Involved in a catalog shoot, I the art director will be the most familiar with the merchandise. This knowledge of product will be called upon again and again during the course of the shoot. During a catalog photography shoot, the art director should review film daily, checking the previous day’s results. This will help assure the consistency of the photography, tracking the application of the creative approach as you proceed. Since a typical catalog shoot will
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require 20 to 30 days, it is important to maintain a constant vigil over photographic results. A large light box will enable the art director to look first at groupings of shots, i.e. all of the shots appearing on a single spread. This check is for color balance, allowing a check for any color swings that might have occurred in lighting, distance from camera, or in processing. After the grouping check has been done, each transparency should then be
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scrutinized individually for details of the depiction. As basic as it may seem, focus should always be checked. The photographer will have bracketed each of the shots, exposing film at the decided reading on the light meter, and then exposing again a half stop up and a half stop down. This will provide the art director with a choice of densities to select from, choosing the one best exposure for the color separator to work with for reproduction.
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