High-quality photos do more than fill space—they tell the story of your childcare program and create an emotional connection with prospective families. In an industry built on trust, the images you share are often a family’s first impression of your learning environment.
Bright, authentic photos can reassure families about the care you provide, while poor-quality images may send the wrong message. This article covers best practices for taking photos that showcase your program’s spirit while respecting children’s privacy.
Prioritize privacy and permissions above all else
Before you even pick up a camera or smartphone, your first step must be ensuring you have the proper consent. Protecting the privacy and safety of the children in your care is your top priority. In today's digital age, families are increasingly conscious of where and how their children's images are shared, and demonstrating that you take this seriously helps build a foundation of trust.
Secure written consent
It is essential to have a formal process for gathering permission. Include a clear photography and video consent form in your enrollment packet that specifies exactly how and where photos will be used. Be specific in your listing—mentions might include your website, social media platforms (like Facebook and Instagram), printed brochures, or internal newsletters. This transparency ensures families know exactly what to expect.
Offer an opt-out
Not every family will be comfortable having their child's image shared online, and that is perfectly okay. Give families a clear, easy way to decline permission without judgment. Maintain an up-to-date list of children who cannot be photographed for marketing purposes and ensure all staff members—including substitutes—are aware of this list.
Creative alternatives for non-consented children
Just because a child cannot be photographed doesn't mean they can't be part of the story of your day (with care). You can still capture the essence of your program while respecting privacy boundaries by focusing on:
- Hands engaged in activities, such as painting or building blocks.
- The backs of heads during story time or group circle.
- Wide shots of the classroom environment before children arrive.
Never post photos of children's faces without explicit permission. When in doubt, leave the photo out.
Childcare Consent and Release Forms
Use this free set of fillable PDF templates to obtain the required approvals and permissions from families.
Use natural light to your advantage
Good lighting is the single most important element for creating warm, inviting, and professional-looking photos. Lighting sets the mood of the image. While it might be tempting to use the flash on your phone or camera, especially in a dimmer room, try to avoid it. Flash often creates harsh shadows, unnatural skin tones, and "red-eye" effects that can make a cozy classroom feel clinical.
Find the light
Look for the sources of natural light in your facility. Take photos near large windows, glass doors, or skylights. The natural light from outside renders colors more accurately and provides a soft, flattering look that artificial overhead fluorescent lights often cannot match.
Time it right
The quality of light changes throughout the day. Morning light is often soft, bright, and diffused, making it ideal for capturing beautiful shots of morning circle time or free play. If you have an outdoor play area, the "golden hour" (shortly after sunrise or before sunset) provides a warm glow, though mid-morning is often most practical for childcare schedules.
Avoid shadows
Be mindful of where the light is coming from in relation to your subject. Position yourself so the light source is shining on the child or activity, not behind it. If the window is behind the child, they will appear as a dark silhouette. Instead, stand with your back to the window (without blocking the light) so the light illuminates the child's face and activity.
Capture candid moments of learning and joy
While a traditional posed group photo with everyone smiling at the camera has its place (like class picture day), candid shots often do a better job of marketing your program. Candid photos feel more authentic and allow prospective families to imagine their own child in that environment. They show your program's philosophy in action, rather than just a staged moment.
Focus on the action
Look for moments where children are deeply engaged in an activity. This could be a child concentrating while stacking blocks, the look of wonder while exploring a sensory bin, or the joy of painting a masterpiece. These action shots demonstrate that your children are learning, exploring, and developing skills, which is exactly what families want to see.
Get on their level
One of the most effective photography tips for children is to change your perspective. Instead of standing up and shooting down at the children, kneel, squat, or sit on the floor. Taking photos from a child's eye level makes the images feel more immersive and personal. It brings the viewer into the child's world and allows you to capture expressions and details you might miss from above.
Patience is key
Great candid shots rarely happen instantly. Don't try to force a moment or ask a child to "say cheese" constantly, as this can lead to unnatural grimaces. Instead, have your camera ready and wait. Observe the room and wait for genuine smiles, expressions of discovery, or social interactions to happen naturally. The result will be a photo that radiates genuine joy.
Showcase your environment and staff
Your photos should highlight more than just the children. Families are also evaluating the facility itself and the people who will be caring for their little ones. Your marketing images should showcase your clean, organized, engaging learning spaces and the caring adults who run them.
Detail shots
Don't forget to photograph the "things" that make your program special. Take photos of inviting reading corners, organized learning materials on shelves, colorful wall displays, and unique features of your facility like a garden or playground equipment. These detail shots help families visualize the physical environment where their child will spend their day.
Staff in action
Your staff is your most valuable asset. Capture photos of teachers reading to a group, facilitating a science experiment, or offering a comforting hug. These images illustrate the positive, nurturing interactions that define your childcare program. Seeing a teacher genuinely engaged with students builds immense trust with prospective families who are looking for a loving environment.
Declutter the background
Before you snap a photo, do a quick scan of the frame. Are there overflowing trash cans, piled-up coats, or stray papers in the background? A cluttered background can be distracting and make the space look chaotic. A quick tidy-up—or simply changing your angle to crop out the mess—ensures your space looks professional, organized, and appealing.
Editing and sharing your photos
You do not need to be a professional photographer or own expensive software to produce great images. A few simple edits can make a good photo great. Most smartphones have built-in editing tools that work perfectly for marketing needs.
Simple edits
Avoid heavy filters that make the photos look unnatural. Instead, focus on the basics:
- Brightness: Lighten up a photo if it looks a bit dark.
- Contrast: Increase contrast slightly to make the colors pop.
- Crop: Crop the image to remove distractions or to focus more closely on the subject. This creates a stronger composition.
Consistency is key
Try to use a consistent editing style across all your photos. If one photo is black and white, one is sepia, and another is highly saturated, your social media feed or website can look disjointed. A cohesive look signals professionalism and brand consistency.
Tell a story
A picture is worth a thousand words, but a caption directs the message. When you post a photo, add a brief caption that explains what is happening and connects it to learning outcomes.
For example, instead of just posting a photo of children playing with sand, write: "Our preschoolers are exploring textures and strengthening fine motor skills with this fun sensory activity!" This helps families understand the educational value behind the play.
Capture the authentic spirit of your program
Taking effective marketing photos is about capturing the authentic, joyful, and nurturing environment of your program. By prioritizing privacy, using good lighting, focusing on candid moments, and showcasing your dedicated staff, you can create a powerful visual story that resonates with families.
These images serve as a window into your world, showing families the care, dedication, and joy that make your childcare program a wonderful place for children to grow.
