What Is Custom Photography?
here are some very wise words by Marianne Drenthe of Marmalade Photography
out of Chicago as to what Custom Photography is and why it does cost more
then going to Walmart or Sears!
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 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 images are fully edited images-color corrected
with blemishes and undereye circles removed. Custom photographers are
also known as boutique studios, offering a range of products and
unparalleled service. Think Lexus vs. Hyundai, think Nordstrom vs.
WalMart.
Custom photography should have you, the client and your experience in mind.
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 and paying
for film is pretty much a thing of the past (although you still pay for
memory) you may be wondering why you may pay upwards $$$ for a custom
photography print. Some photographers hear this statement every once in
awhile:
“How in the world can you charge $40 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 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 and
that is traveling an hour to your on location session. Time break down:
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-3 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
4-8 hours editing time to present you with a diverse gallery of edited images
1 hour prep time getting ready for ordering
2-3 hours time with client for ordering images
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
As you can see, average client time for a session ranges from just under
14 hours to 20 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 14-20 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.
Discussion 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 will likely bring to your session, etc.
APPLES to ORANGES:
Often times clients will mention to their photographer that X studio in
the mall/department store only charges $$$ 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 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 or the lovely
captures of natural expressions. You simply get a bare bones, “SAY
CHEESE” experience. Keep this in mind when selecting a photographer.
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.
