Walk through your studio as a “new
client” coming in for the first time, and
observe every single physical element
you come in contact with.
From the moment your client walks into
your studio, every physical tactile interaction will be noted, and as such, every touch
point is a reflection of you. The doorknob
they turn, the feel of the flooring under
their feet, the temperature of the room, the
handshake that you greet them with, the
furniture they sit on, the glass they drink
from and the albums they flip through all
will affect their impression.
Be sure that each touchpoint leaves a
consistent impression that is aligned with
the brand you’re trying to project. Make
sure that your dish wear (mugs, cups,
glasses) is representative of your brand. If
you are going after a higher-end clientele,
for example, then invest in quality pieces
from a higher-end housewares store. When
ordering sample albums for your studio,
choose the finest materials, show off large
books and a variety of sizes.
The visual experience that our clients
have with us in our studio is paramount.
Some things to keep in mind:
The visual flow or “visual path” clients
take when they enter the studio, as well
as where their eyes are left to wander
and what they settle on as they are
sitting with you during the meeting, is
important. Be intentional about directing
their vision to the right places, the right
images, the right products and the right
The decor in your studio, including the
color of your walls, furniture, flooring,
lighting, flowers, plants, and any other
supplemental decor or visuals that add to
the warmth of your studio, matters, too.
The wall portraits that you have displayed
need to attract attention in the right way.
Not only does proper sizing, grouping and
placement have to be considered, but also
the right presentation—lighting, level,
placement, height, etc.
Consider the products that you have on
display, which may include gift prints,
books, albums, bags, totes and cards. Take
care in how and where they’re displayed,
and how they’re arranged.
The quality of your photography is an
obvious visual cue to your clients of the
quality they can expect from you. Show
only your best work, but also be deliberate in showing images that are unique
to you and your style, as well as photographs that you can attach a story to
when conversing with your clients.
Your personal physical appearance is a
big part of their perception of you, the
quality of your work and your professionalism. Dress appropriately, be properly groomed and be physically welcoming and warm with your body language
during your meeting.
Align everything your client sees with
the brand you wish to portray.
If you’ve been to an Abercrombie & Fitch
store as an adult, then you can probably
attest to the fact that sense of smell can
have a big impact on the experience with
a brand. The nausea-inducing, overbearing smell of teenage cologne (
intentionally sprayed throughout the store)
overwhelms your nostrils and probably
repels you, but that’s OK to the company
because you aren’t its target customer;
the teens who shop there, however, love
it because it connects with them on a
For a professional photography studio,
my first suggestion would be to eliminate
negative smells—keep garbages empty,
bathrooms clean, carpets vacuumed and
The next step is infusing soft, subtle
and warming aromas via a candle. I have
found that the best scents are ones that
represent “home” or more specifically,
something that represents some kind
of baked good. I’d recommend vanilla,
cinnamon, ginger, coconut or pumpkin
spice. Remember: the scent shouldn’t
be overwhelming, but rather should be
subtle and complementing—one candle
per room should be enough.
Above: Everything you display in your studio or home office has significance, so make sure
photos, groupings and placement are all appealing.