Digital Diversity

摘要

From microchips to oil rigs, the ordinary and ugly become transformed in the hands of Michael Richardson. Says the Torrance, California-based commercial photographer, "It's what I love most about my work-the challenge of taking something boring and making it exciting in a photograph." Now, he can also produce better quality photos with higher resolution, instantly, with the digital scanning insert he purchased a year ago. Since then, the ten-year-old Richardson Photography has increased its billable jobs by 50 percent and its profit margin by 80 percent. "I bought the scan-back and upgraded lighting and computer equipment for $20,000, and earned that all back in the first 50-75 days. It was the best financial investment I've made in the history of the studio," he says. "If you're photographing a lot of stationary product, there's no reason not to go digital."