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says…
Today a guy walks into my office and says: "I need the file on this disk enlarged to 5 feet by 48 feet to go on the wall of a gas station. I open the file on the disk. It is a 1 inch by 18 inch 72 dpi jpg saved from the net.
Amazing. That’s what clients are. Simply amazing.
I think it is in part to the conditioning of some clients by the fast-paced world of digital imaging. If it is "digital," they believe that it is "magic," exceedingly fast, and should be free. Had a call from a potential client, who needed about 20 commercial properties photographed in one day, with the finished images to exact size for inclusion in a printing job, that was already sitting on the press! When I explained that just to shoot the properties could take several days, depending on light, weather, etc., that the turn-around of the images would be about 1 day for post-production and that the fee would run about US$5,000., her response was, "hey, I want you to just shoot digital. All you have to do is stop by each building, shoot it, then hand the CF card to the printer – oh, by the way, you have to crop exactly, and to differing sizes in camera. That shouldn’t cost more than a $ 100.00. It’s not like it’s film, or anything… "
Just like every person, who had ever typed a letter, became a layout artist in the early ’90s, when "desktop publishing," became the rage.
Maybe we do it to ourselves.
Hunt