If you need to make a good impression, a great commercial headshot is a necessity. As far as marketing efforts go, a commercial headshot can produce extremely high returns on investment.
In this complete guide, we’ll walk you through everything you need to know about commercial headshots.
What Is a Commercial Headshot?
A commercial headshot is a professional photo covering your torso and head. Unlike other professional headshots, commercial headshots are used for marketing purposes. This makes a commercial headshot a bit different, leaving more room for creative liberty to represent the subject.
Commercial headshots are typically used for things like:
- Billboards
- Company website backgrounds or profile pages
- Business cards
- Press releases
- LinkedIn profiles
- LinkedIn and other social media ads
- Other digital advertisements
A commercial headshot is meant to catch attention and create a positive response. Similar to corporate headshots, they should demonstrate trust, friendliness, and professionalism. However, they’re less formal and rigid than other headshots.
Most commercial headshots are intended to land you a job or new clients, or support a business endeavor in some way. To achieve that goal, a commercial headshot should create a lasting first impression. It should be memorable and noticeable.
Creating First Impressions
Your commercial headshots should create a positive first impression about your value proposition.
Most commercial headshots represent a clear message. They could be for specific reasons, such as:
- A billboard encouraging motor vehicle injury victims to reach out to your law firm
- Posters for guitar lessons displaying a professional player and teacher
- A digital ad for marketing services offering dedicated services
A commercial headshot should be linked to the type of product or service the company offers. For example, a commercial headshot for a law firm should be similar to a lawyer headshot. It will be more formal than most other commercial headshots, but should look inviting so people feel comfortable calling the firm.
Remember that commercial headshots are usually headshots of one person with text to the side of them. The necessity for text means that the headshot will need to be taken with that in mind. Commercial headshots are normally taken so the subject is leaning away from but looking toward the text. For example, if the text is on the left, the subject can be leaning back, creating negative space between them and the text.
Of course, the ad copy that’s going to be near the headshot should be aligned with the content of the commercial headshot. That means the tone of the text and the expression of the photographed subject should make sense together. The two need to combine to make a compelling message that onlookers can quickly understand and are inspired to read.
When a commercial headshot is used correctly, it can have a dramatic impact on ROI. If you want to know how effective a commercial headshot is, you need a way to track lead generation and conversions. A good commercial headshot is one that gets you more business and, ideally, the right kind of business.
Why Photograph Quality Matters
The photo quality of a commercial headshot is extremely important. For many people who see it, your commercial headshot will be their introduction to your brand. Whether or not they admit it, people make snap judgments of a person’s character based on their face. We say, “Don’t judge a book by its cover” because it’s hardwired into our DNA to do exactly that.
If you’re like most people, you make swift judgments all the time. Have you ever met someone new, or just seen an image of them, and gotten an instant bad or good feeling about the person?
It’s normal to feel a certain way about a new face based on a number of indicators. Clothing, expression, photo background, and other features of a headshot make fast but lasting impressions.
Advertising Costs Money
Not only are you trying to make a crucial first impression, you’re paying a lot of money to make that impression on many people. If you think a commercial headshot is too time-consuming or expensive, consider what it’s being used for. The commercial headshots you present to your target audience can make or break your marketing campaigns.
Think of your commercial headshots as core investments for whatever you’re using them for. Most of the time, a good commercial headshot pays for itself many times over. Taking the time to get a great headshot can positively impact:
- Click-through rates
- Inbound phone calls or emails
- Conversion rates
- ROI
What to Wear for Commercial Headshots
There are a few things to keep in mind when deciding what to wear for a professional headshot.
Purpose and Industry
Your choice of clothing for a commercial headshot should be professional. But it should also align with:
- The specific purpose of the headshot
- The level of formality expected in your industry
Thinking back to the examples of corporate headshots, you can expect to need formal attire. A formal three-piece suit or its equivalent is expected if you work in law. Most corporate professionals are also expected to dress quite formally. If the public associates formality with people in your industry, you need to dress formally.
By the same token, in more artsy or less formal industries, the same rules apply. If you’re a photographer or a plumber, for example, a three-piece suit may not be the prudent choice for a commercial headshot.
General Rules
While your precise choice of clothes can change depending on your job and the purpose of the headshot, there are some rules to keep in mind.
In general, commercial headshots need to be simple. Remember, they’re meant to capture people’s instant judgment in a positive way. Going overboard with clothing, decorations, or props can often detract from that. Include only what you need to convey your message in the most easily understood way.
Most commercial headshots should include solid-colored attire. It’s best to choose a shirt that is appropriate for the subject’s skin tone and the background color. Colorful and busy patterns will distract from the subject’s face and the text or other implied messaging in the advertisement.
Well-fitted clothing
The clothing should also fit well. Regardless of how formal or informal the headshot is, it won’t be taken seriously if the subject’s clothing is too tight or looks baggy. The clothing should fit their body in a way that looks natural and enhances their shape.
Gentle Layers
Layering is fine in commercial headshots as long as it isn’t extravagant. Layers can complement the likeness of the subject, but clothing should never take attention away from the purpose of the commercial headshot.
Layers add personality, but the different layers should be roughly aligned. Keep in mind the texture and color contrast of your layering. Ideally, bring several clothing options to mix and match just in case. Be thoughtful about each option and try each combination first to get a picture of how you’ll look.
Color Matching
Color matching rules should take your skin tone and the background into account.
In general, lighter skin tones match colors like navy, charcoal, and some lighter shades of blue. With darker skin tones, sometimes more vibrant colors work better, including red, cobalt blue, and orange. For skin tones that land in the middle, burgundy and olive green may work—or try charcoal or a darker blue.
The right choice of color will complement your natural features. Although there are no set rules, the general guidelines noted above will ensure you’re following the current fashion. Also remember that some colors will highlight your natural features, while others will wash them out, which may cause your commercial headshots to be unflattering or even unfriendly.
Avoid clothing that blends into the background. Most headshots are taken against a white background. A white shirt always appears professional, but without a dark blazer, it’s a bad idea against a white background. The same rule applies when working against a dark background.
You should also avoid clothing that clashes with the background. If the background has a cold tone and your clothes are too warm, the headshot will be unbalanced and the contrast will distract from your face and the text.
Accessories
In a headshot, the main accessories that dress you up or down will be jewelry, like watches and necklaces.
Your neckline has a significant impact on how your face is framed in a headshot. As a general rule, that means if you wear a necklace, it should not be distracting. Don’t wear a necklace that contrasts too strongly with your clothing or skin tone. It’s best to avoid jewelry that could distract from the intended message.
Watches or bracelets may or may not be included in a headshot. If they are, make sure they aren’t too flashy and that they complement the rest of your attire. If you’re stuck wondering whether your watch or bracelet will be too distracting, simply opt not to wear it.
Other Commercial Headshot Tips
Here are some tips to help you get the best commercial headshot outcomes.
Confident and Friendly Pose
Confidence and friendliness are equally important in commercial headshots. You can’t sell products or services with negativity or fear. People will feel like your employees and your brand are more approachable when they see them as:
- Confident in their professionalism
- Open and willing to fulfill any needs you have
To make that possible, ensure your pose is confident but friendly. You can’t force either of these appearances, but there are a few things you can do to get there:
- Take a few deep breaths
- Build rapport with the photographer
- Think of something funny
- Take the time to groom yourself until you feel confident
When posing for the camera, maintain a good posture. Keeping your back straight helps naturally create a more confident feeling and appearance. A slight lean can indicate a more relaxed and approachable demeanor. Ultimately, the pose should signal that you are confident, open, and approachable.
Your eyes should always be directed at the camera. This builds a sense of connection, as long as your gaze makes you appear confident and approachable.
Lastly, keep your hands visible and relaxed. People are warmer toward those whose hands they can see. However, don’t cross your arms. Crossed arms are more likely to communicate defensiveness than confidence. Keep your arms relaxed or resting, and keep their position natural.
Smile
Good smiles work wonders for commercial headshots. But they need to be genuine and polite.
Never force a smile. People will notice. Instead, think of something genuinely funny or heartening, and try to take the headshot in a relaxed space.
Clear Backdrop
For commercial purposes, headshot backdrops need to be clear. The focus should be on the person in the shot and the purpose they represent. A clear background is an essential aspect of maintaining focus.
Your posture, face, props, and ad copy will be more noticeable when:
- The background is clear
- The clothing and text colors complement but don’t compete with the backdrop’s color
The importance of a clear backdrop partially depends on the purpose of the headshot. For a business card, you probably want a safe white or gray background. But in some cases, depending on what you want to showcase, another solid color will work better.
For most commercial headshots, it’s best to stick to neutral colors. Gray or white backgrounds are the most likely to produce clear, well-focused results. Soft pastels can work when the context calls for it.
In the end, it’s not advisable to use a backdrop with complex patterns. Go with simple textures and colors that aren’t too bold.
A large part of using the background properly is simply the lighting setup. A professional photographer will normally choose to use a white or gray background and ensure there are no uneven or harsh shadows.
How Much Do Commercial Headshots Cost?
Many people wonder why headshots are so expensive.
Typical professional headshot photography shoots for individuals start at about $180; however, group sessions normally cost less per person. But, depending on how many photos you need and your quality requirements, the cost can change substantially—in either direction.
If you don’t want to spend much money on a headshot, some studios offer limited headshot packages for less. Beginner photographer studios, student groups, and others may offer limited commercial headshot packages for $40 or less. At the other end of the spectrum, professional corporate-grade photography studios charge $2,000 or more.
Here are some general pricing categories when it comes to commercial headshots (note, however, that these can vary significantly):
- Student/beginner headshots: $25 to $75
- Small amateur studios: $75 to $300
- Professional-grade studios: $250 to $750
- Elite/status studios: $750 or more
Why So Much Money?
Most of the time, commercial headshots are sold in sessions. For commercial purposes, taking just a few shots and hoping for the best won’t cut it. After your own preparations, it takes at least an hour to complete a shoot.
Professional photo studios charge based on output and the estimated time associated with the project. So they may list a number of headshots and the time they’ll take for the shoot.
Generally, pricier photo shoots take quite a bit of time and include:
- Preparations
- Makeup
- Several outfits
- Hair and other grooming needs
- Different poses
- Many shots so at least a few are satisfactory
- Photo post-processing
- Photo selection
Most photographers charge you for an all-inclusive package. The session and several deliverables are attached to the arrangement. No matter how you approach commercial headshots, you can expect to spend some time and money to get several headshots to choose from.
AI Headshot Generators
When it comes to savings, AI headshot generators are the exception to the professional studio standard.
AI headshot generators like Portrait Pal conduct all the steps of a photo shoot automatically. Advanced AI technologies make it possible for an algorithm to recreate your face, down to the most minute details. An image of your face can then be generated and put in your own choice of clothing, setting, pose, lighting, and more.All you need to do is upload at least one normal photo or selfie, although uploading more photos will provide better results. Then you can adjust the settings in the app as you like and get many image options to choose from.
AI professional headshot shoots are extremely affordable and require a minimal amount of time. After you make an order, you just need to wait a couple of hours while the app’s advanced algorithms perfect your future commercial headshot.