Dating a Photograph

This PDA illustrated cutting edge piece of technology when I shot it, now it looks quite dated compared to available devices. ©2012 Dragonfly Image Partners

The number one reason our clients do new photography, is that they have updated the hotel and it is important for potential guests to see the fresh new look and amenities of the property.  There doesn't seem to be much mystery in that.   What perplexes me, is that I see many properties who have fresh and contemporary images, often keep inferior and dated images on their website.  I know that sometimes this is often to save money ( logic being: why reshoot the pool if it hasn't been redone and existing photos show it newer?) or some properties load up the new and don't take the time to remove the older images.    One GM explained that he believes more is always better.   All of this is dangerous thinking.  Many of you will think that I am trying to sell more new photography- I'm not.   In most cases, being selective in how you present your public image helps you define perception, and  I find that I am more often trying to convince clients to be more selective in the photography they present.   Think quality over quantity.

The problem with older images is that they invariably show their age through the technology used to take them, file/image size (remember dial-up?) and  what I call the kiss of death: dated model cars, props or inclusions.    Whatever the reason, dated images,  even beautiful and dynamic shots,   are an automatic trigger for guests to perceive the property behind the times and not making an effort to stay current.  In short-old.  Dated photo=dated property.   

In many cases, we ourselves, can't read an image as dated as well as some guests;  a 22yo will see a 4 year old piece of technology like a laptop as outdated where a 45yo may not.   A woman may perceive a hair or wardrobe choice of a model in a shot as outdated where a man may not discern it. 

Now, I'm not trying to imply that a 4yo laptop is a always a  problem.   But it does undermine a hotel when the laptop on the desk is a battleship grey 3" thick Y2K survivor.   The same goes  for outdated cars in exterior shots and wardrobe/hair/makeup in the people shots.  Proof of concept- Since the Iphone 4 came out with it's flat edges and metal buttons, most people in the business world would recognize the round edged Iphone 3 as the old model.  There's nothing wrong with the Iphone 3, and we may not know the specific date the Iphone 4 was introduced ( June '10), but we do know that the 4 has been around a while.  Therefore a photo that includes an Iphone 3 will cue a potential guest viewing a photograph that it is a couple years old.

Technology is evolving faster everyday and the methods we use to photograph today are completely different than they were just 5 years ago.  We now have the power to produce images that are advanced beyond anything we could have dreamed of just a few years ago.   Of course these are tools that are only as effective photographer using them, but the difference in resolution and radiance of the image is obvious when compared to older digital images.  Often the difference is in the resolution alone; files that were formatted in the days where many guests only had dial-up internet access will be small and low resolution.   Some properties have interpolated these images to make them larger only to wind up with a bigger but pixelated fuzzy image.   What does that say to a potential guest?  The oldest images that I still see all over the OTAs web galleries, are ones that were originally shot on film.    Photographic technology was so much more limited in the days of film, and the process of affordably converting them to digital often added to poor quality,  that anyone instantly will see these as dated- get rid of them immediately.   Unless you are an old grand hotel or sell cheese, wine and a few other specialties, "old" has no business as a Unique selling point. Nukem!  Get rid of them.  Those images shot on film more than a decade ago are doing your sales great harm and your better off with no photo than an obviously old photo.

As with everything,  photographs age gradually, so it is a good idea to have a look at you portfolio of images periodically through a mental "dating" filter.

When prospective guests dig into your gallery of photos they are there to judge your property, and that is exactly what they will do.  If there are cues to indicate that the property is dated or subpar in any way it will count against you,  which is  a shame  is if your property is up to date and beautifully renovated.

As with everything,  photographs age gradually, so it is a good idea to have a look at you portfolio of images periodically through a mental "dating" filter.