Portrait photography centers on people, using light, composition, and timing to reveal who they are. Each image tells a story through gaze, gesture, and atmosphere, offering a glimpse into the subject’s character. You’re not just photographing a face, you’re capturing a life in a single frame.
There's a unique aspect to portrait photography that sets it apart from other fields of photography. Portraiture offers the chance to capture the essence of a person through visual storytelling. Unlike commercial or sports photography, which focus on products or action shots, portrait photography captures character and identity within a single frame. Since the mid-1800s, people have immortalized themselves through portraits. From haunting black-and-white stills to today’s framed school photos, editorial spreads, and candid snapshots on social media, portraiture acts as a time capsule. It freezes a singular moment in history and shows who we are, how we see ourselves, and how we want to be seen.In this article, we’ll explore the history, gear, lighting, composition, editing, styles, and business of portrait photography. Along the way, you’ll hear insights from working photographers who share their advice and experiences behind the lens.
Portraiture began with painting, where royalty and the wealthy commissioned likenesses as symbols of status. The invention of photography in the 19th century transformed this tradition. Daguerreotypes offered realism but required long exposures and props to maintain posture. By the mid-1800s, portrait studios were common, and photography became accessible to more than just elites. In the 20th century, faster film and portable cameras brought portraits out of studios. Photographers like Dorothea Lange and Richard Avedon reshaped the genre with authenticity and emotion, from Lange’s Migrant Mother to Avedon’s stark white-background portraits. Today, digital cameras, editing software, smartphones, and social platforms have democratized portraiture, blending traditional craft with contemporary aesthetics.
At its simplest, a portrait preserves memory—the smile of a loved one, a child’s milestones, or a stage of life. These images become keepsakes, passed through generations. They also shape identity, from professional headshots that open doors to creative portraits that define how someone is seen. Portraits connect us to history and to one another. Victorian formality, 1970s Polaroids, or today’s Instagram selfies all reflect their eras. But the best portraits go beyond appearance: they reveal mood, story, and soul, offering a glimpse into what makes someone unique.
Now for the technical side of portrait photography. Whether you're a beginner photographer or switching over into the field of portrait photography, it can be intimidating to know what gear you do and don't need. Kristen Hazelton admits, "It's tempting to buy a variety of lenses when you start, but the basics will get you through. You can use literally any camera and lens as long as it's reliable and you know it inside and out." Investing in and mastering your equipment will provide you with a foundation that will allow you to grow into new and more advanced gear down the road. Discover a few of the best cameras and lenses to get you started.
Lighting equipment is one of the most critical investments for portrait photographers. While natural light alone can create beautiful images, artificial lighting offers consistency, control, and creative possibilities. Some photographers, like Annie Leibovitz, are known for elaborate multi-light setups that give their work a dramatic, cinematic quality. Others, like Diane Arbus, preferred the simplicity of natural light to capture raw authenticity. Both approaches show how different tools can shape a photographer’s style.
There are a few other simple but powerful tools that can elevate a portrait session and shape a photographer’s style.
Lighting is the most critical element in portrait photography. Light shapes mood, defines features, and adds dimension.
Modern portrait photographers’ experiment with colored gels, LED lights, or chiaroscuro-inspired setups to craft unique moods. The key is intentionality: every lighting choice should serve the story of the portrait. Kristen Hazelton says, “The more I photograph, the more I'm beginning to flirt with different kinds of lighting besides your standard golden hour backlit. It's been so fun and creatively fulfilling to 'break' the mold of golden hour backlit and give different lighting a try!" It’s important to keep expanding your skillset as you grow and incorporate new techniques.
The right tools help bring the artistry and connection of portraiture to life, but being skilled and knowledgeable is the beating heart behind portrait photography. A great portrait is about connection and emotion. Many people feel nervous in front of a camera, and it's the photographer's job to help put them at ease.
If you're working with someone who is anxious from the start of booking, it's best to set a foundation before the shoot. Kristen Hazelton suggests, "When meeting with potential clients during their discovery Zoom calls or in-person meeting, I reiterate what they can expect in the lead up, during, and after their photoshoot, which further builds that trust and helps relieve anxiety." Scheduling a meeting before the session helps create a connection rather than meeting for the first time at the shoot.
Hazelton continues, "I spend a significant amount of time prepping my clients for success before their photoshoot- location scouting and sharing suggested backdrops during Zoom planning sessions, wardrobe planning sessions, and questionnaires to really get at the heart of the vibe they're going for." These simple tips can change the energy of a shoot, helping it flow more smoothly and bring out more authentic emotions to the surface.Hazelton also says she, "Pay close attention to my clients during their consults so I can understand their photoshoot vision and answer their questions. I'm also paying attention to their personality and mannerisms- are they extroverted or introverted? - so I can suggest locations and posts during the photoshoots that will match their energy. No photoshoots in busy urban areas for introverts, and more exciting, high-energy poses, clothes, and locations for extroverts."
The energy you bring to the set will influence how comfortable the environment is. As Mallory Kessel of Mallory Kessel Photo says, "Your energy matters as much, if not more, than your work. People will remember how you made them feel during a session more than anything else. Show up prepared, over-communicate, and be someone people want to be around. That kind of professionalism and warmth goes a long way, especially in a referral-based business." So, how do you do that?
Kristen Hazelton notes, "I want to anticipate any questions the client might have about how the photoshoot works and tell them that information ahead of time. This is a key factor in making my clients comfortable - showing them they can trust my technical expertise as a photographer and that I am a safe person to be vulnerable with. Because that trust is what allows the client to bloom in front of the camera."
Everyone is familiar with that feeling of getting in front of a camera and having no idea how to pose, where to stand, or what to do. Michelle Kaffko of Organic Headshots acknowledges, "No one likes having their photo taken and even the most confident people are usually at least a little nervous, so accepting that and honoring that is a necessary first step." It's a photographer's job to pose the clients in a way that feels meaningful and purposeful, but more importantly, comfortable. Kristen Hazelton seconds this notion and says, "I'll often start with some poses that are easy to build confidence, and I'll show clients the back of the camera so they can see that even without filters or editing, they're looking great. Once they start relaxing and having fun, we'll move into the more challenging and advanced poses. It's a lot easier to ask a client for 10 seconds of bravery for a weird pose after they're in the swing of things!" When it comes to the basics of posing, here are a few tips:
It's often easier to direct one subject than groups. Posing couples, families, or teams comes with more attention to detail. It's essential to be aware of symmetry, hierarchy, and connections between people, as that will translate into a final image. From individuals to groups, the most demanding client is young children. Bridget Matkovich says, "Working with kids has taught me that the secret to genuine smiles is simply connection. Kids are naturally curious and easily drawn in by a little fun, so if I can 'hook them' with a conversation or a silly distraction, the rest flows." I've got plenty of tricks up my sleeve, but I almost always start with that one-on-one moment where they realize we're just having fun together. Before they know it, the session is over, I've captured all the photos I need- and they walk away feeling like it was just playtime. Total win-win!" Funny enough, oftentimes the same attitude and tricks apply for individual and group photos. The goal is to make them feel comfortable, so much so that the time seems to fly by. A sign of a good session is when the client, or clients, leave feeling relaxed.
While traditional portraits often involve deliberate posing, candid portraits capture spontaneity and natural emotion. While posed photos are usually easier to capture, a good photographer will always be on the lookout for a great candid shot. A great candid shot should look relaxed, light, and embody the emotion of the moment. But how do you get a client comfortable enough to secure a candid shot? Michelle Kaffko's advice is to "Connect with them on a level outside of the photographer-client relationship so you both understand that you're two humans with a shared goal working together during the photoshoot. Then work to figure out why they're nervous and address it as best you can. It almost always comes down to having some particular concern about how the photo will come out, so find a way to lower the stakes a little for them, and give them the reassurance that you care as much or even more about the outcome than they do, so they can know you're on their team." Oftentimes, once clients stop worrying about the outcome, they're able to relax enough for candid shots to happen. And more often than not, those candid shots are the best ones of the day.
A strong composition transforms a portrait from ordinary to extraordinary. Mallory Kessel emphasizes the importance of styling and says, "What sets me apart is the combination of emotional authenticity and visual storytelling. My work blends a documentary feel with thoughtful composition and styling."
Portrait photographers often use wide apertures (f/1.4–f/2.8) to create shallow depth of field, isolating the subject with beautiful background blur, known as bokeh.
Placing objects like flowers, windows, or light flares in the foreground can add layers of depth and intrigue.
Modern portrait photography is rarely finished in-camera. Post-processing refines the image while maintaining authenticity. To summarize, Mariya Byelikova says, "Post-processing includes careful selection of the best images, color correction, retouching to enhance natural beauty without over-editing, and preparing images in high resolution for web and print. The goal is to maintain authenticity while elevating the final look."
Changing the lighting, cleaning up any distractions, blurring, or replacing backgrounds entirely.
Adobe Lightroom, Photoshop, and Capture One dominate the field, though many photographers also experiment with AI-powered tools. Lightroom is especially popular for its presets, which are saved sets of edits that apply a consistent look across an entire shoot. Many portrait photographers create or purchase preset packs to speed up workflow and deliver a signature style. Photoshop is typically used for detailed skin retouching, background cleanup, and composites, while Capture One is praised for its advanced color grading and tethered shooting in studio setups.
There's an ongoing debate about over-editing, as it can distort reality. It's best to err on the side of responsible retouching, which respects the subject's authentic appearance.
Portraiture encompasses countless subgenres, each with its own creative and professional approach.
Each style requires different skills and equipment, but they all circle back to the same core: telling the story of a person through an image. Reflecting on her early career, Kristen Hazelton says, "For my first few years of business, when my clients inquired, I said yes to any type of photography they were after. Now, this isn't necessarily bad—how else would you determine if you like headshots of pet photography if you didn't give it a try? But I kept saying yes for years too long instead of setting boundaries and preserving my energy for the genres I really love—seniors, graduates, and family photography. I feel I could have grown my business to be stronger and more sustainable if I had niched down earlier in my career." As she says, saying yes to everything wasn't necessarily a bad thing, but committing once she had found her passion prolonged her growth. It's essential to be open to opportunities when you're first starting, but it's also necessary to find your passion within the field and follow it.
For many photographers, portraiture isn't just art, it's a livelihood. While being prepared is essential, as Mallory Kessel says, "Start messy and keep shooting." She advises, "Don't wait until your portfolio is perfect or you have all the right gear. Use what you have and figure it out as you go."
If you're serious about pursuing a career in portrait photography, you'll need a few key elements, including a website and, sometimes, social media. While Kristen Hazelton admits she doesn't market through social media, she does say, "That the new algorithm updates to drop hashtags and lean more heavily on SEO keywords have worked in my favor. By making sure I'm naturally including keywords in my captions, I'm achieving more visibility than ever before."
More important than social media, though, is establishing a business, whether that's an LLC or sole proprietorship. Mallory Kessel emphasizes the importance of learning the business side. She says, "You can be the most talented photographer in the world, but if you don't understand pricing, boundaries, contracts, or marketing, you'll burn out fast. There's no shame in asking for help or investing in education. The best thing I did for my business was hiring a business coach." Hiring a business coach, accountant, bookkeeper, or website developer is a simple but effective way to ensure you're getting started on the right foot.
Building a gallery to showcase to potential clients is the first step to building a successful portrait photography business. Typically, a portfolio comes from sample shots instead of paid shoots. Despite the little to no pay, the opportunity to build out your portfolio and test techniques is a crucial experience in the stepping stone of creating a thriving business.
The biggest question: how do you find clients? Nowadays, with countless ways to find new clients, it can seem daunting. Mariya Byelikova of Artbelka Photography simplifies it, "Consistency, professionalism, and word-of-mouth referrals have been essential." These straightforward, yet practical tools will serve you well in the long run.
Photography is a unique field where there is no set pricing. Instead, there are different ways to price your work.
Mariya Byelikova says, "My pricing is based on the value and experience I provide- considering the time spent shooting, artistic vision, post-processing, and delivering a seamless client experience. I offer clear packages but remain flexible to tailor offerings that fit client needs and goals." This mindset provides her with a set base without restricting her to fixed numbers. Many photographers follow this method so they can adjust their pricing per project and be paid accordingly.
Clear agreements protect both photographer and client. Contracts should cover payment terms, delivery timelines, and usage rights.
When you own a photography business, you wear a lot of hats, as Michelle Kaffko says—and marketing is only one of them. It's your job to not only market your business for it to grow, but market it in a way that's sustainable and authentic to the brand you're building. Here are a few ways to do this:
Kristen Hazelton's best friend in marketing is SEO, a tool that's crucial for today's growth. She says, "I started blogging in the fall of 2020, and it's paid off in a big way. I go out of my way to create content that would allow me to blog target keywords for my market, like doing photoshoots at select gardens and locations in the Chicago area."
Working in such a creative space, it's essential to learn to avoid falling into a creative rut. Mallory Kessel's best tip is to "Research local photography meetups in your area, collaborate with other creatives, and hold onto the desire to continue learning." Surrounding yourself with other photographers of all skill sets will teach you new techniques, push you to new boundaries, and hopefully connect you with future clients. On the other side of that coin, remember the importance of creating your own individual style and not comparing your work to others. Kessel elaborates, "There will always be someone with more followers, a prettier feed, or a studio that looks like it came out of a Pinterest board. Focus on building relationships, serving your clients well, and developing your own voice, the most unique thing about your brand is YOU- be vulnerable, find connections, shoot what you love and eventually, your people will find you."
While building a community that shares tips and tricks of the trade is an excellent way to continue growing as a photographer, there are other ways to continue learning.
Kristen Hazelton says, "This year I attended a workshop in Santa Barbara (shoutout to Snapshot Photography Conference!) with the goal of learning how to photograph well in bright light at noon, and have also started adding in full-sun work into my galleries." Attending this workshop allowed her to master a new lighting technique, a skillset that will no doubt expand her portfolio and bring in new clients. She continues with, "I've been vigilant in continuing my photography education and pushing myself to continue growing- each new client is an opportunity to give 150%." Approaching each new client with that mindset is a fantastic way to stay fresh, excited, and open to new opportunities.
Despite these challenges, portrait photography remains one of the most accessible and rewarding photographic careers, with opportunities ranging from family sessions to high-end commercial work.
One of the best things you can do for your portrait photographer business is to find your “why.” Charissa Johnson, a professional photographer of 15+ years, shares her insight on how to truly set yourself apart—not only as a service provider, but as a person your clients can truly connect with.
For Charissa, what started as a genuine love for people and appreciating local landscapes eventually turned into a successful photography business. In her opinion, fostering joy and understanding during client sessions ultimately allows that spark to shine through in the portraits you create.
Charissa offers these tips to aspiring portrait photographers:
As technology evolves and portraiture continues to be redefined, portrait photography endures because of the basic human desire to be seen. This universal truth offers a shared human experience that connects us through this field of photography. A portrait is more than just a picture; it's a mirror of personality, a chance to relive a moment you'll never forget. In today's digitally driven culture, the hope is that new photographers will remain faithful to portrait photography's essence: revealing the soul of a subject. While the tools and media may change, the challenge to capture an everlasting emotion in a single frame remains the same. With that, we invite new photographers to embrace these takeaways as they step into the exciting field of portrait photography.
Finally, remember that no matter how advanced technology becomes, human connection remains the heart and power behind portrait photography.
