Are All Photographers the Same?
June 17, 2010 | Filed Under Personal
A question I am asked frequently is why photographers charge what they do. 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 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 for a disk of images. She’ll be happy too – she’d love a new Lego Star Wars set. But why pay $200 for my 7 year old (or a beginner photographer) when you can just have the grandparents click the button instead – and for free?
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?” And that one hit kind of home for me. One day last year, my sister told me she wanted to take images of her family and have them be as good as mine – so she asked which DSLR she should buy. I answered her honestly: unless you are going to shoot in manual modes (not auto) and learn ISO, F-stop, Shutter speed, spot metering, etc, she could 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 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 sister? She bought a prosumer and not a DSLR and has been very happy since. And saved 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 not based on price – but on how the photographer expresses 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.
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116 Responses to “Are All Photographers the Same?”
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[...] of my favorite photographers is Andrea Joki, from Ajaton Joki Photography. She’s a huge inspiration to many artists in the [...]
A critical issue for those of us photographers making, trying and hoping to make a living in photography. It’s a question of perceived value. The average person will always choose price. That’s why the majority of the stuff we buy id made in China. What do we do about it?
First, we recognize that this trend will never change. Digital has just brought this trend to photography. It’s already doomed the small mom&pop stores (box chains sell cheaper and have it all in one spot).
Second, we accept that the people who cannot see the value we provide in our product or service, will never be convinced otherwise. And this is especially true if the feel, or even can imagine they can do it themselves.
And thirdly we accept that there will be hobbyists who will sell their stuff for less than market value. I disagree with Andrea here: these people will never go oit of business: they are not in a business to go out of. It’s a hobby and is extra cash.
So what do we do? Examine our services, products, branding and markets. Are we in the right spot? Is there a market consisting of people who see our value? Is our value a significant differentiator?
All these factors need to be examined with a critical eye. And adjusted accordingly. It is hard and will require a great deal if work. In the tech business, there is a phrase: innovate or die.
We need to innovate or evolve or product, value and markets.
Good luck to you and see you out there.
Hagen
[...] are my thoughts and response to a post by ANDREA JOKI on her blog Ajaton Joki. Visit her site: her photography is [...]
Thank you, Esther for the comment.
Following the law regarding taxes can mean many things, Trina. You have to meet a certain level of income before you pay taxes in the US on your business, but some of those who don’t have a studio do follow the LAW too. You have a great point, though, so don’t get me wrong at all. I’m glad you reminded us along with others here.
The very good thing about this post and these comments is that it will make many people look at what the laws are in their states/countries, etc. and follow it.
Lisa, I think you are misguided on the income tax. No matter how much income you bring in, you have to claim it regardless of whether you earned it babysitting, or by having a hobby photography service or a full-fledged business. Every penny you earn, the government claims a portion of for taxes and it is your obligation to report it whether you are a legitimate business or otherwise.
Jenn,
Yep you are right. That was off on my part! Thanks! I have stuff to be filed when needed. Shouldn’t have worded it that way. Thank you!
[...] Are All Photographers The Same? Words of wisdom from the extremely talented Andrea Joki, from Finland. Why photographers are different, and why you might not want to let price dictate who to choose. [...]
Perfectly worded, Andrea. I shared on FB.
an excellent article and sobering and wise reading. Why do we say our memories and families are so important yet purchase and live in a different way. The plasma/purse analogy is gold.
[...] CLICK HERE! [...]
[...] Another excellent viewpoint that has since been written, perhaps more eloquently is by a photographer I greatly admire – Andrea Joki. Her opinion can be seen HERE [...]
Almost 20 years ago, I went into college having loved photography/art since I was teenager. I hold degree in Photography & Graphic Design. I’ve worked since then in this ever-evolving field of ours, but I don’t share your point of view.
I would venture to say that most/lots of the photographers here don’t have the background I have, but I think that many of you have the same skill level. Why? Talent is talent, and if you have it, you’ll develop it quickly…. especially these days. Everything you need is right there for you. Do you really need a 4 year degree to do what you do?? Nope, not anymore! Digital cameras, websites, hosting sites, and editing images (within an inch of their lives!) is something lots of people, some w/talent, some not so much, can access fairly easily these days. If most of these up and coming photographers had to go through what I went through to get into this business, most would not. But be honest… would you be where you are? The very technology that makes it so easy to break into this business, is the same one that propels yours.
How many of you have it on your websites that you “discovered photography”? When did you discover it exactly? But many of you have no problem sharing these articles above on your FB pages. I find that ironic. I never discovered photography, it was my passion long before I ever knew, and I have never done anything else. I have never justified my cost to anyone. This is my work, this is my price…after that, the decision is out of my hands. Photography IS a luxury, and memories are not hinged on whether or not you can afford custom photography.
To the newcomers… welcome. We can all appreciate that you need to get your foot in the door. Be honest with yourself, be honest with your clients. Charge a reduced fee for your first year to build your portfolio. After that, charge average market price… enough to make it worth your while and enough to not undercut the entire photography community.
“I never discovered photography, it was my passion long before I ever knew, and I have never done anything else.”
-Elle
Well said! Just recently my mother sent me a box of prints and negatives I had taken from the early to late 90’s during my teen years. I was surprised to see some of the work that I did back then with my lil film cam was actually decent.
I’m going to have to agree that custom portraiture is a luxury. The “memories” theory everyone is try to push is crazy to me. I can pull out old snapshots of my grandparents, or summer vacations we took when I was a child and the memories are just as vivid as when I look at the professional portaits I had taken of my own children(I’m a pro photog turned stay-at-home mom). They not on the same level artistically, but as far as memories go, I’d call it even.
Oh, I have a designer purse, too. Not once did the girl behind the counter tell me that it would hold my goodies any better than the less expensive brands.
[...] A wonderful blog post from photographer Andrea Joki…. Read it here. [...]
Well said Andrea. I have to print this post.