The most common complaint about Instax is not the picture quality — it is the size. Credit card-sized prints are charming in the hand and disappear on a wall. The Instax Square SQ40 fixes that by moving to Fujifilm’s larger square format.
Why square works
The square frame is a natural fit for portraits and groups, and it carries an obvious visual association with vintage instant photography. More importantly, the print is simply bigger: enough to pin on a board, slide into a frame or hand over as a keepsake that does not vanish in a wallet.
Simple to shoot
The SQ40 keeps operation as straightforward as the entry-level Mini cameras. Twist the lens to switch on, twist again for close-up mode, and let automatic exposure handle the flash. There is no learning curve, which is the correct decision for a camera destined for weddings and parties.
The running cost
Square film costs more per shot than Mini and is stocked in fewer shops. That is the trade for the larger print, and it is worth being honest about it before you commit to the format — the camera is a one-off purchase and the film is forever.
Who should buy it
Anyone who has used a Mini camera and wished the prints were bigger, people making photo walls or guest books, and buyers who want a good-looking camera rather than a colourful one. If you want the largest Instax prints of all, step up to the Instax Wide 400.
