Why Does Custom Photography Cost More?

Costs of running a business + experience and knowledge

Clients often ask the question: why does custom photography cost more? While 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 $75 for a custom photography print.  

Photographers hear this statement every once in awhile:

“How in the world can you charge upwards of$80 for an 8×10 if it costs me less than $2 to print at the XYZ store?”

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
• 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

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.  When the photographer charges $150-$300 for the photo shoot (aka SESSION FEE) you are not just paying for the two hours of session time, you are paying the photographer for 12-19 hours 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.  ONE good lens for portrait photography can run from $900 to $2500.  Factor in that many professional photographers own a main camera, a back up camera as well as an assortment of lenses for multiple applications. 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 and involves more numbers. A brief overview of these costs:  the costs of running any business includes: taxes, studio rental/mortgage, vehicle and depreciation costs, costs of advertising/marketing, costs of sample pieces that the photographer will likely bring to your session, etc. If you’re interested in reading more detail please click the + sign below

APPLES to ORANGES: The Chain Studio Reality

Clients often ask why custom photography costs more than chain studios offering “$9.99 sessions” or big box stores with portrait counters. The reality? Those studios make money on volume and upsells, not personalized service.

Corporate chain studios use portrait sessions as loss leaders, it’s a hook! They’re designed to get you in the door and then hit you with expensive add-ons. That “$9.99 session” quickly becomes $200+ when you want more than one basic print. Many charge near the same price for individual prints as a custom photographer all the while trading the value of working with a small business with the hand held client centric experience for just-as-expensive-but-less-high-touch quality of print and experience.

The math is quite simple: chain studios need to photograph 20+ families daily to stay profitable. Custom photographers focus on creating a 1:1 exceptional experience with you, their client, maybe 1 of 2 during an entire day’s worth of shooting.

You’re not just paying for prints – you’re investing in an entirely different level of service and artistry.

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.

REPUTATION & EXPERTISE: You’re Paying for Years of Knowledge

There’s an old story about a ship’s engine that stumped expensive experts for weeks. Finally, an older gentleman arrived with just a hammer and toolbag. He spent minutes tapping around the engine, made a quick adjustment, and told the captain to “start her up.” The engine roared to life.

When he billed $10,000, the shocked company questioned the cost for “a few minutes with a hammer.” His response: “Sure the amount of time was worth $1,000. The other $9,000 was the value of my knowing exactly where to tap.”

Photography works the same way. When you hire an experienced professional you aren’t just paying for the two hours they spend with your family playing in the woods or by a creek being photographed. You’re actually investing in:

• Their years of technical mastery – knowing how to handle any lighting situation by adjusting camera settings on their own and not relying on the computer inside their camera to override the technical aspects of photography
• Their creative expertise – their ability to capture genuine expressions, not just poses and “say cheese” smiles
• Business reliability – the proper equipment for the time and place, equipment backups, and professional processes
• Reputation built on consistency – their ability to deliver quality work every single time

Many new photographers undercharge because they focus only on “pushing the shutter” while ignoring business costs, backup equipment, and the years of learning that separate snapshots from art.

The bottom line? A professional photographer who commands higher fees does so because they’ve likely invested years building the expertise to deliver consistently exceptional results. Your family’s memories deserve that level of skill and dedication. They say that the days are long but the years are short. A good and consistent photographer understands how important it is to capture not just a moment but THE moment.

When you’re choosing someone to capture your most precious moments, you’re not just buying photos – you’re investing in peace of mind that comes from hiring a true professional that will deliver the now to the future version of you.

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.

This content is inspired by discussions with other photographers, my own personal experiences and an outline from 2006-2007 based on an article by San Diego Photographers – web archive link: Caught On Film Photography