Impact of Digital Capture in Commercial Photography
Throughout the history of photography, technological advances in optics, camera production, developing, and imaging have had an effect on commercial photography. In the early part of the 21st century, the dominant method has been capturing images digitally so they can be immediately manipulated on site for clients to view on computers or emailed to off-site clients for approval. This saves time and money and eliminates the need for re-shoots.
Another advantage besides the obvious immediate image review to fix lighting and composition and digital (color and file) manipulation being more versatile than traditional film processing, is the ability to shoot in a raw image format, containing data directly from the sensor. Additionally, for example, the digital image captured in RAW format, can be processed and output in 3 different ways from the source RAW file, then merged and further processed for color saturation and other special effects to produce a more dramatic result than was originally captured with the RAW image.
Also, photographs have been prone to fading due to sun exposure or improper storage of film negatives. Since digital images are stored as data on a computer, the image never loses visual quality as long as the digital storage remains intact.
It is true that film in photo shoots will not be used on the scale it was once was, due to the continuous exciting advances in digital technology now available to us. At Studio Rental Chicago, we are passionate about photography and well-versed in getting the latest technology available.
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