When I worked as a financial analyst we were always reviewing and comparing financial statements and statistics of the companies we wrote research about. We often used the term apples-to-apples comparison. It means that if were are comparing two items they should be within the same parameters that they could be compared fairly. The same goes for “comps” in real estate; you wouldn’t compare the new home on the block that was just sold by a developer to the thirty year old bungalow that also recently sold.
Developers, architects, general contractors and designers often use before and after photography to show the transformation and improvements they have created. If the before photos are not well lit or at a level comparable to the after photos is it really a good comparison? The images could end up looking like the before and after images used on exercise and diet infomercials; lose some pounds, add a tan, some makeup, nice lighting and the transformation looks dramatic.
The following before pics don’t show the magnitude of the remodel, design and custom work that went into the project.
If your business is about showing dramatic transformation and improvements, the photography you use to show those results should be equally as impressive. The before and after photos seen here aren’t apples to apples, so why not invest in professional photography to accurately show your work both before and after.