Are All Photographers the Same? A Cautionary Tale
Thursday, June 17th, 2010 Category: Personal 130 Comments 
A question I am asked frequently is why photographers charge what they do. Because, let’s face it, there is such a discrepancy in prices and those shopping purely on price alone are nearly always going to go the least expensive route. But at some point I want to ask those consumers: is that the wisest decision?
One phrase I hear a lot is, “it only costs 10c to make a print – so why do you charge so much?” And if the value of the image was only the print paper cost itself, that would be a valid question. But then again, a lawyer makes several thousands and all they produce is paper worth less then a penny. So why do we pay lawyers upwards of 100 euros an hour?
The easy answer is that an experienced photographer – one who has spent years studying the craft, honing skills, and perfecting style, is going to give you a much better image than the beginner who is simply clicking a shutter button. If clicking the shutter is the only parameter of a professional photographer, I’d like to offer the services of my 7 year old – she takes great pictures (everyone says so!) and I’m happy to hire her out for 200 euros for a disk of images. She’ll be happy too – she’d love a new Lego Star Wars set. But why pay 200 euros for my 7 year old (or a beginner photographer) when you can just have the grandparents click the button instead – and for free? Because, in all honesty, grandma can get the same exact pictures (or perhaps better if she has talent!) than the photographer who just clicks a shutter without regard to equipment, composition, moment, expression, lighting, or exposure.
I could make this post longer by summing out costs of being a photographer: VAT/taxes, insurance, business development costs, time, software, equipment, the desire to not work for free for other people ……. but really, I would think that most would recognize there are obvious costs behind owning any business. Would you really feel you were saving money if you hired a lawyer who had no formal training or education but who felt they would be good at winning lawsuits because they saw someone do it on TV?
The parallel is true since many photographers are encouraged by friends and family (would you tell your best friend that the image she shot and is so proud of has a kid in dappled light and a telephone pole sticking out of his head with a white balance so off that he is practically blue?). Similarly, many photographers are not licensed business owners – so if you get charged for poor portraits, you have no recourse. I would love to charge less – and certainly my photography business isn’t going to buy me a Lexus. But at the same time, it is frustrating to be legal, pay taxes, and yet lose customers to those operating illegally.
Truly: professional images comprise a lot of factors – otherwise, why would you hire someone to photograph your children if you could just do it yourself? Composition, metering, focus, white balance, skin tones, light in the eyes, pose, post processing….. these are skills that take time to develop. And the difference in quality should be fairly obvious if you compare portfolios.
Which always leads to the next question: “It’s just the camera, right?” One day, it’s likely you will have a friend tell you he or she wans to become a professional photographer. I would be wealthy if I had a dime for every person who has asked which DSLR I would recommend (it really is NOT the camera making the good pictures – honest!). I answer those questions honestly: unless you are going to shoot in manual modes (not auto) and learn ISO, F-stop, Shutter speed, spot metering, etc, a person can (and often does) spend thousands and thousands and not have as good images. Good images are about using the equipment and reading the light correctly – neither of which can be obtained in AUTO by clicking a button. If you don’t believe me, go ahead and spend thousands. But also be prepared to admit after 6 months that it’s not the camera, it is the artist BEHIND the lens, that is making the creative and beautiful portraits. And as for my friends? I steer them to a good prosumer and not a DSLR. They are happy and save quite a bit of money in the process.
It really isn’t about the camera. When the light is read correctly, the right F-Stop is chosen, and sound post processing is applied, this unassuming location:
Becomes this professional portrait:
One thing I really find interesting is that people will buy Coach purses, fancy flatscreen TVs, expensive toys and sets for their children, and all manner of luxury goods that have maybe a 1-2 year lifespan. But when it comes to professional portraits, which will last a lifetime, they base the decision purely on price. I’m not sure at what point children and family become less important than a fancy purse. But I can tell you that those who purchased high quality portraits have a beautiful reminder of a time that has past – and those portraits are still hanging or displayed while the purse has long since been thrown away.
Sure, parents can choose to purchase inexpensive photography based solely on price. Not everyone can afford the price of a good photographer and the compromise often is quality. But I truly hope and encourage buyers to really consider what they are buying and why – and not to choose solely on price. Your memories do not have a price tag and once this moment is gone, you forever lose the chance to have hired a true professional to beautifully capture your family.
Choosing the best you can afford will always be the best advice given to anyone looking for quality professional portraits. As with anything hand-made and requiring an artistic eye, those who produce quality work often charge more – it compensates for the amount of time they have spent learning and perfecting their art. Choose how the photographers express themselves – and how that will translate into your family’s portrait work. Choosing based solely on price is saying that all photographers are the same – and that really isn’t true.
Sure, price may not always reflect skill. That’s where a buyer’s judgment and comparison of portfolios come in. But it is a good bet that a lot of the cheaper photographers will disappear in a year as they realize they are actually losing money and working for nearly free. And that is also a concern because they may not have an interest in protecting or archiving your photos.
Hello Andrea!
I 100% agree with you…I am a professional photographer with over 10 yrs. of experience, and a college degree in photography from a fine art school! I for one do not charge an arm and a leg for my services, becasue I believe that great photography should also still be affordable enough for msot of the population to be able to have the luxury of having their family/ wedding/children photographed, and enjoy those memories for years to come!
However, at the same time I STILL have customers (who I talk to aout bookings via phone/internet) that ask why I’m so much cheaper than some other in my area….hearing this from people quite frankly annoys me!! While, I am “affordable” I don’t not see my pricing as “cheap”…and I have absolutely no problem telling them that! But, I also tell them, that it’s completely their choice to on who they book for a session…meaning if they don’t like my work (the quality – shown in my portfolio) then by all means don’t choose me! I just can’t understand why if a client loves the work I do, AND their getting a great deal on their session/pkg. pricing, why on Earth they would complain. Sometimes, it really just makes me want to say OK…I guess I can charge what my competitors are if you’d like to spend more! LOL
Lastly, I’d also like to agreee with you that it is VERY frustrating to go on sites like Craigslist and see other photographers, and/or new ones just starting or or building their portfolio, who will do session for FREE! I don’t think they really are thinking about the consequences they are putting EVERY photographer in the business in when they put out ads like those…But again like you already said…you get what you pay for!!!
Just my two cents on things…
I totally disagree with the portfolio building comment left previously. I’d much rather see a new photographer starting to learn giving away their session free. Those photographers don’t have a degree or formal training and this is how they are learning. If they charged for that then they’d seriously devalue the industry. People would get sick of paying $ for less than perfect photos and the entire industry would have a bad rep from it.
You get what you pay for is the perception and that’s why her customers are asking why. It’s perceived value. If you charge an arm and a leg you are worth an arm and a leg. If you charge pennies you are worth pennies, right? Not always, but that’s the way people see things!
Great article, I’ve heard many of the same things. Especially about the camera…how “it” takes really good pictures. HA! Thanks for posting this!
Thank you Andrea! Would love to link to this.
I totally agree with you Andrea. I posted a blog entry this past May on the topic of post production. Here is the link titled: Educate Your Clients – Post Production After the Photo Shoot:
http://bit.ly/bWOO2A
Great post…hope you dont mind i linked it from my page.
I agree with you, but i just have to say one thing.
You can have an degree in photography, the right equipment, and no all the photography terms, but you can still have poopy photos. If you have it, you have it and if you don’t no amount of school or equipment can change that.
Thank you Andrea, worded beautifully and oh so true.
I wish more people would understand how important a professional photo session is, especially after you have lost someone near and dear to you. Before I even became a professional myself (almost 20 years ago!), I knew that you get what you pay for. And so true about the purse and pretty much anything that is a material good. Your children, your parents, your wedding, etc. are not material goods. What makes me so furious is that so many inexperienced (not to mention, operating w/o a business license/insurance, etc.) “photographers” are undercutting the ones who have the experience and most people (the consumer) just to know or see the difference. They just see a cheaper price. Ugh! Anyhow I hope your post will make a difference. Thanks for sharing!
This was beautifully written. Thank you.
What if the photographer doesn’t have enough clientele to pay for taxes, get a license, and all that jazz? And is it so bad to want to learn and photograph people for free? How are people supposed to learn? Photograph rocks? Photography is an art, and isn’t always business. What if the photographer only takes pictures once in a while? I do understand that it frustrates you that people get away with not paying taxes nor getting the proper license, but think about it. Not everyone makes what you do, and not everyone is as dedicated as it as you are. Young photographers have to LEARN one way or another. If a free (or affordable) photographer takes pictures at an event or of a family, chances are, that family/couple didn’t even THINK twice about paying the price some photographers charge. So it’s not stealing business.
Great article! We have linked this article from our current blog post, thanks for writing this!