Photography Pricing
Photographer for hire: Why a professional photographer does it better than your boyfriend.
By BrianX | January 4th, 2005After speaking to a number of semi-pro and professional photographers, it seems that there is growing frustration among them when it comes to photography prices and services. As the number of digital photographers continues to increase, it seems there are a lot of misunderstandings as to what a photographer can do for you.
Hiring a Photographer
Individuals and companies of all types regularly call the photographers listed in the BrianX Professional Photographer Network to inquire about prices and services. Ultimately for many, the choice of whether or not to hire a photographer comes to down price. If they do choose to hire one, they must evaluate the great photos in their online portfolios and decide who they can afford. Since this is the type of thing that is rarely stated, I feel it is time to set the record straight.
Amazed at the Price!
A popular reason for many calls and emails received by photographers is to inquire about basic headshots, event photographers, model portfolio photo shoots and their respective prices. The truth is that the range of photography prices is highly variable and depends on many factors such as location (in studio versus traveling to a location) and length of time needed for a particular session.
Pricing can be as low as $50 up to $500 or higher for a portrait session alone. In my opinion, any photographer selling their services for $50 probably isn’t much of a professional, although that’s not to say that the job cannot be done properly. Still, many people are absolutely amazed at the fees associated with photography so let me explain what is involved in the process.
Your Boyfriend with His $300 Camera is Not a Professional
First of all, a professional photographer is not your boyfriend grabbing a point-and-click camera on the fly. If you want that, simply ask your boyfriend, best friend’s cousin, or grandmother to take your photos and you’re all set.
Second, a photographer’s time and experience are valuable. You’re not simply going to someone’s place of business and asking him/her to “just take a few pictures.” It does not work that way. Even if you only need one shot, it will take time to find the best angle, prepare the lighting, and possibly choose the correct outfit for that one memorable photo. A photographer will give you advice on what to wear, make-up, and so on. They have done this before and guide you as needed. That’s why professional photos look professional and the photos you took using your aunt’s camera with your closet, computer desk, wall, bed, and carpet in the background of a poorly lit photo will not look all that great.
Third, I assure you that professional photography equipment costs a lot more than your best friend’s camera. A high quality camera, specialized lenses, memory cards, digital software, tripods, umbrellas and lighting, and colorful background are professional-grade and are quite expensive. You benefit from the latest professional technology being used in the photographs, and used properly at that.
Next, the time it takes to produce your one headshot is more than the actual sitting session. It involves setting up the equipment in advance, blocking off time for the photo shoot itself, uploading the photos and going through them after the shoot, digital touch-ups to the photos chosen for printing, burning the photos onto CDs, bringing them to the photo lab, returning to the photo lab the next day to pick them up and then waiting for you to pick up your prints or mailing them to you. You may have lots of time on your hands but you should always be aware that photographers are busy running a business.
I think most would agree that that is a lot of work for a small fee, hence the great value you get from working with professional photographers. Moreover, I assure you that one of the biggest pet peeves of all photographers is people who do not show up for the photos and are too inconsiderate to call and let the photographer know that they cannot make it. Photographers don’t get paid in those circumstances (unless a small booking deposit was requested) but still took time to set up the shoot and possibly turned someone else down during that period of time because it was pre-booked.
Finally, a professional photographer does this for a living. If it were that simple, many photographers would not count on gigs to be their livelihood. Again, this is not your father lending you his camera to take a few photos. Photographers take pictures for a living and you must understand that when making inquiries about pricing.
The Cost of Photography Service
Whether you’re a model or actor in need of fresh portraits and portfolio shots, a couple looking for a professional wedding photographer, an event coordinator with a big production coming, there is always one question on your mind: How much?
Can you put a price on lifelong wedding night memories? I’d have to say no (unless you get divorced but that’s a whole other story!). The price of the photos and video might be several thousand dollars but the value is much more since you will get more benefit out of the photos than the paper the photos are printed on will cost.
Let me re-iterate the price versus value issue. The cost of a bottle of water is typically about $1 and its value to you is a dollar because that is what it is worth to you to quench your thirst. If you are walking through the desert, you may be willing to pay a lot more for that bottle of water because its value is now much higher than the cost. How does this relate to photography? Spending a few extra dollars for a photographer who takes an outstanding photo and gets you the acting role of a lifetime is worth more to you than the measly cost of the gig.
You should purchase photography services (and anything else you buy) based on value not price. That thinking can change your life, I assure you.
Stock Photography Pricing
One final point, regarding stock photography pricing. Stock photos are those that photographers amass and sell. It could include a visit to the zoo or photos of an office building. There are many websites now selling stock photos, many for as little as a dollar per photo. There is a lot to be said that goes beyond this article but essentially, keep in mind that when you purchase stock photos, it is also not just a matter buying “some guy’s pictures.” Frequently the photos took hours of the photographer’s time, from set-up to uploading to the stock photo selling website. They should be compensated accordingly.
The Digital Photography Services Price List
It’s impossible for me to tell you what to pay as there are so many different factors involved. A freelance event photographer may charge less than one who has to pay rent for a studio, for example. Most photographers have an established photography price list with varying rates which form the basis of their business. They modify them based on specific needs and ultimately it is up to you to appreciate what they do and pay for services (or not).
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Perfectly written. Thanks.
June 16, 2009 at 5:36 pm
I’m a new photographer, and I’m having a hard time of figuring out how much I should charge for my services. Is there any way, You can take a look at my work, and help me figure out a price? I don’t want to be charging too much or too little.
June 18, 2009 at 2:20 pm
I just opened my photography studio with ladies fashion also. Before I begin any shoot I conduct a small workshop shop on how to pose in front of the camera. I think I have something different to offer by doing this. I am having a hard time setting a fair price as I am much lower than the local fashion photographer. Is there a list of standard photographers prices
Arizona
June 24, 2009 at 2:48 pm
I’m not a photographer. Trying to get a fair listing, of the going rate of a photographer.
At some point in all of business ethics has to be a part of the pricing. “Experience is only learning from your mistakes”. What is it that makes someone a professional in an area that is not licensed nor regulated. Only by the very people that claim the self given title?
July 15, 2009 at 12:55 am
Could you please send me a price list and the standard size photos I could get in a package? I want to compare it with the quotation I got. Thanx.
July 20, 2009 at 3:43 pm
To Mr(s) Dun here above, as a professional photographer myself for over 17 years in the profession. I advise you to read the above text a few times over again and again. It’s WONDERFUL TEXT, believe me!
July 28, 2009 at 10:46 am
Could you please post a price list?
August 17, 2009 at 2:38 pm
This article is a good way to justify high priced photography, but not an actual professional price list - falsely advertising (or, groan, artistic), but well written. I disagree that price dictates value, because there are far too many variables to generalize in such a way.
I know several overpaid pro photographers in addition to several more that are underpaid. I wish your article could have explained how to recognize and select a good photographer that is worth his/her weight in film/bytes. Yes, we all know what a boyfriend with a nice camera is and how nice pictures make us all feel, but defining what a professional photographer is and how to know we’ve gotten our money’s worth would have helped a little more.
Sorry if I seem grumpy - it’s been a long day. I really found the article to be well written. I was looking for photography prices, and I thought from the URL that is what I was getting - I did find the article’s perspective to be interesting.
If anyone is interested in photographers’ pricing, google photography. Local photographers will usually post samples and prices on their website - not all of them, but you’re bound to find a few from the list.
August 29, 2009 at 7:11 am
There’s a difference between being adept as an artist and adept as an entrepreneur. That’s why you find photographers shooting $50 sessions. Best solution is to check their book. If you don’t like what you see, don’t pay it. If you think, “I’d pay $500 for THAT!”…then do it. If you’re happy with what you get, that’s all that counts, right? Plus, you’ve then created an expectation that you want met - it’s concrete and on terms you know they’re capable of achieving. If you’re not sure what qualifies as good… well, aside from an entirely separate problem, you can ask them what makes what they do good. If they can’t explain it to you in terms of what you feel makes sense, then maybe it isn’t a good fit for you… or you’re just stupid… just kidding. :)
Also, look for students, post on Craigslist, and talk to people with pro cameras (you can kinda tell). If they don’t have a portfolio, you don’t need to talk to them. It’s simple, but you can find some great deals. Yeah, maybe not overnight; but if it’s worth waiting for…..
A lot of photographers have it hard. Equipment is ridiculously overpriced. You’re not just paying for their gear, you’re paying for their brainpower and creativity.
Finally, I disagree with the $300 camera comment only because, pretty soon, that boyfriend’s $300 camera is going to smoke pro gear. That’s the nature of technology. Can’t tell you how many people I’ve seen go under because of the D40x: 1/3 of the cost, negligible difference in resolution. Buying a more expensive camera doesn’t always necessitate better equipment… oh, that reminds me, you’re also paying photographers for their research into details like this.
September 5, 2009 at 11:03 am
I found this article to be well written and very true. I answer questions like “why are your fees X?” as often as I get the “So you’re a professional photographer. You shoot weddings?” (No, I don’t shoot weddings). I am going to post a link back to this article on my rates page. It says everything I need to say in a far better way than I can say it! Thank you VERY much!
Michael
http://www.magickmichael.com
September 6, 2009 at 5:25 pm
Wow! What an article that does ALL photographers proud. Thank you for explaining so well the intricate details and hard work we as photographers entail. Working at my BEST to bring the BEST service to all my clients is all I endeavour to achieve. You cannot put a price on quality. The article genuinely explains it in one. Thank you.
September 9, 2009 at 5:33 am
I agree that there is and should be a “perceived value” cost to a photographer’s wares, however, most of the reasons described above for the cost, include the fixed costs of equipment. Any other business amortizes this over time. However, many photographers’ prices for a “package” of prints could easily pay for half the cost of a camera alone. So, it appears at least, that rather than spreading out the cost so that their services are more realistic and affordable, many photographers try and recoup as much as possible as quickly as possible.
And on that note, many photographers just starting out really should examine their pricing structure. For example, we recently had pictures taken. They were VERY well done, but the pricing was astronomical. No matter how good they were, the price kept us from purchasing more than just a couple of prints–hardly enough to justify the time it took the photographer to take them. Additionally, no one else in our family could afford to purchase them either.
So at some point, a photographer reaches a “negative return” on their pricing. It doesn’t matter how fantastic of an artiste you are, if the market doesn’t support your pricing, then you’re overpriced. Just like real estate.
September 9, 2009 at 7:31 am
Dobeman - You make a very good point about the amortization of costs over time. However, what I’ve found is that photographers buy equipment on a regular basis and it’s not cheap. It’s true that as revenue comes in, real businesses will set aside some of that for new purchases but where does it end?
Also, the demand for and amount paid to professional photographers have both decreased so much in recent years (I think moreso than when I wrote the article several years ago), precisely because “everyone” thinks they can do it just as well with a point and shoot camera. That means there’s less income to pay for new equipment (and all of the other costs associated with running a business).
There’s no question that photography services are sensitive to supply and demand market forces but a photographer working in an “average-sized” city will have a hard time making a lot of money even if they deserve to make more with today’s “I can do it just as well” mentality.
Further, I think that most people just want the photos on a CD with a handful of prints at this point. They want to be able to upload them to Facebook and email them to friends and family. Prints aren’t nearly as important as they used to be. As such, photographers make less money from what used to be a major source of income.
Blahberstein - I don’t believe that the tiny lens of a $300 point and shoot camera is going to trump a $1,000+ L-series Canon lens anytime soon.
Several commenters have asked for prices. Here’s a general range as food for thought:
Headshots/Portrait Photos: $100-$800
Some factors that may affect pricing include:
- Prints vs. photos on a CD/DVD
- Purpose (to be used in a magazine, for an acting school application, for advertising, etc)
- Photographer experience (e.g., 2 years vs 20 years)
- Studio location (studio in the photographer’s house vs in an office building/studio building vs on-site at your client’s location)
Wedding Photography: $1,000-$5,000+
This will also depend on the photographer’s experience, the number of photographers present (some pros bring assistants), choice of CD vs prints, and the length of the event.
Fashion Photography: $1,000-$3,000/day
I think that the handful of “big name” photographers who still get extremely well-paid for their work is changing. The same way companies would rather pay $5,000/day to a hot up and coming model rather than $25,000/day to an established model, their pricing for photography has changed as well. I recently spoke to an established New York photographer who used to get $10,000/photoshoot for advertising who can hardly get a paying gig anymore because his clients visit stock photography websites and buy a photo that is similar to what they want for $50.
Product Photography: $1,000-$2,000/day
Photographing people is a completely different animal from shooting products. I know some fantastic product photographers who specialize in just that and barely understand what it takes to photograph a model in a dress.
Event Photography: $1,000-$3,000/event
Corporate events such as organization/association conferences can be profitable for photographers as well. Note that these clients typically ask for DVD with the photos and have little interest in buying prints. With tighter budgets these days, I’d guess that the lowest price will get the gig in most cases.
September 9, 2009 at 8:25 am
Thank you so much for this article! It was very helpful and informative… def. bookmarked it to refer back to.
September 11, 2009 at 9:51 am
Great article. Digital media all faces pressures from amateurs and hobbyists, plus the digital world as a whole is by nature super-saturated. Value added services is what keeps people afloat…
September 29, 2009 at 1:04 pm
Okay, I am looking for construction photography pricing. I spent 3 years, 8780 photos and now the engineers want the pics. $$$$? Someone please help me. This hobby is now a headache. Most of the pricing posted is somewhat helpful. What would YOU charge?
October 2, 2009 at 4:03 pm
I have to disagree with the comment about the $300 comment made above (no offense to Blahberstien). The Nikon D40X isn’t the camera that the D60 is which is still a far cry of the D90 which is not as good as the D200 then the D300 the the D700 and on and on really…
The D40X is a good point and shoot DSLR but even at 10.2 MP can’t hold a candle to the mid level D200 which is also 10.2 MP.
I’ve seen pen cameras with 14 MP but that doesn’t mean that they’re better than the point and shoot that is only 2 MP. The smaller the camera, the smaller the CCD. Packing in more MP with a CCD that is too small only gets you distortion. The D40x is a great camera but it’s not a professional or even prosumer grade camera.
Lastly, I’m guessing that in most cases, those that buy the D40x are using the lens (or lenses) that came with the camera. Most of the lenses I use cost more than the D40x with a lens included. Its all in the physics at this point… better glass, better pics. I don’t care what your ISO rating is on your point and shoot is, you won’t be taking pictures that an 85mm f1.4 can capture when attached to a quality CCD.
I’m not bashing the smaller Nikons here, I’m actually a fan of the d40 and d60 as they enable the average consumer the ability to take a better picture than they could before but there is still a difference, major difference in the equipment and it’s not just the price.
October 5, 2009 at 8:51 pm
I always have my doubts of being a “professional photographer” beacause I have had no schooling for photography. I guess you could say I have the most expensive point and shoot in the world (Canon 20D). I love what I do. I’ve done shoots, corporate events, personal events, etc… have the equipment and just recently got my own studio. BUT just NOW after reading what YOU wrote… I realize I AM A PROFESSIONAL!! Thanks for opening my eyes to that!! You made my day!!!
November 19, 2009 at 12:14 pm