(I apologize in advance for how long this is. I tried to pare it down, but there is just too much valuable information.)
The photographic art you choose to place on your wall is ultimately the result of the vision of the photographer. This vision, coupled with what you wear to your session, the environment, the lighting, even the mood the subjects are in at the time of photographing creates the work that you will want to proudly display on your walls forevermore.
What custom photography ultimately is all about is choice and experience (as in THE experience). Custom photography is about finding someone who will photograph your family, give you devoted 1:1 attention without worry of the next ‘in line’ or the feeling of a crowded store portrait studio. A custom photographer will typically show you a fairly extensive gallery culled to only show the good images that meet the photographers’ creative sensibilities. Often the custom photographer includes basic retouching such as images-color corrected with blemishes and under-eye circles removed. Custom photographers are also known as boutique studios, offering a range of products and unparalleled service. Think Lincoln vs. Geo, think Nordstrom vs. Wal-Mart.
Custom photography should have you, the client and your experience in mind.
Why Does Custom Photography Cost More?
Digital technology is brilliant. The digital revolution has brought amazing flexibility and amazing amounts of control for the photographer, the hobbyist, the professional, the amateur. With flexibility comes a price though. Camera equipment is still considerably more expensive when you factor in its’ lifespan, the need for additional resources for processing those images, the time it takes to get a usable image and the effort that goes into all of this.
Even though you pay $1.99 for a print at your local drugstore, you may be wondering why you may pay upwards of $40, 50, 70, 90 for a custom photography print. Some photographers hear this statement every once in awhile:
“How in the world can you charge $60 for an 8×10 if it costs me less than $2 to print at the local drug store?”
The answer is multifaceted and has a lot to do with the time, aforementioned equipment costs, artistic vision, education, and reputation of the photographer, expertise and the usual costs of running a legitimate business.
TIME of the CUSTOM PHOTOGRAPHER:
Approaching it from a time standpoint, for instance let’s imagine if you will that you have hired a photographer who has work that you love.
Time break down:
- Session prep time (30 mins – 1 hour, includes equipment and back up equipment checks + vehicle checks for location sessions)
- 30 minutes set-up time for location sessions
- 30 minutes take down time at conclusion of location session
- 45 minutes-2 hours photographing subject (longer for newborns)
- 30-45 minutes uploading time from digital cards from camera to computer
- 30-45 minutes time spent backing up the original images
- 2-4 hours editing time to present you with a diverse gallery of edited images
- 2 hour final retouching, cropping, sizing for ordering and submittal to print lab
- 1 hour sorting through and checking and packaging order
- 30 minutes-1 hour getting order personally delivered (unless other arrangements are made to better accommodate you (mini sessions excluded)
- Any additional phone time or time needed for add on ordering, shipment issues, quality issues. Being generally available for client questions/concerns throughout the process from session planning to final delivery.
As you can see, average client time for a session ranges from just under 12 hours to 15 hours dependent on the photographer’s level of service. This is time dedicated only to your session. When the photographer charges $150-$300 for the photo shoot you are not just paying for the two hours of session time, you are paying the photographer for 12-15 hours complete time for your session.
COSTS of the CUSTOM PHOTOGRAPHER:
Regarding equipment costs, a good quality professional camera with a selection of good optical quality lenses and digital storage mediums and computer set up can run from $10,000-$30,000 costs dependent on the photographer. Even though you can purchase a really good quality digital SLR for about $2100 there are still other costs related to photography. A good lens for portrait photography can run up $900 to $2500. A dependable computer system with software loaded for business and creative usage can run $2500 to $8000 dependent on the photographer.
Then come lab costs for specialty products. A good photographer knows the lab is integral to their success. Photography labs dedicated to the professional photographer often cost more and offer a range of products that allows the custom photographer to continually offer new, innovative products for you, the discerning client. Custom photographers use professional labs that have the highest quality prints, and photographic papers and canvases.
Although, you are not just paying for the paper your image is printed on — You are paying for QUALITY, EXPERIENCE, CREATIVITY, TIME, and most importantly…a lifetime investment.
Discussion of other costs of running a photography business could take awhile so we’ll skip the intricate details. There is of course much more: including costs of running the business, taxes, studio rental/mortgage if the photographer has ownership of a dedicated studio, vehicular costs, costs of advertising/marketing, costs of sample pieces that the photographer displays, continuing education (workshops, seminars), and professional association memberships, etc.
APPLES to ORANGES:
Often times clients will mention to their photographer that X studio in the mall/department store only charges $25 for an 8×10 or they may mention other things related to discount photography chains. The fact is those discount chains make their money on volume, not on customized 1:1 service. According to several articles at the time, did you know that in February 2007 a rather well known discount department store that started in Arkansas closed down 500 of their portrait studios across the nation? The reason is simple; you cannot make money on 99¢ “professional” prints if you do not sell enough of them. Interestingly enough – those same studios that offer the loss leader packages often charge much, much more for their a la carte pricing (as high as $40-50 for an 8×10). The whole reason the big department stores began offering portrait studios in the first place was to get you, the savvy consumer, in through their door so that you could spend more money with them in other departments. Your “PORTRAITS” are considered the true “loss leader”.
Going to a chain studio, as a consumer, you don’t have the benefit of 1:1 attention for up to 2 hours where your child is allowed to explore, play and be comfortable in the studio environment, nor do you get the experience that many custom photographers are known for or the lovely captures of natural expressions. You simply get a bare-bones, “SAY CHEESE” experience. The whole experience takes 15 minutes. They are usually run behind on appointment times, and your child is in meltdown mode before even stepping foot into the camera area. They have certain ways of doing things, and the lighting, processes, and poses are always the same. This gives them limited artistic abilities. They take a picture, and sell prints to you. That is IT. You get what you get.
Keep this in mind when selecting a photographer.
Moral of the story -
Chain studios are not horrible places to go for photographs. They will give you a decent shot of your family or child, but it is DIFFERENT than the quality, service, and experience you get from a custom portrait photography experience.
Think of it this way, a plumber will usually cost you at least $50/hour. Your hairdresser charges maybe $30 for a 15-20 minute hair cut. The guy that mows your lawn charges $20 an hour. Why would photography be any different?
REPUTATION/EXPERTISE of the PHOTOGRAPHER:
Being in demand, being well known for quality work, having a good reputation often costs time on the photographer’s part. Their expertise comes at a cost, their time learning their craft and learning the intricacies of lighting and the commitment put forth on their end to create a persona about their business that oozes professionalism. A great number of photographers go a very long time from the time that they purchase their first good camera to making money at the business of photography. Many photographers, when first starting out, rush in thinking that the business will be easily profitable in no time, how expensive could it be to get a camera and use it to create their dream? They often neglect to factor in the cost of business, the cost of equipment, software, back-ups, etc.
Being of sound reputation, a better professional photographer knows that they must always reinvest in their business to create the reputation of being top notch. To create good work good equipment, reliable equipment, back up equipment is a necessity. The photographer who desires to be known as better/best/unparalleled reputation-wise knows that the most important thing they can do for their business is reliability and dependability. This is how reputations get built. Great work often is a wonderful side product of building that good reputation.
I hope this (lengthy) article helps shed some light on WHY a custom photographer is a better choice for your family’s memories. The photographs that are produced as a result of the professionalism and dedication that your photographer has will be cherished for a lifetime (or more) and great thought and consideration should be placed into hiring who is right for your family’s most precious investment.
Original content is found at http://www.professionalchildphotographer.com written by Marianne Drenthe
and based on an article by San Diego Photographer Caught On Film Photography
Portraits are a lifelong investment. You will have your portraits forever to remember this time in your child or family’s life. Being a high school senior is a once in a lifetime event. You commemorate it with a session of photographs. You will have these to remember this time in your life forever! I need to be compensated for my time, hard work, and the education that is behind my skill just as you would get paid fairly for your job. This is what makes my business successful. We all have talents, and we all have families that we have to live and work for. I am not any different. I have a family to provide for just as you do. I am a stay at home mom along with running my business. Most people just do not realize how much time it takes for the entire process. The time that I put into creating wonderful portrait memories for my clients is time that is taken away from my family. Pricing can be a touchy subject, and I am proud of the fact that I am priced accodingly with other photographers of the same skill and education. You truly get what you pay for. This is the reason why giving proofs away at a ridiculaously low price or a cheap CD of images will not be found with my work. The same time and effort is put into a digital image as is a tangible print. For these reasons, quality photographers place a minimum order requirement before making these items available for sale.
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