Picture Perfect

Know the Process

Some companies believe that the process of photography is somehow quicker than it used to be, or easier than it used to be, Carter points out. "They might not understand how much goes into taking a professional shot," he says. "It can take hours to get a shot perfect, and that's one of the misconceptions that many people have. They might come in with a list of 20 shots that they think can be done in a day, and realistically, we can only do five of them."