How to price your photography packages

Pricing photography is notoriously difficult. You're selling art, time, skill, and equipment—but clients often only see "photos." Here's how to price profitably while communicating your value.

Understanding photography costs

Before setting prices, calculate your true costs.

Fixed costs (annual)

• Camera bodies: $___ (divide by 3-5 year lifespan)

• Lenses: $___ (divide by 5-7 year lifespan)

• Computer/editing setup: $___

• Software subscriptions: $___

• Insurance: $___

• Website/hosting: $___

• Marketing: $___

• Continuing education: $___

Per-session costs

• Travel/transportation: $___

• Backup/storage: $2-5

• Gallery delivery platform: $5-15

• Props/styling (if applicable): $___

Your time (often undervalued)

For a 1-hour session, actual time includes:

• Client communication: 30 min

• Travel to location: 30-60 min

• Session itself: 60 min

• Culling photos: 30 min

• Editing: 2-4 hours

• Gallery delivery: 15 min

• Total: 5-7 hours for a "1-hour session"

The pricing formula

Session Rate = (Desired Annual Income / Billable Hours) + Costs + Profit Margin

Example:

• Desired annual income: $60,000

• Sessions per year: 100

• Base rate per session: $600

• Add average costs: $50

• Add 20% profit: $130

• Minimum rate: $780 per session

Package structuring strategies

Good-Better-Best model

Offer three tiers to anchor pricing and increase average sale. Portrait example: | Package | Time | Edited Images | Price | |---------|------|---------------|-------| | Essentials | 30 min | 10 images | $350 | | Classic | 60 min | 25 images | $550 | | Signature | 90 min | 40 images | $850 |

Most clients choose the middle option. Make that your target package.

Session fee + prints/products

Separate the session from the products.

• Session fee: $250-500 (covers your time)

• Print collections: Starting at $500

• Digital images: $50-100 each or packages

This model can generate higher per-client revenue but requires strong sales skills.

All-inclusive packages

Everything included for one price.

• Most common for modern photographers

• Clear, simple pricing

• Easier for clients to budget

• Include digitals, print credits, or both

Pricing different photography types

Portrait photography

| Session Type | Duration | Deliverables | Price Range | |--------------|----------|--------------|-------------| | Mini session | 20-30 min | 5-10 images | $200-350 | | Standard | 60 min | 20-30 images | $400-700 | | Extended | 90-120 min | 40-60 images | $600-1200 |

Family photography

| Session Type | Duration | Deliverables | Price Range | |--------------|----------|--------------|-------------| | Quick family | 30 min | 15 images | $300-450 | | Full family | 60 min | 30 images | $500-800 | | Extended family | 90 min | 50 images | $800-1500 |

Wedding photography

| Coverage | Hours | Deliverables | Price Range | |----------|-------|--------------|-------------| | Elopement | 2-4 | 100-200 | $1500-3000 | | Intimate | 4-6 | 300-400 | $3000-5000 | | Full day | 8-10 | 500-700 | $4000-8000 | | Luxury | 10+ | 800+ | $8000-15000+ |

Commercial/brand photography

• Hourly rate: $200-500/hour

• Half-day (4 hours): $800-2000

• Full-day (8 hours): $1500-4000

• Usage licensing: Additional 50-200%

Add-ons that increase revenue

Offer add-ons to customize packages:

• Additional edited images: $25-50 each

• Rush editing (48-72 hours): +$150-300

• Additional location: +$100-200

• Outfit change: +$50-100

• Print collections: $300-1000

• Album design: $500-2000

• Second photographer: $500-1000

• Engagement session: $300-500

How to raise your prices

When to raise:

• You're booking more than 70% of inquiries (you're too cheap)

• You're consistently overbooked

• Your skills/equipment have improved

• Annually, at minimum

How to raise:

Decide new pricing (10-20% increase typical)

Apply immediately to new clients

Honor existing contracts

Announce gracefully (or just update quietly)

Sample announcement: "Beginning [date], my packages will reflect my continued investment in my craft, new equipment, and advanced training. Sessions booked before [date] will honor current pricing."

Handling price objections

"That's more than I expected" "I understand—professional photography is an investment. What you're getting is [X] hours of my expertise, professional editing, and images you'll treasure for a lifetime. I offer [smaller package] if budget is a concern." "My friend paid less" "There's a range in the market. What I offer is [specific value—experience, style, turnaround, etc.]. My clients value [differentiator], and I'd love to show you what makes my work special." "Can you do it cheaper?" "My pricing reflects the quality and experience I provide. I'm happy to customize a package that fits your needs—we could adjust the number of edited images or session length if that helps."

Common pricing mistakes

Pricing based on competition alone: Your value is different

Not including all time: You work way more than "session hours"

Forgetting business costs: Equipment, insurance, taxes

Discounting to fill the calendar: Attracts price shoppers

Undervaluing digital files: They have significant value

No payment plans: Lose clients who need flexibility

Not raising prices: Inflation reduces your income yearly

Payment terms

Best practices:

• Deposit (30-50%) to book

• Balance due before gallery delivery

• For weddings: 30% retainer, 70% due 30 days before

• Offer payment plans for larger packages

• Use automatic payment reminders

The confidence factor

Many photographers struggle with pricing because of confidence issues:

• "I'm not as good as [other photographer]"

• "My market can't afford higher prices"

• "I should be grateful for any booking"

Your work has value. Your time has value. Your creativity has value. Price accordingly, and the right clients will find you.

Charge what you're worth—then continuously work to be worth more.