How to get Great Color, Save Your Profits, and Never Have to Work Color or Density in Photoshop. Part 2

My last blog post discussed the weakness of TTL metering and the need for spot on exposure to avoid working your files in photoshop. Thus saving money and time which should result in a more profitable business.

Rule #2 – If you don’t have proper white balance, you don’t have correct color.
This seems like a real “DUH!” statement, but it is astonishing how many pro’s still don’t grasp the importance of this.
Using auto white balance in a high-end professional workflow is a bad idea? Auto WB works if you have absolute
neutrals in your image, and even then it can be fooled by bright or near neutral tones in your subjects. If you are not getting consistent skin tones from sitting to sitting, or indoor to outdoor it’s time to adopt custom WB in your capture work-flow. And you wouldn’t dream of passing these auto white balance inconsistencies on to your final client prints – right?
The brief amount of time it takes to get an accurate custom white balance by using an accurate target can, and likely will, save your studio hours of Photoshop time.
And I am sure you know that in a pro studio:
Hours = (Profit – Dollars + extra time you could be getting more business).
And if you are paying staff to deal with exposure and white balance issues, don’t forget to add in payroll taxes and benefits to that equation. With accurate white balance control, you will NOT need to adjust the color of your files. Assuming of course that your camera is in a good state of repair. It is rare that the preset white balances on your camera will be accurate enough for professional standards.

To get an accurate WB, you need an accurate target.
If you are using a Kodak Grey card or one of those black/white/gray targets or a plastic over-the-lens diffuser, I would invite you to upgrade to something more accurate. If quality and/or profit margin are your #1 concerns; above all else get the most accurate WB target available. The Balance Smarter from the smart folks at BalanceSmarter.com.
Your color is only as good as the WB target you use. If you skimp here, you’ll pay the price later in additional work or reprints. Is it worth the risk?. After spending thousands on education, good gear and marketing to get business, seems a shame to put the investment and your reputation all on the line using a cheapo calibration target or tool.

If you are still tempted to take shortcuts during the shoot, every time you have the thought ” I’ll just fix it in Photoshop later”, say to yourself instead:
” I’ll just spend the time and money to fix it in Photoshop later”
Be Honest, isn’t the latter REALLY what you would be doing?

Next week:
Rule #3 – Using the right colorspace = great prints!

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