The following article is reprinted from the January 2009 Plugged In column of Society of American Florists' (SAF) Floral Management Magazine. SAF's Floral Management is distributed to more than 11,000 SAF members and is the floral industry's premier floral business practices publication.

Florists are visual people and very specific ones at that. Roses aren't just light pink, they're "bubble gum." Weddings aren't just naturally romantic, they're "'Midsummer's Night Dream' meets Mother Nature." That same level of visual specificity should also come through in your photos.

Digital photographs can be used as confirmations for senders and recipients, references for your designers, marketing images on your Web site and in printed marketing materials. But only use one that is a decent shot, not some white- washed, pixel-ated and blurred snap from a camera phone that doesn't do your usual high standards justice.

This month, sensing that maybe a few of you received cameras for Christmas or scored some year-end sales, we offer a primer on how to pro- duce professional-looking digital photo- graphs without breaking the bank.

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