Style over substance.

Q: STYLE OVER SUBSTANCE OR SUBSTANCE OVER STYLE? WHICH IS THE MOST IMPORTANT THING IN A PHOTOGRAPH?

A: Substance over style.

Content over technique.

If you shoot for style and what’s hot in the industry today, you will quickly find your work looking dated, and you’ll be hopping on one popular bandwagon after another. Also note that if you are a trend whore, and you begin shooting what is “hot” right now, you’re already a year behind the trend. As soon as you have that hot new style down, the world has moved on to the next thing that you will then be trying to emulate and, yet again, will already be behind on.

Content and substance always wins.

Brooks Brothers vs. parachute pants.