Custom photography is more of a luxury than your entry level cookie cutter chain experience. Custom photography truly is not for everyone; it requires a level of commitment, investment of time and money, forethought and planning on the part of the subject/client, and it requires a larger time commitment for the photographer as well.
Clients who enjoy taking a more active role in the creation of their families’ memories have the desire to have portrait art that is truly personalized. These more discerning clients have been known to budget and allot time for a custom photography session. Many clients opt for it to be a once a year special experience, some opt to have custom photography sessions done to record their child's stages in life. Having said this, it is clear that custom photography is not in everyone’s budget; it is something that most families save for to splurge on from time to time to memorialize their children as they really are (not posed and primped in the cookie cutter studio setting).
There is a great deal of time involved in creating high end custom photography sessions for a client. The luxury of great service, better choices and a supberb end product. The result of all this are heirloom-quality images. The time invested at the session is only a small portion of the time involved in this process.
Custom photography has been likened to purchasing a fine vehicle. To get to point B from A - let's face it, even a bus ride would suffice. If you want to luxuriate in a finely appointed vehicle, customizing your own experience by listening to smooth jazz while sitting in a climate controlled setting adjusted purely for your comfort in a body hugging leather interior, perhaps that Lexus you so desire is your cup of tea. Custom photography is much the same cup of tea. It is the Lexus of the photography world. It is where the intangibles make the experience truly wonderful and the images themselves make the investment of money and time truly worthwhile.
Custom photography can be broken down into even more levels. There are on location, studio, mixed studio/on location, specialty location and destination type photographers. The beauty of custom photography is in the choices and in the luxury of thoses options. The customized service level you are sure to experience will be amazing. The knowledge that your final images are the result of someone caring about those moments so much that they take extra time ensuring that the artwork you receive is good enough to stand by with their name on it. That level of quality and commitment is all but lost in the age of "mass produced," "mass marketed," corporate "everyone is a number". Custom photography is based on being unique to you. How great an experience would it be to be able to sit back and allow a photographer to do this highly custom work for images that you will most likely cherish for a lifetime?
Keep in mind more than anything that the Lexus will never appreciate in value the way your portraits will. The portrait art you become invested in from your custom photographer will no doubt increase in value and become more priceless as the years pass.
The digital revolution has brought amazing flexibility and ability to control various factors during the image taking and making process. Photographers, the hobbyist, the professional, the amateur all benefit from this ability to manipulate pixels. However, with flexibility comes a price. Digital 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 creating a work of photographic art. We all know that you can go to the local Walgreen's and pay a $1.99 for a print – as a client you may wonder why you may pay upwards of $50, $70, $90 for a custom photography print. Photographers hear this statement every once in awhile:
"How in the world can you charge $xx for an 8×10 if it costs me less than $2 to print at x store?"
The truth of the matter is the answer to this question is multifaceted. Much of the cost of a photographic print produced by a professional photographer has a lot to do with the time, equipment costs, artistic vision and reputation of the photographer not to mention expertise and the usual costs of running a legitimate business. The cost of TIME Approaching it from a time standpoint, let's imagine that you have hired a photographer who has work that you love. This photographer is traveling an hour to your destination to photograph your session. Here is an example of a time break down:
- booking time: 30 minutes to one hour (client contact time + paperwork)
- pre-session prep time (30 mins – 1 hour, includes equipment and back up equipment checks + vehicle checks)
- one hour travel time TO session
- 15-30 minutes prep time at client's home
- 90 minutes-2 hours with client photographing subject
- one hour travel time FROM session
- 30-45 minutes uploading time from digital cards from camera to computer
- 30-45 minutes time spent backing up the original images
- 2-5 hours editing time to present you with a diverse gallery of edited images
- 1 hour prep time getting ready for ordering
- 1 hour sorting through and checking order
- 30 minutes-1 hour prep time for delivery
- 30 minutes-1 hour getting order shipped
- any additional phone time or time needed for add on ordering, shipment issues, quality issues
In this example, the time spent per client can range from just under 13 hours to 19 hours – dependent on the photographer's level of service. This is time dedicated only to ONE session. Whatever you may be paying for the session fee, you are not just paying for the one to two hours of session time, you are paying the photographer for 13-19 hours of complete time for your session.
The COSTS of Maintaining a Custom Photography Business:
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 from $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 their professional lab is an integral part of their success. These labs often cost more and offer a range of products that allows the custom photographer to continually offer new, innovative products for the discerning client.
Discussion on other costs of running a photography business could take awhile so we'll skip many of the intricate details. An overview: the 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 will likely bring to your session, etc.
APPLES to ORANGES to BANANAS:
Often clients will mention to their photographer that X studio in the mall/department store only charges $19.99 for an 8×10 "sheet" 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. In February 2007 a company who has leased photography retail space in a rather well known discount retailer closed down 500 of their portrait studios across the nation. The reason it happened 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 vs. many custom photographers (as high as $40-50 for an 8×10).
A little history – the whole reason the big department stores began offering portrait services 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 "loss leader". Your portraits that are meant to symbolize a once-in-a-lifetime stage in your child's life are part of what a store considers a way to get you in there door to spend more money on goods that you might not really want or need but because you're there "anyway" you buy.
Also keep in mind that when you go to a chain studio, as a consumer, you don't have the benefit of 1:1 attention for 2 hours at your home where your child is allowed to explore, play and be comfortable in their home environment, nor do you get the experience that many custom photographers are known for as well as the lovely captures of natural expressions. You simply get a bare bones, "SAY CHEESE" experience.
(credit for this information to Marianne Drenthe of Marmalade Photography - www.professionalchildphotographer.com)