Image Crafting translates into meeting expectations. Before you can sell yourself, create, maintain, and grow a successful business, you need to know who expects what and how you can best provide the "what."
Another term for that is Target Marketing. Define your market, digest it, understand it, learn how to attract it. What that really boils down to is communication—generally visual communication, which is a matter of presentation design.
Remember we said, "One size does not fit all?" And sometimes one image doesn't tell the true story, either. It's my job to help you tell your true story, and if one image doesn't do it, to craft a presentation that will. Here's one way to do it. In this example, we are building a website and need a front page photo that tells a specific story. And yes, we took lots of photos, but no one of them really did it, so we "doctored" the image with Photoshop, adding elements until we had a story. Sometimes this is also called "storyboarding," a technique used by script writers, novelists, and others involved in "desigining" a story.
In this example, we want to show that Cups is a Beverage bar, not just a coffee house, not a bar-bar, but a place where folks gather to drink various beverages from specialty coffees and teas, to wine and beer, to all manner of spirits. It's a place for weekend entertainment, every-day happy hour, meeting friends in a pleasant, relaxed atmosphere, which is comfortable inside and outside. We'll tell more of the story in the web presentation, but we want the first-glance image to tell Cups Story.
Now it's your turn. You tell me: How'd we do?