Portfolio & Image Quality Assessment

How to Evaluate a Photographer: Using Our Assessment Checklist

You can find the 19-point checklist here: Professional Photographer Evaluation Checklist

Your first step when evaluating a professional photographer to hire is to examine their portfolio with a discerning point of view.

We assess portfolio quality across three key areas, all included in our Professional Photographer evaluation form. We created this form to assist you in determining if a potential photographer is one who is consistently quality driven vs. producing amateur level work and we here at Professional Child Photographer hope that these explanations will take the evaluation form a step further to help you determine who your next photographer will be.

Each of these sections scores either a YES or NO on the score sheet.

Section 1: Portfolio & Image Quality

Engaging Subject Expressions

…not just smiling faces.

Subjects should appear naturally relaxed; not forced or uncomfortable. A skilled professional photographer has the uncanny ability to capture moments where children organically express themselves: not obviously performing for the camera (aka “say cheese” grins, although they have a time and place in telling a story during a photography session). Look for imagery where the subjects display genuine, authentic emotions: a child held by their mother with eyes closed in serene comfort, a toddler exploring flowers with curiosity and wonder, siblings playing with genuine joy. These moments reveal a photographer who captured real feeling, not performance.Images need not to be perfectly smiling faces to ensure poignant imagery that gains heart value over the years.

Avoid portfolios filled with stiff expressions, forced smiles, and visibly uncomfortable subjects. A skilled professional photographer creates an environment where children feel safe enough to be their genuine selves and all family members can “let their hair down” and relax.

Diverse Portfolio Range:

…reveals a photographer’s versatility and depth of experience.

Quality portfolios showcase work across different ages (infants through teens and early 20’s), diverse ethnicities and cultural backgrounds, a multitude of family dynamics, and session types. Ask yourself as you peruse these portfolio images: Can this photographer engage with and photograph an active toddler (or two or more)? How well does this photographer elicit emotions from shy preschoolers? What do sessions with multicultural families look like? Does the photographer do a good job of highlighting personality types when siblings have different personalities?

You’re looking for experience here. A limited portfolio showing only one type of child or scenario suggests limited experience. A strong photographer adapts their approach to each child’s unique personality and their developmental stage. Their photography portfolio will demonstrate this adaptability: you will see solid work across different scenarios, personalities, and challenges.

Posing Technique:

…reflects both technical skill and understanding of a subject’s comfort level in front of the camera.

Look for poses that appear natural and flowing, poses that flatter the subject. Ask yourself: are the subjects positioned in ways that highlight their best features without looking awkward or contorted? Poses should align with the child’s developmental stage. A toddler shouldn’t be posed like a teenager, and vice versa, unless of course, the photographer is intentionally highlighting a personality quirk or recreating a beloved childhood pose.

A professional photographer knows age-appropriate posing and can execute it reliably. The goal is posing that flows naturally, feels comfortable for the child, and creates beautiful images for the family.

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Together, these three elements reveal whether a photographer truly understands how to work with children, not just photograph them.

Section 2: Business Professionalism Indicators

When evaluating a photographer, you may be surprised to hear that their business infrastructure reveals as much about their professionalism as their portfolio. A photographer might create beautiful images but fail to deliver them on time, may fail to communicate clearly about their pricing, or not provide a professionally printed product line.

These business fundamentals separate hobbyists from true professionals.

Professional Web Presence:

…demonstrates commitment to their business and client experience.

A professional photographer maintains a comprehensive, organized website that serves as your primary resource for understanding their work and process. This isn’t about fancy design—it’s about functionality and completeness.

What to look for:

• Complete portfolio/gallery organized by session type or subject
• Clear communication about services offered
• Contact information readily available via a contact form, an email and/or phone number
• An about page explaining their background and approach
• Sometimes professional photographers will have a section devoted to testimonials or client reviews
• Blog or recent work samples showing active business or at the very least a link to social media with recent work depicted

Red flags:

• Website doesn’t appear to have been updated in years
• Excessive number of broken links or missing pages
• Only social media presence (no actual website)
• Vague or missing service information
• Unprofessional imagery or design choices

Why this matters: A photographer who invests in maintaining a professional web presence is invested in their business long-term. If they can’t organize their own website, how will they organize your session, editing workflow, and image delivery?

Transparent Pricing Overview:

…shows respect for clients and confidence in value.

Professional photographers provide clear, accessible pricing information. This doesn’t mean every price must be listed on their website (many professionals offer custom pricing based on your needs), but you should be able to understand their general rate structure.

For example:
“Session fees begin at $250. Professional prints and products are available à la carte:
• Mounted, UV-protected 8×10 prints starting at $85
• Digital image collections starting at $550

Or you can select our All-Inclusive Digital Package – $650:
• Session fee included
• 5-fully edited high-resolution digital images + corresponding 4×6 printed proofs included for printing reference
• Additional images available for purchase

Typical Investment: Our typical client invests approximately $1,250 and receives a beautiful selection of professional prints along with web-sized digital files for online sharing.”

What to look for:

• Pricing guide available upon request or on website
• Clear explanation of what’s included in session fees
• Transparent product pricing (prints, albums, digital files)
• No hidden fees or surprise charges
• Written contracts that outline all costs

Red flags:

• Refuses to discuss pricing until after consultation
• Vague answers about “packages” without specifics
• Constantly changing prices or “special deals”
• Pressure tactics or artificial urgency (“book today or lose this rate!”)
• Unclear about what’s included vs. additional costs

Why this matters: Transparent pricing indicates a photographer who values their work appropriately and respects your budget planning. Pricing games suggest either desperation for bookings or inability to articulate their value—neither inspires confidence.

Professional Product Offerings:

…reflect commitment to quality from capture to delivery.

Professional photographers partner with professional labs and offer archival-quality products. This isn’t about upselling – it’s about ensuring the images you loved during your session become heirlooms that last generations, not just flimsy prints that fade in a few years.

Many photographers dedicate website space to discussing their product offerings. When these photographers are passionate about professionally printed imagery, that enthusiasm signals they understand the difference between consumer-grade prints and archival products.

What to look for:

• Dedicated section on their website explaining available products
• Archival-quality prints and albums in various sizes
• Product variety: wall art, albums, framed prints, specialty items
• Professional framing partnerships or reputable framer recommendations
• Clear quality control process (Do they inspect products before shipping? Do they drop-ship directly from lab?)
• Specific timelines for product delivery

Red Flags:

• Digital-only with no guidance: Some professional photographers offer exclusively digital files. While this isn’t automatically disqualifying, but we urge you toask critical questions: Do they provide color-accurate reference prints? Can they explain proper file handling for printing? Do they recommend specific professional labs? A photographer who offers digital files without guidance on how to maintain quality is abandoning responsibility for the final product.
• Suggests consumer-grade printing services (Walmart, Shutterfly, CVS)
• No printed product samples available to view
• Vague or confused about printing partnerships and processes
• Can’t articulate the difference between professional and consumer printing
• Offers no quality guarantees on products

Why this matters: Most professional photographers understand their reputation lives on your walls. They ensure every print bearing their artistic signature – whether they print it themselves or you do – meets professional standards. The photographer who delivers digital files and points you toward drugstore printing has likely abandoned quality control entirely.

The exception: Photographers who offer digital-only but provide color-accurate reference prints, professional lab recommendations, and clear guidance on file handling demonstrate they still care about the final product—even if you’re managing the printing process yourself.

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Together, these business fundamentals reveal whether you’re hiring someone running a real business or someone with a camera and a Facebook page. Portfolio quality might catch your eye, but business professionalism ensures you’ll actually receive the images you paid for—on time, as promised, with the quality you expect.

Are you ready to begin evaluation of your potential photographers? Click here to enter the Potential Photographer Evaluation Checklist

Section 3: Communication and Conduct

A photographer’s communication style and professional conduct reveal how your entire experience will unfold – from your first inquiry to photographer’s final delivery of imagery. Certainly beautiful portfolio images matter…but if a photographer cannot communicate clearly, maintain professional boundaries or handle the inevitable challenges that arise during sessions, your investment can become a huge source of stress rather than the joy-filled experience you embarked upon to get beautiful imagery made of your nearest and dearest.

Clear Communication Process:

…sets expectations and builds trust from the start.

You should feel confident about a photographer’s communication style before you even inquire! A strong professional photographer makes their processes, timelines, and expectations clear on their website, then they will maintain that same clarity from first contact through final product delivery. This doesn’t mean instant responses 24/7 – it means predictable, detailed communication that keeps you informed and confident throughout the process.

What to look for:

• Prompt initial response to inquiries (within 1-2 business days)
• Detailed pre-session communication: what to wear, where to meet, what to expect during the process
• Clear booking process with written contracts (either online or in printed format)
• They are proactive with updates about timeline, editing progress, and delivery
• They use established communication channels (email, phone, client portal, etc)
• Professional tone in their email/message communications, tone and grammar
• Answers questions thoroughly without ever making you feel like a burden

Red flags:

• Takes days or weeks to respond to basic inquiries*
• Vague or incomplete answers to straightforward questions
• No written contract or unclear terms
• Communication inconsistency (responsive before booking, *crickets* after)
• Makes you chase them for updates or information
• Unprofessional tone in messages (overly casual, poor grammar, inappropriate language for your relationship with them)
• Defensive or dismissive when you ask legitimate questions

Why this matters: Communication breakdowns are the number one source of client dissatisfaction in photography. If a photographer is unable to communicate clearly during the booking process (when they’re trying to win your business), they certainly won’t improve after they have your money in hand. Clear communication signals respect for your time, investment, and peace of mind.

Professional Online Behavior:

…demonstrates maturity, boundaries, and business integrity.

Your photographer’s online presence—social media, business pages, blog posts, even responses to any online reviews – reveals their professionalism beyond what they’ll show you directly. How they present themselves publicly and handle challenges online predicts how they’ll represent your family and handle any issues that arise.

What to look for:

• Obviously professional, consistent branding across all platforms (website, social media, etc)
• Appropriate content (no personal drama on business pages – with exceptions being related to having experienced any losses in their life or life’s celebrations they wish to share with their clientele)
• Appropriate and respectful responses to client reviews and comments
• Clear boundaries between personal and business presence
• Positive, encouraging interactions with other photographers
• Educational or inspirational content that elevates the profession
• Appropriate use of client images (with permission, properly credited)

Red flags:

• Excessive personal complaints on business platforms about clients, family, finances, or other photographers
• Public criticism of other photographers’ pricing or work
• Defensive or argumentative responses to reviews or feedback
• Inconsistent online presence (months of silence, then posting frenzy)
• Inappropriate content mixed with business posts
• Sharing client images without permission or in unflattering contexts
• Drama-driven posts seeking sympathy or stirring controversy

Why this matters: How photographers conduct themselves online reflects their emotional maturity and professional boundaries. Photographers who publicly complain about clients, criticizes competitors, or can’t separate personal drama from business presence will likely bring that same lack of professionalism to your experience. Your family’s images deserve a photographer who represents you – and themselves – with dignity and respect.

Client Interaction Skills:

…reveal emotional intelligence and adaptability.

Professional photographers often work with subjects that possess diverse personalities: shy children, anxious parents, reluctant teenagers, blended families with complex dynamics, clients with special needs and everything in between.

The ability to read people, adjust approach, and maintain composure under pressure separates professionals from amateurs.

What to look for:

• Photographer is patient, calm demeanor during your consultation (be it over the phone, online “FaceTime” types of interactions, or in person)
• They will ask questions about your family dynamics and preferences
• They adjust their communication style to match yours (formal vs. casual)
• They demonstrate understanding of child development and behavior
• They may share examples of working with diverse families or challenging situations
• They show flexibility when plans change or unexpected issues arise
• Makes everyone feel welcome and valued regardless of family structure

Red flags:

• Rigid, inflexible approach (“this is how I do sessions, take it or leave it”)
• Impatient or dismissive of questions or concerns
• Doesn’t ask about your children’s personalities or needs
• One-size-fits-all mentality regardless of family dynamics
• Uncomfortable discussing diverse family structures or special considerations
• Becomes flustered or irritated when children don’t cooperate
• Makes judgmental comments about parenting, family choices, or lifestyle

Why this matters: Photography sessions with children are, as you can imagine, inherently unpredictable. Toddlers have meltdowns. Teenagers resist participation. Babies refuse to sleep. Siblings squabble. A professional photographer navigates these challenges with grace, patience, and creative problem-solving, thus making the experience enjoyable despite the chaos.

Their ability to connect with your family determines whether you’ll treasure the experience or just endure it.

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Together, these communication and conduct indicators reveal a photographer’s emotional intelligence, professional maturity, and respect for clients. Technical skills can be learned, but the ability to communicate clearly, maintain professional boundaries, and connect authentically with diverse families? That’s what transforms a good photographer into someone you’ll enthusiastically recommend to friends.

Section 4: Professional Development and Growth

A photographer’s commitment to ongoing learning and consistent quality reveals whether they view photography as a serious profession or a casual side hustle. The photography industry evolves constantly – technology changes, artistic trends shift, business practices adapt.

Professional photographers invest time and money towards a goal of continuous growth to serve their clients better. Hobbyists rely solely on what they learned years ago.

Ongoing Education:

…demonstrates dedication to craft and commitment to excellence.

The strongest professional photographers can be seen actively pursue education throughout their careers. This might include engaging in their own personal projects, attending (or hosting) workshops, attending conferences and trade shows, attaining certifications, writing for publications, engaging in mentorship programs, or other types of industry involvement: online or in person. They understand that yesterday’s knowledge isn’t enough for tomorrow’s clients. They understand that they cannot remain with their feet in cement in order to grow their brand and their art.

What to look for:

• Recent workshop or conference attendance (within past 1-2 years)
• Professional certifications or credentials (CPP, Master Photographer, Photographic Craftsman)
• Membership in professional organizations (PPA, WPPI, local professional groups)
• Engaging in personal projects and/or discussion of personal projects on blog or social media
• Continuing education mentioned on website or in conversation
• Teaching, mentoring, or speaking at industry events
• Published work in professional photography publications
• Competition participation or awards recognition
• Investment in new equipment, software, or techniques
• …the list is quite extensive for ways in which professional photographers can grow their skills

Red flags:

• No evidence of education beyond initial training years ago
• Dismissive attitude toward learning (“I already know everything I need”)
• No professional organization memberships or involvement
• Outdated techniques or equipment with no plans to update
• Are not able to discuss recent industry developments or trends
• Never attended workshops, conferences, or sought mentorship
• Resistance to feedback or new approaches

Why this matters: Photography technology, artistic trends, and business practices evolve rapidly. A photographer who hasn’t invested in education recently is falling behind – in their technical skills, their artistic vision, and very likely with their business acumen. Ongoing education signals commitment to delivering current, relevant work rather than relying on outdated approaches. It also indicates they’re part of a professional community that holds them accountable to higher standards.

Consistent Work Quality:

…proves reliability across all sessions, not just portfolio highlights.

Anyone can create a few stunning images under ideal conditions.

Strong professionals consistently deliver excellent work across diverse scenarios: challenging lighting, unpredictable (unruly) children, varying locations, challenging family dynamics. Their entire portfolio demonstrates reliable skill, not just cherry-picked favorites. This is why we caution against using photographers that have “picture perfect” models throughout their entire portfolio – not an average looking face in the entire collection! Photos of great looking and comfy-in-front-of-the-camera people are *EASY* to take. Great looking photos of more average looking people? That’s where strong professional photographers adept at understanding light and posing absolutely SHINE.

What to look for:

• Portfolio consistency across different sessions and varied subjects
• Similar quality standards in recent work and older samples
• Reliable technical execution (focus, exposure, color) throughout portfolio
• Blog or social media showing full sessions, not just single hero shots unless clearly marked “sneak peeks” where the photographer may showcase a few images from a recent session as a preview to put a client’s mind at ease
• Clear artistic style maintained across different session types
• Professional finish on all displayed work, not just featured pieces

Red flags:

• Dramatic quality variation between portfolio images
• Only shows 1-2 images per session (hiding inconsistency?) – again unless clearly noted “sneak peeks” in which you will have to consider the purpose of such posts
• Recent work appears significantly weaker than older portfolio pieces
• Technical errors visible across multiple images (focus issues, exposure problems, colors are “off”)
• Inconsistent editing style or quality within same session
• Portfolio hasn’t been updated in years
• Client reviews mention disappointment with final results vs. expectations

Why this matters: Your photographer’s portfolio represents their best work. These are the images they’re most proud of and want you to see. If their best work shows inconsistency, their average work will disappoint. Strong professional photographers maintain high standards across every session because their reputation depends on reliable excellence, not occasional brilliance. You’re not just hiring one great session – you’re hiring consistent quality you can trust.

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Together, these professional development indicators separate photographers who view their work as a serious profession from those treating it as a casual hobby. Ongoing education and consistent quality signal investment in craft, commitment to clients, and dedication to professional standards that endure beyond a single portfolio.

To begin evaluation of any potential photographers you are considering, click to enter the Potential Photographer Evaluation Checklist

Section 5: Technical Image Quality Assessment

Technical mastery separates professional photographers from casual camera owners. Artistic vision matters, yes, certainly but technical mastery ensures that vision translates into images you’ll treasure for decades. These eight technical criteria help you evaluate whether a photographer has the skills to deliver consistently excellent results.

You don’t need to be a photographer to assess these qualities – you just need to know what to look for.

Eye Focus & Sharpness:

…the foundation of every professional portrait.

In portrait photography – the eyes must be tack-sharp. This is non-negotiable in photos where the subjects eyes are visible and the focal point of the image. Even if every other element is perfect, if the subject’s eyes aren’t in crisp focus, the image fails. Professional photographers understand this fundamental rule and execute it consistently.

What to look for:

• Eyes are typically the sharpest element in every portrait (image dependent)
• Eyelashes visible and fairly well-defined (when viewing full-size images)
• Catch lights (reflections) in eyes are clear and distinct
• No soft or blurry eye focus across portfolio
• Sharpness maintained even in challenging situations (moving children, low light)
• Detail visible in irises when zoomed in

Red flags:

• Eyes consistently appearing soft or slightly out of focus
• Focus lands on nose, ears, or clothing instead of eyes
• Inconsistent focus across multiple images
• Blurry images excused as “artistic choice” – yes it can be with intention but to label all blurry images as a “portrait photographer” as “artistic choices” is a poor excuse for lack of technical consistency
• Can’t see eyelash definition in portfolio samples
• Multiple images where no part appears truly sharp

Why this matters: Eyes are where we connect emotionally with photographs. Soft or mis-focused eyes make portraits feel disconnected and amateur, no matter how beautiful the lighting or location. If a photographer can’t consistently nail eye focus – one of the most fundamental of technical skills – they likely lack the precision required for professional work.

Exposure Accuracy:

…consistent exposure ensures details are preserved, Not lost to darkness (shadow) or blown-out highlights (like you may see when there is no sky detail in the background).

Proper exposure means the image isn’t too dark (underexposed) or too bright (overexposed). Professional photographers expose images correctly in-camera, preserving detail in both shadows and highlights so that when they take the image into “post” (post-processing) they need not hope and pray that they can “fix it in post”. Getting exposure balanced right when they press the shutter is key to imagery that looks professional and aesthetically pleasant.

There are always exceptions to the rule and a true technical professional will understand how and when they can/should break the rules of exposure.

What to look for:

• Faces are properly lit with visible detail, no weird shadows or bright spots on the face
• Highlights (bright areas) aren’t blown out or completely white – like the sky as we discussed above
• Shadows retain detail and aren’t pure black – look for areas like where the hair meets the shoulder or face or black clothing
• Skin tones appear natural, not muddy or washed out or weirdly toned
• Consistent exposure across the majority of the photographer’s portfolio images
• Proper exposure in challenging lighting situations – this photographer exhibits a solid understanding of properly exposing an image and the physics of light

Red flags:

• Faces too dark to see expressions clearly
• Bright areas (windows, sky, white clothing) completely washed out with no detail
• Extreme contrast where shadows are pure black with no detail
• Inconsistent exposure within same session
• Portfolio images that look too dark (underexposed) or too bright/light with no detail (overexposed)
• Excuses like “I prefer a darker/lighter style” to justify poor exposure

Why this matters: Lost detail can’t be recovered. If highlights are blown out (pure white) or shadows are crushed (pure black) there is no amount of editing that will bring back that information. Professional photographers expose correctly to preserve the full range of detail in your images, ensuring they can be printed beautifully at any size.

Color Consistency:

…creates natural, true-to-life images that stand the test of time.

Colors should look natural and consistent throughout a session with some aesthetic variation according to the overarching aesthetic style the photographer subscribes to. Skin tones should appear healthy and realistic – not orange, green, yellow, or gray. Professional photographers understand color theory, white balance, and how to achieve accurate, pleasing color in any lighting condition.

What to look for:

• Skin tones appear natural and healthy across all images
• Colors look true to life, not oversaturated or muted
• Consistent color treatment within same session
• White clothing appears white (not blue, yellow, or gray)
• Colors complement rather than distract
• Appropriate warmth for the setting and mood

Red flags:

• Skin tones appear orange, green, yellow, or gray
• Weird skin tone coloration when shooting outdoors (where the light may reflect off the grass or other element)
• Inconsistent color between images from same session
• Extreme color grading that looks trendy but unnatural
• White clothing has obvious color casts
• Colors appear either extremely oversaturated or washed out
• Justifies poor color as “artistic style”

Why this matters: Color trends come and go. The orange-teal look popular today will date your images tomorrow. Natural, accurate color ensures your photographs remain timeless. More importantly, you want your family to look like themselves – not like they’re suffering from a mysterious illness or a spray tan gone wrong.

Some photographers engage in film simulation modes as a standard in their imagery – this is a design and aesthetic choice and in hiring them you understand their style. THIS is not the scenario we are discussing. The beauty of digital photography is the flexibility available to the photographer for aesthetic choices that may be part of their differentiation. It is important to have discussions with photographers at the onset of hiring them to ensure that what you see within their displayed portfolio images is what you will get.

Background Quality:

…ensures nothing distracts from your family’s story.

Professional photographers are in charge during your session and are in full control of what appears behind their subjects when they click the shutter. Backgrounds should complement – not compete. The background of your imagery should be intentionally chosen, thoughtfully managed and be free of any distracting elements, telephone poles “growing” from heads, or random strangers wandering through the frame. While many of these things can be “fixed in post” the truth is that a slight change of angle, a zooming in closer (via lens or moving of the feet toward the subject) and/or selection of another area are viable options that a true professional may engage in.

What to look for:

• Pleasantly clean, uncluttered backgrounds…
• With no distracting elements (trash cans, signs, random people) unless it’s a planned part of the story of the image (yes there is a time & place for things like this)
• Nothing appearing to “grow out of” subjects’ heads in a very obvious way that distracts
• Backgrounds complement subjects without competing for attention
• Appropriate depth of field (background blur) when appropriate
• Intentional background choices that enhance the image

Red flags:

• Cluttered, busy backgrounds that distract from subjects – UNLESS this is a planned aesthetic choice based on location selection
• Objects appearing to emerge from subjects’ heads or bodies with nearly the same level of focus as the subject
• Random people or cars visible in background – again this may be a stylistic choice dependent on photographer, client and shooting locale
• Any distracting bright spots or colorful elements pulling eye away from subjects
• Little to no attention paid to background management
• Excuses that “it’s real life” without attempting to minimize distractions

Why this matters: Your eye will naturally travel to distractions. A beautiful portrait of your child becomes “the image with the trash can behind their head” or “the one where that stranger is staring RIGHT into the camera.” Professional photographers see these distractions before pressing the shutter and either eliminate them or position subjects to minimize their impact.

Composition Techniques:

…guide the viewer’s eye and create visual harmony.

Composition is how elements are arranged within the frame. Professional photographers understand compositional principles like rule of thirds, leading lines, framing, negative space, and visual balance. They use these tools intentionally to create images that feel balanced, engaging, and purposeful.

What to look for:

• Subjects positioned thoughtfully within the frame, not necessarily centered
• Images that feel balanced and intentional, not accidentally weirdly cropped
• Appropriate use of negative space (empty areas) around subjects
• Leading lines draw eye toward subjects in a naturally flowing way
• Natural framing elements used effectively
• Varied compositions showing creativity and skill
• Nothing important cut off awkwardly at frame edges

Red flags:

• Subjects crammed into corners or awkwardly positioned – again this may be an aesthetic choice so be discriminate when judging a photographer’s work – you’ll be sure to understand when “rules” are intentionally broken by someone who understands basic principles vs the haphazard use of camera angles, perspectives and framing
• Important body parts cut off at joints (knees, elbows, ankles) – it will look and feel unnatural when viewing the image
• No variation in composition – everything is centered or everything is at the edge
• Images that feel cramped or claustrophobic with no breathing room
• Tilted horizons or buildings (unless intentionally dramatic) – again a photographer may choose a variation in camera tilting techniques to drive home an aesthetic motif
• Random, accidental-looking crops – you know it when you see it
• Portfolio shows no understanding of basic compositional principles

Why this matters: Composition is what separates a snapshot from a photograph. Anyone can point a camera at a subject and press the button. Thoughtful and thorough professional photographers arrange elements to create images that feel purposeful, balanced, and visually compelling. Good composition guides your eye exactly where the photographer wants it to go – on your family’s faces and the emotions they’re expressing.

Retouching Quality

…enhancement without erasure of reality.

Professional retouching is invisible. It removes temporary distractions (a stray hair, a blemish that erupted the day of photos) while preserving the authentic characteristics that make your family recognizable. Over-retouching creates plastic-looking people with no detail to their facial features and/or skin. On the other hand, under-retouching leaves distracting imperfections. Professional photographers worth hiring find the balance.

What to look for:

• Skin appears natural with visible texture, not plastic or airbrushed
• Temporary blemishes removed while freckles, beauty marks remain
• Stray hairs cleaned up without losing all flyaways
• Appropriate level of retouching for age (minimal for children, moderate for adults)
• Consistent retouching quality across all delivered images
• Subjects look like enhanced versions of themselves, not different people

Red flags:

• Over-smoothed, plastic-looking skin with no visible texture
• Blurred or obviously cloned areas
• Freckles, moles, or birthmarks removed without permission
• Children retouched to look like miniature adults
• Visible halos or edges around retouched areas
• Inconsistent retouching (some images heavily edited, others not)
• Extreme editing that makes subjects unrecognizable

Why this matters: These photographs should look like the BEST versions of your family: imagine being perfectly hydrated, with the right amount of beauty sleep and low cortisol levels. Just the best version of your family on their best day. Over-retouching creates images that don’t look like the real people at all. Under-retouching preserves distractions that draw attention away from the moment. Professional retouching enhances while preserving authenticity, ensuring you’ll recognize yourselves in these images for decades to come.

Lighting Mastery:

…transforms ordinary scenes into extraordinary portraits.

Light is a photographer’s primary tool. The word photography literally translates as “art, application, and practice of creating images by recording light, either electronically by means of an image sensor, or chemically by means of a light-sensitive medium or film.”

Technically proficient professional photographers understand how to find, modify, and create flattering light in nearly any situation. They know when to use natural light, when to augment natural light by adding fill light, when to use artificial lighting fully. They understand how to avoid harsh shadows, and how to create dimensional, beautiful lighting that flatters every subject, how to reflect light to create dreamy portraits that represent a subject fully.

What to look for:

• Flattering, evenly lit faces with no harsh shadows
• Dimensional lighting that shows shape and form (not flat)
• Appropriate use of backlight for artistic effect
• No unflattering shadows under eyes, nose, or chin
• Consistent lighting quality across portfolio
• Skillful use of both natural and artificial light sources
• Subjects well-lit even in challenging conditions

Red flags:

• Harsh, unflattering shadows across faces
• Subjects backlit with faces too dark (silhouetted unintentionally)
• Flat, dimensionless lighting making subjects look two-dimensional
• Inconsistent lighting within same session
• Dark shadows under eyes (raccoon eyes)
• Blown-out bright spots on faces from flash pointed directly at subjects
• Can’t demonstrate ability to work in various lighting conditions

Why this matters: Lighting literally will make or break a portrait. Beautiful light makes everyone look their best. The obvious touch points are that the subject’sskin glows, their eyes sparkle, the faces have dimension. Poor lighting creates unflattering shadows, washes out skin tones, and makes subjects look tired or harsh. Lighting mastery is what separates amateurs pointing cameras from professionals crafting portraits.

Post-Processing Skill:

…creates cohesive, polished final images.

Post-processing (editing) is where technical capture becomes finished art. Professional photographers apply consistent, appropriate editing that enhances images without distorting reality. Their editing style should be recognizable across their portfolio while remaining timeless rather than trendy.

What to look for:

• Consistent editing style across portfolio
• Appropriate contrast and tonal adjustments
• Colors enhanced but not distorted beyond recognition
• Clean, polished final images free of dust spots or artifacts
• Editing enhances the image without overwhelming it
• Timeless processing that doesn’t look dated in five years (the orange tints today are the selective coloring of tomorrow)
• Subtle, refined adjustments rather than extreme filters

Red flags:

• Wildly inconsistent editing styles across portfolio, as if multiple people were involved in editing the image: this often demonstrates a stylistic consistency
• Can’t articulate their editing philosophy or style
• Extreme trendy filters (harsh fades, extreme teal/orange, selective coloring (yes some still do it)) unless this is a request AND the photographer has mastery over it
• Over-processed images that look artificially enhanced
• Heavy-handed editing that distracts from subjects
• Visible dust spots, sensor spots, or editing artifacts – this will represent as weird smudges or shadows on your images, often consistently in the same place image to image

Why this matters: Post-processing is the final step in creating your images. Appropriate, skillful editing enhances what the camera captured. Over-processing or inconsistent editing will create images that feel gimmicky and will look dated quickly. Professional post-processing creates polished, timeless images that improve with age rather than embarrassing you in a few years.

You want your art to be representative of time, place and appearance of those being photographed not just some vibe your photographer is engaging in as a trial.

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Together, these eight technical criteria form the foundation of professional image quality. A photographer might have some of these skills but not others—that’s where the scoring system helps you see the complete picture. Exceptional professionals excel in all eight areas consistently. Developing professionals may be strong in some and weaker in others. And photographers who struggle across multiple technical categories? They’re not ready to charge professional rates for professional work.

Are you ready to begin the evaluation of any potential photographers you are considering? Click over to the Potential Photographer Evaluation Checklist