The Basics:
A “creative” wedding album design is influenced by seven marketing rules for a studio: (1) type of equipment used; (2) the amount of time spent on the job; (3) the amount of film used, size and quality of the previews (usually 3x5; sometimes 4x6 or 5x5); (4) type of product; (5) promotion of it; (6) its price, and (7) the studio’s perceived standing in the community. When studios succeed in creating a demand through advertising and sales pitches for a “creative” wedding album, they charge a premium price.

The Storytelling Concept:
The majority of studios stress they will design an album to tell a chronological story of your wedding day. This is easy to do because about 99% of all weddings follow a set sequence of events. The engagement picture (optional, six months to a year in advance). The bride’s home. The services. The reception. Sometimes the B & G will want special pictures taken either before or after the ceremony at a special location of their choosing either in formal attire or whatever to be included in the album. What you should remember is basically all studios follow the same sequence of events. The difference is (1) how elaborate of a album you want, (2) the number of traditional and candids to document your wedding; (3) the quality of the photography and (4) how well the three work together.

Album Pictures:
Which pictures have the most meaning to you? These are the ones to include in your album. Keep in mind each picture should be able to stand alone and/or be able to tell a story with other pictures. The most important aspect of a wedding album is the photography. It has to be flawless. Creative design and matting does not make up for average photography. For most B & G’s the most important pictures in the album to be larger than the candids are (1) the bride and groom together; (2) individual pictures of the B & G; (3) family members with the B & G together; and (4) the bridal party. Other pictures can be enlarged too, depending on their importance, placement in the album, the cost of the album and your budget. For example, a panoramic picture in the middle of the album makes a nice addition, along with panoramas in the beginning and end of the album, but they must be planned for in advance because they require special cropping prior to shooting.

For a truly unique storytelling wedding album, I suggest the following images be included to make up your wedding album: (1) baby pictures of B & G; (2) adolescence of B & G; (3) reenactment of B & G’s first meeting or date [possible panoramic]; (4) courtship or reenactment of or fantasy of [possible panoramic]; (5) reenactment of G’s proposal [possible panoramic]; (6) pre-wedding preparations; (7) bride’s home—traditional and candids [possible boudoir picture]; (8) ceremony—traditional and candids [possible panoramic]; (9) reception—candids [possible panoramic]; (10) leaving reception [possible panoramic], and (11) honeymoon pictures. Doing all this would likely require more than one album to cover everything depending on the size and the amount of traditional and candid pictures to be included in the album. A rather unique way of doing a wedding album is actually have two wedding albums; one for the traditional pictures and one for the uninterrupted flow of candid pictures.

Camera Size Format Myth’s and Realities:
Yes, a 2x2 Hasselblad records better quality images than a 35mm camera given the image size is recorded larger on the 2x2 than on the 35mm negative. If the image is recorded the same size on the 2x2 as on the 35mm using the same type of film, then the image quality remains about the same if not slightly better if using a high quality (Nikkor or Canon L) lens on the 35mm. Where the difference occurs is in the image size recorded on film and the degree of enlargement of the image. If the same image was recorded as large as possible on each format size and enlarged to an 8x10 or 11x14 print, there would not be any appreciable difference in image quality that could be seen by the eye, providing each were printed under ideal conditions. However, if 16x20, 20x24, 30x40 and up murals were required, then the 2x2 image will produce a better quality print providing the image is as large as possible on the negative. Therefore, it is best to have formal or traditional pictures taken on 2x2, i.e., bride’s home and traditional altar pictures, and then have the candids taken on 35mm; this includes the bridal procession coming down the isle. If there are no plans to have wall murals made, and the largest image is going to be an 8x10 in the album with a panoramic 12x26 or smaller, then there is no reason to go with 2x2. If you ask the studio to shoot on 35mm, you may save a few dollars, be given more candids or be given credit for additional picture enlargements. Note: Personal opinion: If requesting your wedding be recorded on 35mm film, be sure the photographer uses newer Nikon or Canon equipment, other equipment may not give the best results. Do not be swayed by snobbish ales pitches saying a 2x2 is always superior over a 35mm. The cost of 2x2 film and previews are more expensive than 35mm and a 2x2 is not good for shooting candids; it’s too big and too slow to work fast with to capture great expressions most of the time. Oh, a 35mm camera is considered a professional camera in the hands of a professional.

If your pictures are going to be captured by a digital camera, you should know this about quality and enlargements because not all digital cameras produce quality prints depending on finished print size. The more megapixels a camera has to record images on, the better. A pixel records just one tiny dot of color. So therefore, the more pixels, the better image quality. Prints should be printed with a printer using 300 pixels per inch (ppi), not 150 ppi and using 6 colors, but preferably 7 colors. If there are too few pixels or only 4 or 5 ink colors, prints will look blocky and unattractive. The size of the finish image will deturmn how many megapixels a camera should have; remember, most pictures are cropped, therefore more pixels are required. For example, if you only want fine quality 5x7 prints, then a 3.2 or a 4.0 megapixel camera will do. If however you want a finished print to be an 8x10, then a 6.3 or a 8.0 megapixel camera will do. If you want an 11x14 fine quality print, then only a 11.1 or a 13 or higher megapixel camera will do. If you want prints larger than 11x14, use a 2x2 color negative film camera.

Choosing a Photographer (Studio):
The photographer shooting your wedding is the most important item to consider above all else. Without great pictures, you have no wedding album. It is the photographer’s responsibility to (1) remain as invisible as possible; (2) be cordial; (3) serve the B & G and their guests by fulfilling their photographic requests; (4) setup the traditional pictures, quickly and efficiently; (5) record candids with compassion, style and flair, and (6) use high quality equipment. On a personal note, I’ve seen photographers (and videographers) who are rough around the edges personality wise, but their work is excellent compaired to some silver tounge ones; remember, you’re buying the finished product.

It is very important you meet the photographer and review their work. Ask for references. Try to determine their style of photography and if you like it and if you’d be comfortable with this photographer. Each photographer has a different personality and style of shooting; some give no guidance (inexperience) while others are control freaks (insecure). Usually it is best to go with a photographer that works out of their home than go with a big studio. The reason is you’ll receive more personalized service and that photographer relies very heavily on good word-of-mouth recommendations from their clients because they do not advertise as much as big studios.

This is not to say big studios do bad work, it’s just that you’ll be one of hundreds being churned out of their slick mills trying to sell you as many additional services and pictures as possible. Some big studios can and do offer choices of albums and services an independent photographer doesn’t or can’t. The main concern you should have with a big studio is, you may never know who the photographer is until they show up on your front door, except from the call a week before the wedding. The studio may or may not show you that particular photographer’s work when you request it. Some big studios have a turn over of photographers from season to season; while others keep a fairly stable staff of photographers from year to year. Some studios require their new photographer’s not to tell the B&G that they’re new at shooting weddings. Some studios cut corners, especially on the amount of film shot, the quality of the preview pictures or their size. Sometimes you have no know way of really knowing if the picture can be printed correctly until after you order it. Some studios use preview pictures to fill up your album; that’s okay if they’re high quality prints; many aren’t. Some studios use a computer program to generate how your album will look like and if you delete one or more pictures, they’ll say the flow of the storytelling will be thrown off trying to force you into an extra sale. Some will let you pick what pictures to be included in your album. Some will present you with an elaborate slide show showing your pictures in large frames, hoping when you see how nice each image looks framed, you’ll buy a large framed picture or two or three.

A special note: Many, if not most photographers working for studios are considered freelance photographers because studios do not want to pay benefits for them. This brings up an interesting situation concerning liability. What happens if the photographer, heaven forbids, drops a camera on the groom’s toe and breaks it? Or a guest trips over the photographer’s electrical cord? Who’s responsible? The studio? The photographer? So for your peace of mind, make sure your videographer/photographer has at least one million dollars in liability insurance!

Remember, it is the photographer using quality equipment with a style and personality you like that will make or break your wedding album, not any slick sales pitch or presentation. If you give an independent photographer the time, you may even come up with some outstanding creative pictures because they want the freedom to express themselves that you wouldn’t get from a big studio because it does not fit into their formula.

Special note: When hiring an independent photographer/videographer, the samples they show you are the quality and style you will receive. Your ceremony coverage is dependent on constraints placed on the photographer by the cleric. A very special note concerning videographer’s samples, while very rare, it does happen once in a while; the sample showen is not their work, they swiped it from some other videographer by requesting their sample be sent to them. To avoid this, review more than one sample wedding.

Make-up and Hair Stylist:
On your wedding day you have many things to think about and you’re probably nervous. You should take time out to relax and let a professional make-up artist and hair stylist pamper you. Not only will you have a chance to gather your thoughts while relaxing, you’ll know you will look stunning for your friends and the photographer. If you plan on having a different hair style, it is advisable you try it out several months before to make sure you’ll like it with your veil on. By trying on your veil at the same time, you’ll know how you’ll look with it on and how to attach it. You do not want any surprises on your wedding day. You should ask your photographer for recommendations or your beauty salon. Note: Do not forget your fingernails; more people will be looking at your hands than any other day in your life.

How much should you expect to pay?
First, only you know how much you can afford to spend and your memories are worth to you. In Chicago, IL, the average bride budgets $19,700 for their complete wedding according to Chicago Wedding Magazine. Out of that comes the fees for the videographer and/or photographer. Prices vary widely depending on the videographer’s or photographer’s equipment, skill, how much time is spent with you, what’s included in the package, their overhead, etc.. Wedding packages range from $295 to $10,000+ (average cost is about $2,000-$3,600). Probably the best package you can buy is one that you create yourself. Hire a professional to take the pictures, furnish you with album quality 4x6 or 5x7 previews and then you decide which pictures you want to include in your wedding album and which ones you want enlarged in an a la carte fashion. This way you pay only for the pictures you want without buying a package which you’re committed to buying a set number of pictures you do not know what they’ll look like. Also get a price list up front with everything you’ll need for yourself, family and friends. Some studios do not properly disclose what’s included in a package deal. An attractive $850 package shouldn’t turn into a surprising $3,000 package. Price comparison shopping between studios can be very difficult because each offer different types of packages with different options and quality. For example, some extras can be an engagement portrait, a pre-wedding day formal sitting, the rehearsal dinner, leather or vinyl albums, parent’s albums, miscellaneous enlargements, etc.. If you want a package deal, have the photographer or studio give you a special quote on what you want. When an agreement is reached, have it put into writing; know what it would cost if you later changed your mind and wanted to add or delete something. Remember, you won’t know what you really want until after you’ve seen the previews. Most studios expect the previews back within X days, otherwise they’ll charge you extra for something you’ve paid for in the first place, while some studios will give them to you free if you buy X dollars above the amount you agreed to spend or others will sell them to you. However, the negatives (and video) do belong to the photographer under federal copyright laws even though you did in essence pay for the film. With video tapes, you’ll not be able to play the tape on your VCR because of compatability problems. Some studios will give you the negatives after one or two years, while others may sell them to you. Note: When a photographer or studio offers a low price package, they will spend less time with you and shoot less film and give you fewer previews to choose your enlargements from and sell you on bigger, more profitable pictures, than those who charge you more up front to provide you with more shooting time and shoot more film to give you a better selection of previews to choose from. Normal coverage on your wedding day, bride’s home, ceremony and reception should provide you with about 250 to 350 3x5’s from 35mm (some studios only provide 75-150 5x5’s from 2x2) previews on the typical size wedding (about 100-175 guests). If you have a large wedding, 250-400+ guests, then expect about 400-600 previews from 35mm, but expect to pay a premium price too. It all depends on how many candids you want taken to document your wedding day. A novel ideal is to buy a photographer’s services for the entire day plus X dollars for each roll of film with album quality 4x6 or 5x7 previews (approximately 700-1,000) and a la carte everything else. Doing this will provide you with the most complete photojournalist documentary style coverage of your wedding day. If you choose 5x7 previews, the only item left to buy is the wedding album and maybe a dozen of your favorite 8x10 pictures. It will cost more up front, but less in the end and you’ll have all those great previews too. Remember, film, previews, time and quality costs more. Ideally, you should choose an independent photographer that provides you with about 500-800 quality 4x6 or 5x7 previews that are yours to keep, 8-10 hours shooting time, uses high quality equipment and has a creative eye.

Some Helpful Hints:
Start your wedding day preparations earlier than you think is necessary by at least 1 hours. Outsmart Murphy’s Law. Do not plan on dressing with your bridesmaids; have them come dressed to your house. Everyone dressing at your house sounds like fun, but it’s time consuming and brings on added stress and confusion. Allow more time for your hair and makeup artist than she/he asks for; it usually takes longer than anticipated. Tell your florist to have the flowers there one hour before you really need them; about 50% of the time they run late or come at the last minute. If they’re late, they delay the home photography. Tell all your family members and friends that you want formal pictures taken with them at the altar and for them to go immediately to the altar following the ceremony. If they scatter, there maybe insufficient time to round them all up and take all the pictures you want because of time constraints put on by the chapel. While it’s nice to have a reception line immediately following the ceremony, it takes valuable time away from the formal pictures; and with all the hugs and kisses, you’ll be messed up for the formal pictures. Also some people you want pictures taken with may leave. It’s better to have the reception line at the reception hall or after the formal pictures have been taken. If possible, please tell your guests not to take flash pictures during the formal pictures. Their flash will trigger the photographer’s professional flash equipment and cut down on the proper recycling time and your pictures will be underexposed.

If you have any questions concerning wedding photography or vidoegraphy, please email me at jollyjim@flash.net and I’ll do my best to answer them.

How may I serve you? jollyjim@flash.net