Nestled securely in the depths of my wardrobe resides an object of immeasurable value. It surpasses the significance of my old engagement ring and even the collection of my children’s baby teeth, although not all of them. Within this plastic box lies a solitary sheet bearing the image of a young 11-year-old blonde girl. She gazes at a stranger, revealing a half-smile. This photograph, my most treasured possession, stands alone as the only school photo I have managed to preserve thus far.
While this photo is undoubtedly recognizable as my daughter, who is now 20, it does not entirely capture her essence. In this image, her smile exhibits a buoyancy I have never witnessed before, as if someone had just revealed to her the freedom to let the corners of her mouth uplift. Moreover, her hair is parted on the side instead of the middle, a minute change that used to irritate her to tears.
Nevertheless, I hold this photo in the highest regard.
Now, I use the term “photo” singularly, although I possess numerous iterations of this uncanny portrayal of my daughter. I have the original copy, measuring the typical four by six inches, along with four wallet-sized versions, eight passport-sized ones, several door hangers, and even a laminated calendar designed to serve as a bookmark. I cannot recall the exact sum I spent on these keepsakes, but I can safely say it was less than the price of a car. Regardless, there was never any hesitation in making this purchase. I knew I would be parting with a substantial amount of money, and while it may have caused a slight sense of madness, I eagerly handed over my credit card, followed by a backup card.
While I possess a sentimental nature, I was confident that my attachment to school photos extended beyond just me. I became aware of other parents who bemoaned the school photo process, yet possessed filing cabinets filled to the brim with these snapshots. Seeking further confirmation, I conducted a Twitter poll on the matter. The results revealed that out of more than 400 respondents, 69% always purchased school photos, 26% did so occasionally, with a mere 5% abstaining from the practice altogether. Interestingly, over 75% of participants deemed school photos too expensive.
What fascinated me was not the perception of their expensiveness, but rather the fact that people continue to buy them despite holding this belief. This prompted me to investigate the economics behind school photos.
The aforementioned Twitter survey provided some insight, with 67% of respondents citing sentimental reasons for their purchase, and 26% feeling a sense of obligation. It made me ponder whether this was a value judgment. Perhaps purchasing school photos was emblematic of being a good parent. If Ella’s mother was buying them, how could one possibly abstain? Furthermore, it struck me that soon enough, my child would complete their schooling journey, and though I might believe I will forever remember their appearance, this single picture would be the last remaining testament to the young person I cherished. Admittedly, this notion is far from accurate, given our ability to capture countless images on our phones, but it still maintains a sliver of truth.
Desiring a deeper understanding, I reached out to Brett Scapin, a former primary school teacher and photographer known for capturing candid shots ultimately used by schools on websites and billboards. Although his approach differs from traditional school photos, he possesses extensive experience within the classroom and, amusingly enough, once relished having his own school photo taken.
“What if your child moves out of home and all you have to remember them by are 800 pictures that fit in your wallet?” he pondered. “There’s a valid reason why school photos have remained unchanged throughout the years. People appreciate the constancy and compare their child’s progression from year to year.”
According to Scapin, school photos serve as a type of flipbook, documenting the rapid growth and transformation of a child from their early years until they become nothing more than a bundle of grunts and teenage rebellion. These photos are not meant to be visually stunning, but rather serve as a historical record, akin to war photographs.
“These school photos may not be the best photos ever taken, but they represent your child in that specific moment, commemorating yet another invaluable year of their life,” Scapin concludes.
This insight unveils the reason behind the continuous purchase of school photos. However, to comprehend the cost factor, I sought the expertise of Cat*, who has worked behind the camera during school photo days.
A dedicated team would arrive at the school premises as early as 6 am to allow an hour for set-up. Before the bustling activity of the school day commenced, they captured staff photos and sibling portraits, preparing to photograph each and every student. Cat reveals that these photos not only serve as cherished mementos for parents and grandparents but also fulfill a utilitarian purpose by being used for student identification. Moreover, they are likely plastered throughout the school, functioning as cautionary tools against delinquency and mischief.
“We often encountered parents attempting to capture their child’s photo on their phones, utilizing our carefully arranged backdrops. Naturally, our supervisors frowned upon this practice, recognizing the detrimental impact it would have on sales,” Cat discloses.
As Scapin had indicated, there is an art to the process.
“Encouraging unfamiliar children to relax and smile represents both a challenging and straightforward endeavor,” Cat explains. “Just like adults, children possess varying levels of self-esteem and confidence. I made it a point to find one element to compliment them on, be it their shoes, earrings, or hair. I noticed they would depart with a greater sense of joy.”
Once the photo session concluded, the images were transferred onto USB sticks and brought back to the office for processing. A dedicated team engaged in cropping the images to maintain a uniform appearance. Contrary to popular belief, the processing did not involve adding false eyelashes or erasing pimples, unless specifically requested by parents. Another team handled order processing, while Cat’s team focused on printing. Subsequently, the completed photos were returned to the school for distribution, where they would either be treasured or inevitably misplaced.
“The cost primarily stems from the operational expenses incurred by photography companies, including staffing costs, equipment, and printing,” Cat explains. Clearly, school photo day entails a significant investment in terms of personnel and resources.
As for the multitude of photo options available, Scapin likens it to the economies of scale. When he isn’t photographing within the school system, Scapin works as a wedding photographer and notes that the same principle applies within the wedding industry. The expenses associated with producing a single exquisite print primarily lie in the initial setup. By offering additional options, a higher profit margin can be achieved.
Moreover, imagine if your child moves out and the aforementioned photos are all that you have to remember them by, crammed into your wallet without even a refrigerator magnet to adorn your home.
Now that my children have grown, school photos merely serve as remnants of the past. I have lost so many that they are no longer viable as a flipbook, and regrettably, I neglected to share them with their grandparents. Nevertheless, there are moments when I retrieve this final remaining photo, capturing my young child seated dutifully on a wooden box, and I am struck by the thought that there she is, frozen in time.
Suddenly, the burden of a second mortgage doesn’t seem so burdensome.
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