You're faced with clients lacking photography knowledge. How can you effectively communicate with them?

Encourage clients to engage in the creative process by sharing visual examples. Show them before-and-after photos demonstrating the impact of different lighting, backgrounds, and camera settings. Invite them to express their preferences and ask questions. Providing visual aids can help them understand concepts more concretely. Additionally, they should be involved in a collaborative brainstorming session where they can share their vision and any inspiration they have. This ensures alignment with their expectations and makes them feel valued and involved in the process. Regularly check in with them during the shoot, explaining your steps and how these choices contribute to the final result.

When working with clients new to photography, clear communication is key. Instead of technical jargon, explain things in plain language. If a term is necessary, define it simply. For example, talk about "the opening that lets light in" instead of "aperture." Visuals are powerful tools. Use photos, mood boards, or even relatable metaphors to illustrate your points. Imagine comparing shutter speed to a camera door opening and closing quickly. Combining clear explanations with visual references will ensure that clients understand your vision and feel confident about the final product.

As many of the seasoned pros have said below , communication is one of the fundamental keys to helping a client understand what you do. With the onset of digital and smartphones a lot of clients don't understand the complexity of what happens in the creative industry

I find that it's helpful to use analogy and comparison when explaining to clients how cameras and lighting works, but focused towards their photoshoot or video shoot. E.g. 'A camera is just like your eye; you can choose what to focus on, and what to leave blurry. You can let in more light like how your iris opens, or close it to make it darker.' This helps make the client comfortable when you are explaining a visual idea. It's best to inform them how this will make the result appear. If I want to make a lighting adjustment, I will explain how this change will improve the mood of the scene we are shooting, or how the light will be more flattering to the subject's appearance. Clear communication and understanding is the goal when creating.

In addition to metaphors, consider using analogies to deepen your clients' understanding of photography. For example, you might compare capturing an image to preparing a meal. The camera settings are your ingredients; adjusting them correctly is like following a recipe. The ISO setting is akin to selecting the freshness of your ingredients, impacting the overall quality of the final dish. Shutter speed can be compared to cooking time; just as a dish needs the right amount of time to cook perfectly, an image needs the correct shutter speed to capture the moment crisply. When clients relate photography to familiar activities, they are more likely to appreciate the nuances involved, fostering a collaborative atmosphere.

Rather than using common metaphors, personalize your comparisons to your clients' interests or industries. Relating photography concepts to something they are passionate about or familiar with can make the information more relatable and memorable.

Instead of concentrating on the technical aspects of photography, I focus on the messages, emotions, and stories it conveys. Additionally, I find it invaluable to spend time at the beginning understanding the motives, fears, and expected outcomes of the session. And work on that.

In addition to explaining in simple terms and practical examples, try using language that a phone photographer might use. For example instead of talking about shallow depth of field, you can use "portrait mode"

Image Avec mes clients, je prends l’image de l’entonnoir. Il faut faire simple. Il est nécessaire de prendre une image accessible à tous pour qu’elle puisse être à la portée de compréhension du client. 
Je pense que rien n’est trop compliquée à comprendre. Mais que nous ne savons pas toujours comment l’expliquer.

I am hired on recommendations from other clients. You have to be a skilled photographer and a good communicator to find out exactly what the client wants visually to accomplish. We can use a tethered external laptop or direct to one of their devices.to show the client exactly how the photography is progressing. Continual verbal,and visual communication is essential.

In our visually driven world, everyone has some inherent understanding of aesthetics. Use this to your advantage by referencing: - Classic Paintings and Art Movements Show examples from movements like Impressionism, Surrealism, or the Renaissance to discuss color, light, and composition. - Iconic Photographs: Refer to well-known photographs to illustrate different styles and emotional impacts. - Architecture and Design: Highlight elements like symmetry, lines, and texture in iconic buildings and design pieces, which can parallel visual elements in photography. These references can help articulate their preferences and clarify their desired outcomes.

I agree and I ask clients to send me images of what they are looking for.Then we can create a mood board. Mood boards are also essential to compile, articulate ideas and to use it as a brief for the shoot.

Je demande souvent au client de me donner des photos d'exemple de ce qu'ils souhaitent. S'ils n'en trouvent pas, de me décrire la photo, et je cherche moi -même car je reste plus habitué qu'eux pour ces recherches. Cela permet d'ébaucher, de confirmer ou d'infirmer l'idée du client, voire de la faire progresser. Idéalement, si le client est capable de faire un moodboard, c'est très bien, mais c'est rarement le cas.

Instead of just listening to their preferences, ask probing questions to uncover their underlying needs and desires. Understanding their vision on a deeper level allows you to tailor your approach more precisely and deliver results that exceed their expectations.

L'écoute active est la base de toute relation commerciale. Poser des questions, laisser parler le client, le relancer par des mots ou des questions de rebond permet d'affiner sa pensée, de préciser son besoin et de toucher du doigt tout les outils nécessaires pour réaliser son projet

To further enhance your communication with clients, consider implementing regular feedback loops throughout the project. Schedule check-in meetings at key milestones to review progress, share updates, and discuss any changes or new ideas. During these sessions, invite clients to provide honest feedback and express concerns. Document their input carefully and adjust your approach to align with their vision. This continuous engagement ensures that potential issues are addressed promptly and that the final product meets or exceeds expectations. Showing flexibility and a willingness to adapt fosters trust and strengthens the client relationship, paving the way for successful outcomes and potential future collaborations.

Hay que escuchar atentamente para saber lo qué el cliente quiere y explicarle sin tecnicismos cómo llevara cabo esa tarea y el coste que tiene.

Écoute active et reformulation : des clés pour réussir une prestation et satisfaire un client ! Je prends effectivement toujours le temps de reformuler ce que me dit mon client. Cela permet de s’assurer qu’on prend la bonne direction. Si la re-formulation, n’est pas la bonne, généralement le client corrige vite. Une bonne reformulation des envies du client c’est aussi amener de la confiance dans le lien, essentielle pour une bonne collaboration. C’est ainsi qu’il est possible d’aller dans la bonne direction. C’est essentiel, puisque nous sommes là pour répondre au besoin du client.

Once you've simplified the options and provided clear explanations, focus on understanding your client's preferences and vision. Begin with a consultation to discuss their goals and what they hope to achieve with the photos. Use this time to listen actively and ask questions that help you grasp their desired outcome. Based on this conversation, make informed suggestions that align with their needs. Offer a few curated examples of your previous work that match their vision, highlighting how your recommended choices have achieved similar results. This approach builds trust and confidence, as clients feel their preferences are genuinely understood and respected.

Try to simplify the options for your client even more, by giving them options between things youve already pre-selected. Otherwise they might struggle with decision paralysis. Use your judgement to decide what your client might consider valuable, and give them some variance in that area.

De l'écoute active que l'on a eu de son projet permet à nous professionnels de rationaliser son besoin, de le guider vers une solution qui sera réalisable avec les budgets que le client pourra débloquer. Réaliser son projet exactement comme il l'entend et proposer le petits plus qui fera notre différence.

Instead of trying to educate clients all at once, drip-feed information throughout the project. Share insights and tips at relevant stages, allowing them to absorb and appreciate the knowledge over time. This gradual approach makes learning less intimidating and more effective.

En ocaciones, por lo regular en fotografía social, el cliente va indicarte las tomas que necesita y que probablemente ya hayas hecho, en dicho caso va a ser preciso que indiques que tener capturas repetidas va a demorar la entrega, porque en definitiva eso va a generar la extensión en el tiempo involucrado para la selección del material. El énfasis en demostrar tu experiencia va a restringir las dudas que pueda tener el cliente, si no existe confianza en ello solo va a traer inconvenientes para ambas partes. Sugiero estipular con sumo detalle la cantidad y características de los entregables, los que deben ser confirmados por el cliente previamente.

Consider the power of storytelling. Rather than just explaining technical details, weave them into a narrative that connects emotionally with your clients. Share stories about past projects, challenges overcome, and the impact of certain techniques. This approach can make your communication more engaging and persuasive.