Before choosing your model you should always have a casting session beforehand, this is because in todays media images may not always be accurate. If you're unable to meet up with your model, you can ask to Skype or FaceTime them, this way you're seeing them in an unedited light and you can then decide for yourself if they're right for you. Another way of getting to see your chosen model is to ask them to send you an unedited picture of themselves. You should always take into consideration the models features, such as bone structure, eyes, lips and maybe over interesting features on their face like freckles or birthmarks.
Other important things to look for in a model is how experienced they actually are and this'll show when you come to shoot. Look at their portfolio and look at their face and poses to see if they're almost the same in almost every image, or if they're unsure on how to pose then this shows that they're inexperienced whereas for more experienced models this'll come naturally to them. However if your model is less experienced then direct them! Show them how you want them to move their hands, body and face as this'll help them in the long run of their career and help you in getting that shot that you need.
You also need to create mood for your shoot. So, what gives mood to a shoot? There are many things that effect the mood, which includes; lighting, styling, background setting, posing, your chosen model, colour palette, tonal range that's being shown, and high key or low key lighting. All these components will help you create the perfect mood for your shoot and final images.
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