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Salespeople, well, they're salespeople and when they are doing their jobs right,
they will try to sell you the most expensive product they can get away with.
I'm not saying they're all dodgy, but that's normally what they get paid to do.
It's a broad market which is filled with technical jargon, and only some of that jargon actually amounts to anything meaningful.
So it pays to arm yourself with knowledge before you even set foot in the store, and to know what you are looking for, and what to ask.
Here are some questions that you can ask the attendant (and the internet beforehand) to narrow down which camera is right for you.
1. How much does it cost?
Have a look around, including online, and get a good feel for the price of any camera you are thinking of buying, from a few different sources. This way, you'll be aware of the market value, and it may even allow you to bargain a little. Decide how much you are willing to spend early, and don't be pushed into a deal without researching the camera independently first.
2. What brand is it?
The brand of a camera can give good clues on the build quality, the reliability and the quality of the images. Little-known brands can be a bad bet, so take notes of cameras you are interested in, then seek out reviews and opinions on the brand and model. Examine how it feels in the hand and whether it's comfortable to hold and use.
3. How big is the image sensor?
Sensor sizes vary according to what kind of camera it is - point and shoot, DSLR or a four-thirds type. Basically, the bigger the sensor is, the better. DSLRs and four-thirds generally have a much bigger image sensor, which means bigger pixels and better quality images. Sensor sizes are available on the internet, for almost any model, but some salespeople might know off-hand. Refer to this chart to get a feel for the different sensor sizes.
4. How many megapixels is it?
The only reason for prioritising megapixels is if you plan to print a lot of large photos. Ten is fine, and will allow you to print at a decent (about A3) size, without chewing up memory space. If you are only going to print small shots, share online and email, megapixels don't matter much at all.
5. Is the zoom optical, or digital?
Digital zoom should be avoided like the plague. It doesn't actually zoom, it just uses the centre portion of what the camera is seeing, which gives the illusion of zoom. Optical zoom is what you want - it works through lenses, actually adding detail to your shot.
6. What's the zoom range?
This can be another marketing trick - a number value meant to summarise zoom range. A 10x optical zoom range simply means 10 times the magnification from the lens's widest angle to the most "zoomed-in". To put in measurable terms, all camera zooms will have a 35mm range equivalent for their lens, for example - an 18-54mm lens would mean a 3x zoom range, as would a 28-84mm lens. Look for something with a decent zoom range, and test it out for yourself instead of relying on the "times" scale.
7. What sort of batteries does it take?
Most cameras will run on either a lithium-ion battery pack, or AA-size batteries. The packs need a charger, and an adapter if you go overseas, but last much longer than the AAs between charges. However, AAs can be found in almost any country - more so than a power socket, adapter or new pack - and you can keep a few sets ready as spares, ready to go. You can also buy rechargable AAs, and a charger.
8. Does it have any image stabilisation?
Image stabilisation technology varies in name according to brand, but they all essentially do the same trick. It reduces the shaking of your camera's shot by steadying either the lens, or the camera's sensor internally against your hand or the wind shaking it. This means your shots come out clearer, and much sharper than cameras without the function. It would now be considered reasonably standard in most cameras, and the effect is noticeable.
9. What sort of memory does it use?
There are several types of memory media - Compact Flash, SD card, Memory Stick and XD are the most common, although some have internal memory also. You can often get the photos from the camera using a USB cord which should come with the camera, but it's good to know what sort of memory it takes if you need to buy more. You should also try your luck at getting some memory thrown in free with the camera - you're making a big buy!
10. What sort of accessories does it take?
You might start as a complete beginner, but your passion for photography could grow. It's nice to know if your camera can support an external flash, a waterproof case, additional lenses, a tripod, a remote control, a lens hood, and where you can get these from.
Last of all - Does it have a warranty?
Cameras are mostly not too robust, they're precision instruments and accidents happen. Make sure you know if it has a warranty and how long it lasts. Paying for an extended warranty is a gamble which is quite often worth the risk. Also check that you know who to contact or where to take it if it stops working. Have a quick look at the warranty conditions so that you know what is covered by the terms. Make sure the store fills out any applicable details on the warranty form.
Follow me on Twitter @lukeappleby Article by Luke Appleby connectornz@gmail.com
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