Pricing your photography services can feel like walking a tightrope. Set your prices too low, and you risk burnout and razor-thin margins. If you charge too much, potential clients might walk away before you even have a chance to show your work.
So, how do you land on pricing that feels fair, competitive, and — most importantly — profitable?
This guide will walk you through a practical approach to setting your prices with confidence.
We’ll cover:
- How to calculate your true costs
- The different pricing models photographers use (and how to choose the right one for you)
- How to set profitable prices without losing clients
- Common pricing mistakes to avoid
- And how to raise your prices when the time is right
Let’s take a closer look at how you can price your photography services in a way that supports both your business and your creative life.
How to set pricing for your photography
Contrary to popular belief, pricing isn’t just about picking numbers that “feel right.” It’s a blend of math, strategy, and understanding your value.
Let’s break down the essential steps to help you price your photography services confidently and sustainably without second-guessing yourself or leaving money on the table.
Step #1: Understand your costs
Before you can set your prices, you need a clear picture of what it actually costs to run your photography business. Many photographers skip this step and end up charging rates that don’t even cover their expenses, let alone leave room for profit.
Start by listing out all your costs. These generally fall into two categories – fixed costs and variable costs.
- Fixed costs are expenses that stay the same each month, such as photography gear, software subscriptions, website hosting, insurance, and studio rent.
- Variable costs are the expenses that change depending on how much work you do. These include travel, props, assistants, location fees, and printing.
It’s important to keep in mind that costs aren’t just financial. Your time is also a cost, and it’s one you need to account for.
Let me put it this way: shooting a one-hour session doesn’t mean you’re only working for one hour. You have to make sure you’re adding in time spent developing contracts, preparing, editing, proofing, delivering photos, managing clients, and handling revisions.
Similarly, you shouldn’t forget to build in enough margin to cover sick days, vacations, and slow seasons.
Here are some basic examples of how costs can break down:
- Wedding photographers might have second shooters, venue walkthroughs, and long editing timelines.
- Portrait photographers often spend more time on pre-session consultations and post-session editing.
- Food photographers may need to budget for stylists, props, and studio lighting setups.
- Architecture photographers typically travel more and spend extra time on-site to catch the right light.
Knowing your real costs is the foundation for pricing that actually works.
Step #2: Choose a pricing model
Once you know your costs, the next step is to decide how you’ll charge for your work. Your pricing model shapes the way clients understand your value, and it can influence how often they book you.
Here are the most common pricing models photographers use:
Hourly Rate
You charge based on time spent shooting or working on a project. This works well for event photography or when clients need flexibility. That said, it can underplay the value of your creative skill, especially if you’re fast and efficient.
Packages
Bundling services together (e.g. a 1-hour shoot + 10 edited images + online gallery) offers clarity and predictability for clients. Packages also let you anchor higher-value options alongside basic ones, which can increase your average sale.
Per-Image Pricing
The per-image pricing model is common in commercial, product, or food photography. Clients pay only for the images they use. This model ties your rate to output rather than time, which can be ideal if you’re efficient and produce high-impact visuals.
Session Fee
You charge a base fee for the shoot itself, and then offer products or digital files separately. This model is often used in portrait photography, where upselling prints or albums happens after the session.
Subscription or Membership Models
Clients pay a monthly or annual fee for a set number of sessions or ongoing access to your services. This works well for content creators, influencers, or businesses needing regular photography.
The bottom line is that choosing the right model depends on your niche, workflow, and what makes sense for your clients.
Step #3: Set profitable prices
Knowing your costs and picking a pricing model gets you most of the way there, but your pricing still needs to be profitable. That means covering all your expenses and earning enough to grow, invest back into your business, and pay yourself fairly.
Start by calculating your break-even point. For those unfamiliar, the break-even point is the minimum you need to earn each month to cover your fixed and variable costs.
Once you’ve got that number, set prices that go beyond it to leave room for profit margins. A healthy margin ensures you’re not just getting by but that you’re building a sustainable business.
Next, look at what other photographers in your niche and region are charging. You’re not trying to copy their prices, but it’s useful context. If you’re way below the average, clients might undervalue your work. If you’re significantly above, make sure your portfolio and client experience justify it.
Your experience, demand, and niche also play a role. A seasoned photographer with a strong reputation can charge more than someone just starting out. Niche work (like architectural photography or product photography) might also justify higher pricing due to specialized skills or equipment.
Finally, adjust your pricing based on seasons, demand, and location. For example, wedding photographers often charge more during peak months. A food photographer working in a major city might set higher rates than one in a smaller town.
Keep in mind that pricing isn’t one-and-done. It’s something you’ll revisit regularly as your skills, reputation, and demand evolve.
Common photography pricing mistakes
Even with a solid pricing strategy, it’s easy to fall into traps that eat into your profits. Some of the most common mistakes photographers make have less to do with numbers and more to do with mindset.
Mistake #1: Underpricing to attract more clients
It might seem smart to charge less when you’re trying to build a client base. But consistently low pricing attracts bargain hunters, not loyal clients who value your work. It also sets expectations that are hard to reset later. Underpricing can lead to overbooking, burnout, and barely breaking even.
Mistake #2: Discounting too often
Running promotions or offering deals occasionally can be effective but doing it too often trains clients to wait for the next sale. It also sends the signal that your work isn’t worth full price. If you find yourself constantly discounting, it may be a sign that your pricing (or positioning) needs a closer look.
Mistake #3: Not charging for consultations, travel, or revisions
These extras take time and resources, and they add up fast. If you’re offering pre-shoot calls, driving hours to a location, or spending time on post-delivery edits, that should be reflected in your pricing. You don’t have to itemize every line, but you should account for it in your packages or session fees.
Pricing mistakes usually come from a place of wanting to please clients, but in the long run, they do more harm than good. Respecting your time and skills means setting boundaries in your pricing.
When should you raise your prices?
Raising your prices can feel risky. Staying underpriced is riskier.
If you’re consistently booked out, working overtime, or not seeing growth in your income, it’s probably time to reassess your rates.
So, can photographers raise prices without losing clients?
Yes – and many do. Clients who truly value your work won’t disappear just because your prices go up. In fact, higher prices often attract more serious clients and give you more breathing room to deliver a better experience.
Now you might be wondering: When should you raise your prices?
A few signs to look out for:
- You’re fully booked and turning people away
- Your skills, equipment, or portfolio have improved significantly
- Your costs have gone up
- You’re not hitting your income goals despite steady work
If you’re seeing any of these signs in your business, you can use the following tips to raise prices without losing clients:
- Increase prices gradually. Instead of doubling your rates overnight, raise them in increments. Test new pricing with new clients first.
- Add more value. If you’re nervous about charging more, consider including additional deliverables or an upgraded client experience. Even small changes – like faster turnaround times or more refined edits – can justify a higher price.
- Communicate clearly. Let existing clients know in advance that your rates are changing. A simple message like “Starting [date], my pricing will be updated to better reflect the time, care, and quality I bring to each project. I appreciate your continued support and look forward to working with you.” is often enough.
Raising your prices is a normal part of growth. Done thoughtfully, it helps you attract better clients and build a more sustainable business.
Conclusion
Pricing your photography services isn’t easy but it doesn’t have to feel like guesswork. With a clear understanding of your costs, a pricing model that fits your workflow, and a strategy for staying profitable, you can price with confidence.
To recap:
- Start by breaking down your fixed and variable costs, including your time and non-billable hours.
- Choose a pricing model that aligns with how you work – hourly, per image, packages, or something more recurring.
- Set prices that cover your expenses and leave room for growth.
In addition to this, avoid common mistakes like underpricing or forgetting to charge for the extras. And when it’s time to raise your rates, do it thoughtfully and strategically.
What’s been your experience with pricing or raising your rates? Let’s talk about it. Email us directly – we’d love to hear from you.