I've checked out the 14 best instant cameras of 2025, and they truly make capturing memories effortless. Models like the Fujifilm Instax Mini 12 and Polaroid Go offer fantastic user-friendly features. They're perfect for parties, travels, or just creative fun. I love how they produce tangible prints in seconds, letting you share your moments instantly. Whether you're a novice or a seasoned photographer, these cameras cater to every skill level. With various designs and colors, you're bound to find one that fits your style. Stick around, and I'll share some tips on choosing the right instant camera for your needs!
Key Takeaways
- Explore the top instant cameras of 2025, highlighting innovative features like versatile shooting modes and instant printing technology for memorable captures.
- Discover models suitable for all ages, from children to adults, emphasizing user-friendly designs that encourage creativity and spontaneity.
- Learn about the pros and cons of popular instant cameras, including print costs and quality variations under different lighting conditions.
- Understand the importance of compatible film types and bulk purchasing options to enhance the overall photography experience and reduce costs.
- Identify ideal use cases for instant cameras, such as casual events, travel, and creative photography, ensuring they meet diverse user needs.
Fujifilm Instax Mini 12 Camera Bundle with Accessories
If you're looking for a fun and engaging way to capture memories, the Fujifilm Instax Mini 12 Camera Bundle is perfect for kids and teens. It comes with 60 sheets of instant film, so you can start snapping right away. The included travel camera case is super handy, protecting the camera while you're on the go. Plus, there's a 64-photo album to keep your pictures safe from dust and damage. I love that it even includes colorful stickers—what a great way to personalize your photos! While the image quality isn't quite digital, the nostalgic vibe is unbeatable. This bundle makes an awesome gift for birthdays or holidays, and I've heard nothing but positive feedback from kids aged 6 to 14.
Best For: Kids and teens looking for a fun and engaging way to capture memories through instant photography.
Pros:
- Includes 60 sheets of instant film for immediate use, allowing for instant photo creation.
- Comes with a protective travel case and a 64-photo album to keep memories safe and organized.
- Colorful stickers included to personalize photos, enhancing the creative experience.
Cons:
- Image quality may not match digital photos, which could be a drawback for some users.
- Minor design issues with the camera case that can be easily fixed with velcro.
- Extra film may be needed for continued use, which is an additional cost to consider.
Fujifilm INSTAX Wide 400 Instant Camera – Sage Green
The Fujifilm INSTAX Wide 400 Instant Camera in Sage Green stands out as the perfect choice for casual photographers seeking an easy-to-use device that captures vibrant memories. I love how it offers automatic exposure and three focus modes, making it simple to snap beautiful pictures, whether I'm shooting landscapes or close-ups. The self-timer with an LED countdown adds a fun twist for group shots, too. Although the flash isn't super bright, it works well in close-up settings. The design is sleek and durable, with a handy shoulder strap and angle adjustment accessory included. Just keep in mind that good lighting is key to avoid dim photos. Overall, it's a fantastic option for capturing life's moments without the fuss!
Best For: Casual photographers of all ages looking for an easy-to-use instant camera that captures vibrant memories.
Pros:
- Automatic exposure and three focus modes allow for versatile photography.
- Durable design with included accessories enhances user experience.
- Self-timer with LED countdown is perfect for group shots.
Cons:
- Flash may not be bright enough for all lighting conditions, potentially leading to dim photos.
- Some users have reported malfunctioning units and complications with returns.
- Requires good lighting for optimal photo quality, which may limit usage in certain environments.
Fujifilm Instax Mini 12 Instant Camera – Mint Green
For anyone looking to capture spontaneous moments with style, the Fujifilm Instax Mini 12 Instant Camera in mint green is a fantastic choice. I love its compact design and the easy twist lens that makes it simple to operate. The built-in selfie mirror and close-up mode are perfect for those fun group shots. Plus, the automatic exposure and flash control guarantee my photos always come out bright and vibrant. It prints adorable 2" x 3" INSTAX MINI photos in just five seconds, which is perfect for instant gratification. While the film can get pricey, the nostalgia and charm make it worth every penny. Overall, I wholeheartedly recommend this camera for anyone wanting to add a magical touch to their memories.
Best For: Individuals and families looking to capture spontaneous moments with a stylish and user-friendly instant camera.
Pros:
- Cute and stylish design in mint green that appeals to all ages.
- Easy to use with a simple operation, making it perfect for spontaneous events.
- High-quality vintage-style photos that develop quickly, enhancing the fun of instant photography.
Cons:
- Film costs can add up, making it an expensive option for frequent use.
- Occasional shutter issues reported, though often resolved by changing the film.
- Photos may appear slightly dark in low-light conditions, despite good flash performance.
Polaroid Go Generation 2 Mini Instant Camera + Film Bundle
Looking for a fun and portable way to capture memories? The Polaroid Go Generation 2 Mini Instant Camera + Film Bundle is just what you need! This compact camera comes with a double pack of GO color film, allowing you to snap 16 photos in a playful new format. I love that it's made with 30% recycled materials and charges easily via USB-C. With a self-timer and selfie mirror, taking portraits is a breeze. While users rave about its ease of use and retro charm, some have experienced photo quality issues like blurriness and underexposure. Despite these concerns, the Polaroid Go is perfect for capturing spontaneous moments at parties or holidays. Just keep an eye on that film cost!
Best For: Young photographers and those looking for a compact, fun camera to capture spontaneous moments at parties and holidays.
Pros:
- User-friendly, point-and-shoot functionality makes it easy for anyone to use.
- Compact and portable design, ideal for on-the-go photography.
- Creative features like a self-timer and selfie mirror enhance the experience.
Cons:
- Users have reported issues with photo quality, including blurriness and exposure problems.
- Film can be expensive and is consumed quickly, leading to higher ongoing costs.
- Some users experienced problems with camera electronics and construction quality.
FUJIFILM Instax Square SQ1 Instant Camera – Chalk White
Capturing memories on the go becomes effortless with the FUJIFILM Instax Square SQ1 Instant Camera in Chalk White. Its sleek design and textured grip make it comfortable to hold, while the square prints—1.5 times larger than mini prints—add a nostalgic touch to my photos. I love the auto-exposure feature, which delivers bright images even in varying light conditions, and the one-touch selfie mode is perfect for spontaneous moments. However, I've noticed that nighttime photography can be tricky, as quality dips in low light. Overall, it's a fun and stylish instant camera that really stands out, making it a great gift or personal keepsake. Just keep in mind the lighting for the best results!
Best For: Those who enjoy instant photography and want a stylish, easy-to-use camera for capturing memories on the go.
Pros:
- Auto-exposure feature ensures bright images in various lighting conditions.
- Sleek design with a comfortable grip makes it easy to handle and aesthetically pleasing.
- One-touch selfie mode allows for spontaneous and fun self-portraits.
Cons:
- Nighttime photography may result in lower quality images due to lighting limitations.
- Some users report issues with photo darkness in bright conditions or flash overexposure outdoors.
- Mixed feedback on durability, with some experiencing malfunctions after limited use.
Fujifilm Instax Mini 99 Instant Film Camera
The Fujifilm Instax Mini 99 Instant Film Camera stands out as an excellent choice for photography enthusiasts who appreciate versatility and customization. With five shooting modes, including Sports and Double Exposure, I can tailor my shots to any situation. The built-in flash and automatic exposure help me capture ideal photos, while the adjustable lens lets me focus at various distances. However, I found the learning curve a bit steep, especially with exposure settings. It took some experimentation to get the hang of it. Despite its challenges, the sleek matte black design is appealing, and it's a fun device for social events. Just be aware of the initial costs per photo, which can add up quickly.
Best For: Photography enthusiasts who enjoy experimenting with settings and appreciate a customizable instant camera experience.
Pros:
- Versatile shooting modes allow for tailored photography in various situations, including sports and creative double exposure.
- Sleek matte black design adds an aesthetic appeal and lightweight feel, making it a stylish choice for events.
- Built-in flash and automatic exposure facilitate capturing ideal photos, enhancing usability in different lighting conditions.
Cons:
- Steep learning curve for beginners, particularly with exposure settings, which may lead to frustration and wasted film.
- Initial costs per photo can be high, around $0.70, making it expensive for those still learning.
- Limited color options in design may not appeal to users looking for more variety in aesthetics.
KODAK Printomatic Instant Print Digital Camera
For anyone seeking a fun and playful instant camera experience, the KODAK Printomatic Instant Print Digital Camera stands out as a top choice. It features a 5MP sensor and a wide-angle lens, allowing you to capture vibrant moments effortlessly. The compact design comes in bold colors, making it stylish and portable. You simply point, shoot, and print on Zink sticky-back paper—no ink required!
However, be mindful that it takes about 45 seconds to print, which can lead to some confusion. While the prints have a nostalgic charm, the quality can vary, especially in low light. Still, it's perfect for casual events and sharing memories with friends. Overall, it's a solid pick for those looking to have some instant fun!
Best For: Casual users looking for a fun and easy way to capture and print memories at parties and gatherings.
Pros:
- Compact and stylish design available in bold colors, making it portable for travel.
- Instant printing on Zink sticky-back photo paper without the need for ink or film.
- Durable prints that are water-resistant, tear-resistant, and smudge-free.
Cons:
- Print quality can be inconsistent, particularly in low light or with flash.
- Delayed printing time of approximately 45 seconds, which may cause confusion for users.
- Limited number of included photo papers may leave users wanting more for extended use.
Fujifilm Instax Mini 40 Instant Camera
With its classic design and user-friendly features, the Fujifilm Instax Mini 40 Instant Camera is perfect for anyone looking to add a touch of nostalgia to their photography. I love how its deluxe look, complete with premium silver accents, gives it a vintage vibe while remaining compact and lightweight. The built-in automatic exposure guarantees my pictures turn out great, and the one-touch selfie mode with a mirror makes capturing those spontaneous moments a breeze. While the image quality is good for an instant camera, I've noticed it can occasionally suffer from overexposure. Despite the cost of INSTAX film, I find the fun and creativity it brings to special occasions is well worth it!
Best For: Those seeking a fun, retro-style instant camera for casual photography and special occasions.
Pros:
- Classic and stylish design with premium silver accents.
- Easy to use with built-in automatic exposure and one-touch selfie mode.
- Produces tangible, credit card-sized photos that are great for sharing and keepsakes.
Cons:
- Image quality may suffer from overexposure in certain conditions.
- Struggles in cold weather, affecting performance.
- High cost of INSTAX film can limit usage for some users.
Fujifilm Instax Mini EVO Instant Camera
Capturing memories on the go is a breeze with the Fujifilm Instax Mini EVO Instant Camera, making it perfect for anyone who loves instant photography combined with digital flexibility. This hybrid camera offers 100 creative expression options with its 10 lens and 10 film effect choices. I love the built-in selfie mirror and dual shutter buttons that make photography intuitive, whether I'm shooting portraits or landscapes. Plus, the LCD screen allows me to preview and edit my photos before printing high-quality 2" x 3" INSTAX images. I can even connect it to my smartphone via Bluetooth for remote shooting. While the photo quality is average, the nostalgic feel of instant prints keeps me coming back for more fun moments!
Best For: Those who enjoy blending digital photography with the nostalgic charm of instant prints.
Pros:
- User-friendly design with intuitive features like a built-in selfie mirror and dual shutter buttons.
- Offers a variety of creative expression options through multiple lens and film effects.
- Bluetooth connectivity allows for easy remote shooting and printing from smartphones.
Cons:
- Photo quality is average, especially in bright outdoor settings.
- Limited editing options available on the LCD screen.
- Print costs can accumulate, making it a potentially expensive hobby over time.
Instant Camera for Kids with Dual Selfie and 1080P Videos
The Instant Camera for Kids shines as the perfect choice for young photographers enthusiastic to explore their creativity. With its dual cameras, kids can snap selfies and capture their surroundings effortlessly. I love that it prints black-and-white photos in just one second, while color images are saved on a 32GB SD card. The included 20 frames and 7 filters spark imagination, and the 1080P video recording lets kids document their adventures too. Designed with durable, non-toxic materials, it withstands rough play, making it ideal for little hands. Plus, the user-friendly interface guarantees even the youngest can operate it easily. This camera is a fantastic gift that encourages creativity and provides endless fun without the distraction of smartphones!
Best For: Young photographers aged 3-12 who are eager to explore their creativity and capture memories.
Pros:
- Durable and lightweight design makes it perfect for kids, ensuring it can withstand rough handling.
- Instant print capability allows kids to see their photos immediately, enhancing the fun of photography.
- Includes creative features such as filters, frames, and an MP3 player, promoting imaginative play and entertainment.
Cons:
- Black-and-white printing may not appeal to all children who prefer color images.
- Limited battery life of 4-5 hours may require frequent recharging during extended play sessions.
- Requires refill paper for printing, which may incur additional costs over time.
Polaroid Now 2nd Generation I-Type Instant Camera Bundle
For anyone seeking a blend of nostalgia and modern convenience, the Polaroid Now 2nd Generation I-Type Instant Camera Bundle is an excellent choice. This stylish black camera, made with 40% recycled materials, feels great in hand and weighs just 15.7 ounces. It features a dual lens autofocus system and an accurate flash, ensuring you capture moments beautifully. I love the self-timer and Double Exposure mode, which add a creative twist to my photos. Plus, it comes with a USB-C charging option, making it easy to power up anywhere. While some users report mixed results in image quality, I find that good lighting makes a significant difference. Overall, it's a fun and easy way to capture memories that you can hold in your hands.
Best For: Those who appreciate a nostalgic instant photography experience while enjoying modern features in a compact and stylish camera.
Pros:
- Made with 40% recycled materials, promoting sustainability.
- User-friendly features like self-timer and Double Exposure mode enhance creativity.
- Lightweight design makes it easy to carry around for spontaneous moments.
Cons:
- Mixed feedback on image quality, with some photos appearing dark and fuzzy.
- Requires good lighting to achieve optimal results, which may be limiting in certain environments.
- Film costs around $16.99, adding to the overall expense of usage.
Fujifilm Instax Mini 12 Instant Camera Bundle
If you're on the lookout for a playful and user-friendly instant camera, the Fujifilm Instax Mini 12 Instant Camera Bundle is tailor-made for you. This mint green bundle comes with the camera, 40 sheets of film, a carrying case, and a Quicksand Beads Photo Album. Weighing next to nothing, it's incredibly easy to carry around. The Fujinon 60mm lens captures vibrant images, and the built-in flash guarantees great photos in various lighting. Plus, the automatic exposure makes it a breeze to use! While the cost of film can add up, the joy of instant prints makes it worthwhile. With its fun design and ease of use, it's perfect for kids and teens who love snapping memories on the go!
Best For: The Fujifilm Instax Mini 12 Instant Camera Bundle is best for kids and teens who enjoy capturing and sharing memories instantly.
Pros:
- Lightweight and compact design makes it easy to carry around, perfect for on-the-go photography.
- User-friendly features such as automatic exposure and built-in flash simplify the shooting process for all ages.
- Includes 40 sheets of film and a photo album, providing immediate fun and organization for your instant prints.
Cons:
- Film costs can add up, making it less economical for frequent users.
- Plastic build may not appeal to everyone, as some may prefer a more premium feel.
- Low light performance can be challenging, typical of instant cameras, affecting image quality in darker settings.
Fujifilm Instax Mini 11 Instant Camera Bundle
Looking for the perfect instant camera for capturing life's spontaneous moments? The Fujifilm Instax Mini 11 Instant Camera Bundle might just be what you need. With its adorable blush pink color, this camera features a Fujinon 60mm f/12.7 lens, auto exposure, and built-in flash, ensuring high-quality instant prints that are sure to impress. The bundle comes with 40 sheets of instant film, a stylish carrying case, a quicksand beads photo album, and fun decorative stickers to personalize your photos. I love how easy it is to use, making it perfect for all ages at gatherings. The vibrant prints, although a bit smaller than traditional Polaroids, deliver a delightful experience. Overall, this bundle offers great value for anyone looking to capture moments on the go!
Best For: Those seeking a fun, user-friendly instant camera for capturing memories at events and gatherings, especially families and kids.
Pros:
- Easy to use with straightforward controls, suitable for all ages.
- Comes with a complete bundle, including film, carrying case, and personalized stickers.
- Delivers vibrant and clear instant prints, enhancing the photo experience.
Cons:
- Print sizes are smaller compared to traditional Polaroids.
- Some users report occasional fuzziness in print quality.
- Using the camera with the carrying case may be less convenient for some.
Fujifilm Instax Mini 40 Instant Camera Bundle
The Fujifilm Instax Mini 40 Instant Camera Bundle stands out as the perfect choice for anyone who values a blend of nostalgia and modern convenience. I love the vintage black design, which adds a stylish touch to any event. This bundle includes 40 sheets of Fujifilm instant film, a chic carrying case, and a black photo album to keep memories safe. The camera's optical viewfinder and auto exposure make capturing moments effortless. I've found that the print speed is impressive, though I recommend using a phone flash in low-light situations for better results. It's compact, lightweight, and perfect for parties. Overall, this bundle offers fantastic value and makes a great gift for anyone new to instant photography!
Best For: Anyone looking for a stylish and user-friendly instant camera to capture memories at events and gatherings.
Pros:
- Vintage design that adds a stylish touch to any occasion.
- Quick photo development time, ideal for capturing spontaneous moments.
- Includes essential accessories like film, a carrying case, and a photo album for added value.
Cons:
- Picture quality can vary, with some images appearing darker, especially from a distance.
- Film can be costly, which may deter some users from frequent use.
- Low-light performance may require additional lighting, such as a phone flash, for optimal results.
Factors to Consider When Choosing Instant Cameras
When I think about choosing an instant camera, several key factors come to mind. I consider print quality, camera design, and how easy it is to use, along with the cost and availability of film. Battery life and performance also play a big role in my decision-making process.
Print Quality Comparison
Choosing an instant camera means considering several factors that impact print quality. One of the first things I noticed is that instant prints often have a nostalgic look, which can vary greatly in color vibrancy and clarity depending on the model and film type. The print size is another important aspect; you can find options as small as credit card-sized (about 2" x 3") or larger square formats, which can change how your images are displayed and appreciated.
I've found that lighting conditions play a vital role as well. Many instant cameras perform their best in bright environments, while low-light situations can lead to darker, less detailed photos. The type of film you choose also affects the quality—some films offer greater saturation and detail, enhancing the overall aesthetic.
While I love the charm of instant prints, I've noticed they often lack the sharpness and clarity of digital photos. If photo quality is your top priority, this is definitely something to keep in mind when making your decision.
Camera Design and Portability
After considering print quality, another key aspect I focus on is the design and portability of instant cameras. I love how many of these cameras are crafted with compactness and lightweight materials. This makes them incredibly easy to carry, allowing me to seize spontaneous photography opportunities without any hassle.
The playful and stylish aesthetics of instant cameras also catch my eye. They appeal to a wide range of age groups, making them perfect gifts or personal accessories. Plus, the ergonomic designs often include comfortable grips and intuitive controls, so anyone can pick one up and start snapping pictures effortlessly.
Portability is essential for me, and I appreciate how many instant cameras fit comfortably in bags or even pockets, making on-the-go photography a breeze. Some models even come with extra accessories like carrying cases and straps. Not only do these enhance the visual appeal, but they also provide added protection during transport. All these factors make choosing the right instant camera an exciting adventure, ensuring that I can capture life's precious moments wherever I go!
Film Cost and Availability
Maneuvering the landscape of instant cameras wouldn't be complete without considering the cost and availability of film. As someone who loves capturing spontaneous moments, I've found that the price of instant film can really add up. You'll often pay between $0.70 and $1.50 per print, which can become quite expensive if you shoot frequently.
It's also important to note that some instant cameras require specific film formats that might not be as readily available in stores. This lack of accessibility can be frustrating, especially when you're enthusiastic to snap a shot. To make things easier, I recommend purchasing film in bulk or twin packs. This not only reduces costs but guarantees you won't run out when you need it most.
Keep in mind that some cameras have limitations on compatible film types, so doing your research beforehand is essential. Finally, the quality of the film can affect your overall experience; different films yield varying results in color vibrancy and clarity. Balancing these factors can enhance your instant photography experience and help you capture memories in the best way possible.
User-Friendly Features
When considering the right instant camera for your needs, user-friendly features can make all the difference in your photography experience. I always look for cameras with automatic exposure and flash control because they help capture well-lit images without any fuss. This means I can focus more on snapping the perfect moment rather than fiddling with settings.
A built-in selfie mirror and a one-touch selfie mode are essential for capturing those fun self-portraits, especially in social settings. I love how versatile this makes the camera. Additionally, I prefer compact and lightweight designs, as they're perfect for spontaneous outings and easy to carry around.
Simple point-and-shoot functionality is another feature I appreciate. It allows users of all ages, including kids and grandparents, to snap photos without worrying about complicated controls. Finally, I always consider the inclusion of user-friendly accessories, like carrying cases and photo albums. These little extras can enhance my overall experience and make storing my memories more convenient. By focusing on these features, I guarantee I choose an instant camera that's enjoyable and accessible for everyone.
Battery Life and Performance
Battery life and performance are vital factors to take into account in choosing an instant camera, especially if you want to capture memories without interruptions. I've found that battery life can vary widely among models. Some cameras allow you to shoot multiple film packs on a single charge, while others might need a recharge after just a few pictures. It's essential to think about how you'll be using the camera. If you plan on taking it to a party or an outdoor event, frequent charging might not be an option.
Many instant cameras use standard battery types like AA or CR2, but I prefer those with rechargeable lithium-ion batteries for convenience and long-term savings. Weak batteries can affect performance, leading to inconsistent flash operation and slower printing times, which can be frustrating when you're trying to capture that perfect moment.
Before making a decision, I recommend checking user reviews on battery longevity and reliability. This feedback can give you insights into how the camera performs over time and help guarantee you have a satisfying experience. After all, the last thing you want is to miss a special moment because of a dead battery!
Target Audience Suitability
Choosing the right instant camera hinges on understanding your target audience. If you're picking a camera for kids or teens, consider their age range and interests. Some models are designed specifically for younger users, featuring simpler operations and fun accessories that make photography engaging.
Look for built-in features like selfie mirrors and playful filters. These can spark creativity and make the camera more appealing to younger photographers enthusiastic to express themselves. Portability is another vital factor; lightweight designs guarantee that kids can easily bring their cameras on outings, making spontaneous memories a breeze.
Additionally, think about extra accessories like carrying cases and photo albums. These additions enhance the overall experience, especially if you're gifting the camera to a younger user. Finally, don't overlook the cost and availability of film. Frequent users, particularly kids, benefit from budget-friendly options that encourage regular use without breaking the bank.
Frequently Asked Questions
What Is the Average Cost of Instant Camera Film?
When I look into the cost of instant camera film, I usually find that it ranges from about $10 to $20 for a pack of 10 to 20 shots, depending on the brand and type. I love using instant film because it adds a special touch to my photos, but it can get pricey if I'm not careful. I always keep an eye out for deals to keep my memories affordable!
How Long Do Instant Camera Prints Typically Last?
I remember snapping a photo at a family gathering, and I was curious about how long that instant print would last. Typically, instant camera prints can last anywhere from 20 to 30 years when stored properly. I've found that keeping them away from direct sunlight and moisture really helps preserve their quality. So, if you cherish those memories, just handle them with care, and they'll stick around for years to come!
Can Instant Cameras Take Photos in Low Light?
I've found that instant cameras can struggle a bit in low light. While some models come with built-in flash, they often need extra light to capture clear images. I've tried taking photos during sunset, and they sometimes turned out grainy or too dark. If you're planning to shoot in dim settings, I'd recommend looking for a camera with better low-light capabilities or bringing along an additional light source for the best results.
What Are the Best Storage Options for Instant Film?
When I think about the best storage options for instant film, I always recommend keeping it in a cool, dry place. I've found that storing it in a protective case or even a ziplock bag helps prevent exposure to light and humidity. I also like to keep my film in its original packaging until I'm ready to use it. This way, I guarantee my memories stay vibrant and last longer!
Are Instant Cameras Compatible With Smartphone Apps?
When I first picked up a Polaroid, it felt like unwrapping a gift. Instant cameras often come with smartphone apps, making them even more versatile. These apps let you edit and share your photos right from your phone, blending nostalgia with modern convenience. For instance, I can tweak colors and add filters before printing. So, if you love capturing moments instantly, you'll enjoy the seamless integration with your smartphone!
Conclusion
In closing, picking the right instant camera really comes down to what suits your style and needs. I've found that the joy of capturing moments instantly is unmatched, especially when you can share those tangible memories right away. Whether you lean towards the classic Fujifilm options or the trendy Polaroid models, there's something for everyone. Trust me, once you start snapping, you'll see how these cameras can truly elevate your memory-making adventures!
Courtney brings a flair for design and a passion for visual storytelling to One Bored Mommy. With expertise in graphic design, photography, and multimedia content creation, Courtney enhances the site’s visual appeal and user experience.
