differentiate. Prints are a way for me to say ‘Thank you’ to my clients, models, and creative teams. It also sets me apart. They will remember me first when they are in need of a photographer if they have these prints up on their walls.
Lindsay Adler took all photos.
It’s about something other than getting the next gig. In a digital world, a print turns a photo or design from a blurred image on an illuminated screen to a work of art. She says, “In printed form, I feel like my art is able to receive appreciation for all of the effort and love that went into it.”
The print was given some key considerations by Adler to ensure beautiful and lasting prints.
The Concept
Adler starts every shoot with a vision and a mood board to help her create the right look and feel. Adler suggests asking these questions when developing your concept:
- What’s the goal of this shoot?
- How can I make the image impactful?
Print work requires that you consider every element with an obsessive attention to detail.
Adler says, “[For] every shoot, I carefully select hair, makeup, wardrobe, lighting, composition, color palette, retouching, etc.” Many of these details are lost or damaged in digital formats. You can explore the information with the print, taking your time to get into the details.
Adler recommends that you create a mood board for each project in order to keep the concept strong from beginning to end. She says, “The mood board is the roadmap for my entire creative team to prepare for and innovate for the shoot.”
This helps to ensure that everyone in the creative team works towards the same goal. “I am fortunate to have a small team of creatives with whom I work regularly. They are able to understand my vision and style and have cultivated a long-lasting working relationship.
The Equipment
The tools an artist uses to create her best work are her greatest asset. Adler used Canon–specifically, the 5Ds, 5DMark IV, and several Canon L-Series lenses for the shoot. However, that’s just half of the battle. Each photograph must be printed well. Canon is the best choice for her Camera and printing solutions. This ensures seamless workflows and high-quality results.
Adler states, “A print should be simple and allow me to achieve the best quality prints I want, including the ability to represent saturated colors, smooth gradients, detail in shadows, and more.” It should be an extension of my workflow rather than a place that causes me frustration and wastes my time.
These are the essential considerations to ensure perfection in a printed piece by Adler:
- Prints should have shadow detail while still being true black.
- A smooth gradient of colors must be present in print without any banding.
- Prints must be saturated in color while still being true to the original image.
- Prints must have uniform and smooth surfaces.
Two of them she owns, one for her home and the other for her studio.
She says that the series produces stunning images and is reliable. The series is easy to integrate into my business because of these three elements. These elements save me time and allow me to stand out with high-quality prints that reflect my style.
The “Wow Factor”
Adler uses image PROGRAF PRO Series Printers to achieve the most important elements in her print, which are the elements that make it stand out from other works.
She says, “A great image can have an impact.” It makes you stop and think twice. If your photographs don’t stand out in fashion or advertising photography, no one will notice them. Although the impact is difficult to define, an image must have the ‘wow factor’.
It is essential to show your passion for quality and detail in print. This will help you not only create exceptional work but also establish yourself as an expert in this creative space. A print can not only help creatives such as Adler to get work, but it can also increase the value of their personal brands.
Adler says, “The print makes you, even more, an artist in their eyes.” “Furthermore, the print makes it less of a consumable ‘… image, and its tangibility intrinsically increases its value in the hands it is owned (ideally my clients or potential clients).
