Smile Like You Mean It
Walk into the marketing office of nearly any international school, and you’ll find a familiar sight: glossy images of students mid-beam, books in hand, often smiling directly into the camera.
But here’s the thing - many of those smiles don’t look quite right. Luckily, as with many of these things, there is quite literally a science to it. This is always handy when trying to back up an argument.
In the 19th century, neurologist Guillaume Duchenne (yes, I had to look that up!) identified a genuine smile—now known as the Duchenne smile—which involves:
The zygomaticus major (lifting the corners of the mouth)
The orbicularis oculi (crinkling the eyes)
“A genuine smile lives in the eyes; the rest is just performance.”
Why This Matters in Schools
Smiles are reassuring - but staged ones can feel hollow. I spend many hours with marketing executives and teachers desperately trying to make their students grin, smile, laugh and giggle. However, students genuinely engaged in their learning often look serious, thoughtful, and focused. They’re not smiling. And that’s OK. As a parent and marketing photographer, I would much rather see that serious engagement than a superfluous smile. This isn’t reserved for any particular age group either, from KG all the way through to your top years, the same applies.
What Works?
Create a comfortable environment. Students have just been disrupted from their studies and will react in different ways. They need to be at their ease before we can expect groups and individuals to start looking relaxed and yes, begin to smile.
Invite Trusted Teachers
A teacher who knows what makes the students tick instantly puts students at ease. The engagement will be natural, as will the enjoyment (from both sides of the classroom).
Make use of the Soundless Medium
Talk! Photos don’t record sound. Ask about the weekend. Make bad jokes. Laugh.
Ditch the stage direction.
Just Interact!
Teachers don’t need to teach for the camera
Engagement = Expression
A focused brow or moment of teamwork is far more telling than a forced grin.
More Time
Always leave more time than you think you need in a classroom. Different dynamics in the classroom mean different lead times for the smiles and relaxation.
“We don’t need our photos to say ‘this school is full of smiling students.’ We need them to say, this school is alive with purpose.”
Students genuinely engaged and happy in their environment bring genuine smiles
Ready to Take Your Visual Content to the Next Level?
If your school is looking to enhance its marketing strategy with impactful photography and videography, Noodle Photography can help. From capturing authentic moments to producing professional video campaigns, we’re here to bring your vision to life.
Get in touch today to discuss how we can help your school stand out in the ever-changing world of education marketing.
