How to get great color, save your profits, and never have to work color or density in Photoshop. Part 1

I’m going to fill you in on the secrets of how to get great color, save your
profits, and never have to work color or density in Photoshop. All without
the use of ICC profiles, confusing work-flows or batch conversions.
If you understood the above and it applies to you, chances are you are a
professional photographer. Professional print quality is much easier to achieve
than most photographers are aware.
Getting there requires Five crucial elements. With these five in place, you can go
directly from camera to print and get excellent results.
Yes, that’s right, higher profits and more free time with:

  • No Photoshop work.
  • No profiling magic.
  • No bag of tricks or fairy dust.

Rule #1 – If you have to adjust the density of your files, your metering is
inaccurate.
You may find this hard to believe, but truly consistent exposures rarely come
from TTL metering. I know that’s tough to swallow, but reflective metering is just too fallible.
Don’t believe me? Here is a simple test to see if this rule applies to you.
1. Take a look at the average corrections you are making on your files in
Photoshop or Lightroom.
2. Jot down the number of exposure and color balance corrections you make
in a work week.
3. If the answer is any higher than zero, guess what, I’m right – your TTL has failed you. So how do we
correct this?
Get a GOOD new or used hand held incident flash meter, and calibrate it to your
camera using Will Crockett’s “Face mask Histogram Technique” copy and paste
the following web address into your browser: Go to
http://www.shootsmarter.com/index.php?option=com_content&task=view&id=116&acat=16
Keep in mind that digital cameras have only 1/8th stop of exposure latitude. If you
have an incident meter, compare it against Will’s meter reviews and see how it rates. Some
well known meters are unprofessionally inconsistent . Up to a horrible deviation of +- 1/3 stop from
reading to reading. This is definitely outside of the acceptable range for a
professional photographer by approximately 300%! In other words, that exceeds
professional limits for exposure control by 3 times.

Next week:
Rule #2 - If you don’t have custom white balance, you don’t have correct color.

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