What's the difference between a common snapshot and a portrait? What does it take to transform a portrait into fine art? Some say that a portrait has to be oriented vertical. Others believe that the subject must look straight to the viewer or that the photo must be black and white. All these are far from being reliable criteria for judging the artistic value of a portrait.
Snapshots are candid photos taken randomly without any intent of making art. There is no or very little planning, no attention to lighting and composition. Snapshots are good for capturing everyday moments and sometimes a portrait make come out by accident. But this happens very seldom and is rather an exception. Portraits generally have a lot of creative work behind. For the artist, this work begins at the first contact with his customer. This can happen over the phone, e-mail or face-to-face. Meeting the customer in person if possible is the best way to go. This allows you to study his/behavior, gestures, posture, learn about his/her personality, likes and dislikes etc. All this information will help you in planning the photo so that it says something about the subject. It is also important to have some sort of chemistry or at least be able to work together. However, it is very common that the first face-to-face meeting takes place at the moment of the photo. While this is not optimal, it can be done. After all, not all portraits have to be works of art. Picturing the person realistically in his/her best pose is a portrait.
Good portraits are achieved by paying attention to every element including camera technique, lighting and posing. It is also important that it reflects the personality of the person being photographed. This is not typically achieved in chain store photo studios. It is much better to schedule a couple customized portraits of interviews to find out more about the person. Then you can build on the conceptions for the portrait, evoking personality traits. You should portray the person in such a way as to allow the viewer to feel something about what that person is like just by looking at the photo. If you're including more people, like families or group, it is important that the photo reflects the relationships between them.
Good portraying also requires post-production or finishing work. Before digital photography, retouching used to be made on the negatives and prints and there were limited changes you could make. Complicated chemical processes were used to improve the photos. Nowadays, everything from dodging to burning, blurring and highlighting is done on the PC using photo editing software. While it is certainly much easier than it used to, it still requires artistic vision, planning and expertise, as well as work. A photographer spends about 15-30 minutes on a photo featuring one or two persons before it is ready for print. The time is longer if you have more people in the photograph or you need to make a collage of several images.
All in all, the ingredients of a great portrait include getting to know the subject (usually through pre-interviews), thorough planning, mixing the information you have on the subject with your own artistic vision, good lighting and camera technique and guiding the subject into poses to portray his/her personality. You also need cooperation from the subject.