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What my customers want to see basically is the competence to handle the job they want done. They want originality, of course, but not too original. They want creativity, but not too creative. If I can be appropriately original and creative and stay in budget, on time, great.
I'm shooting commercial so it is a very broad range, but, on the whole, style is less important than it is in some other areas, like wedding photography where you can get hired because the customer likes your 'style'.
I have different portfolios for different markets, but they don't show a 'style' because they are intended to illustrate the range of shots I am good at and that I can shoot to their requirements. I have picked up accounts where the company does have a style to it's advertising, etc., and I am expected to be able to carry on with that style. Same with weddings. I shoot for other studios occasionally and I am expected to turn out results with the look and feel of the contracting studio.
For me, style is not that important to recognition and commercial success. I am not an artist, I'm a working photographer feeding the beast of crass commercialism with tid bits of the tasty visual snack food it craves.
Now, for my personal stuff, the stuff that a very small (but so slowly growing) group of people buy, they buy it because I have a highly distinctive style photographically and thematically. Here, where you are producing images that attract based almost exclusively on easthetic appeal, style can be very important.
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