I will use USD as currency here, but as we know, the prices of everything in photography are almost the same in many countries.
This is a question that comes up all the time, and the reality is—there’s no fixed answer. With the economy, technology, and client needs constantly shifting (especially as the holidays approach), pricing feels like an ever-changing challenge.
Let’s break it down simply to give you a clear idea of what to consider.
To begin with:
If people with basic skills are earning $20 an hour, why should you—a photographer with specialized knowledge and expensive equipment—be making any less than 150% of that? Yet, too often I see photographers offering "$50 for 10 digital images, within 50 miles."
Let’s get serious—that’s not sustainable. You’re driving for an hour, spending at least 30 minutes shooting, then editing each image for 15-30 minutes...all for $50? That’s five hours of work, minimum, for just $10/hour, and that’s before accounting for the cost of your gear. If you’re committed to this profession, you have to start valuing your time and skills appropriately.
Now, let’s consider where most photographers begin: You buy your first camera and a basic lens. What’s next? The learning process. YouTube becomes your best teacher, helping you understand the fundamentals—ISO, aperture, shutter speed, and white balance. But soon you realize, photography isn’t just about mastering the settings; it’s about mastering light. Every decision you make revolves around how you control the light to bring your vision to life.
With that knowledge, you start practicing. You explore different modes—Auto, Aperture Priority, Shutter Priority, and finally, Manual, where you take full control. You’ll shoot your friends, family, pets, or even strangers. Then, you’ll move on to editing.
At this stage, Lightroom becomes your go-to software. Learn the ins and outs, create presets for different lighting scenarios, and streamline your workflow. It’s essential to have a process that helps you edit efficiently without compromising quality.
Next, comes the hustle—marketing yourself. You’ll likely start by doing free sessions for friends and family or by offering your services to acquaintances. Engage with your audience on social media, post your work regularly, and start building your portfolio. The key to success is interacting—like, comment, and make connections with others. Every interaction can be a chance for free marketing.
By this point, you’ve likely put in hours—maybe even weeks—without seeing any income. You’ve invested time, effort, and money into your passion. Let’s say you’ve spent 120 hours and $1200 on gear and learning. The average person working for $20/hour would have earned $2400 by now. You need to recover that investment.
So, let’s talk numbers: Each photoshoot probably takes around eight hours when you include travel, setup, shooting, and editing. To break even with just one shoot a month, you’d need to charge $520. But many photographers undervalue their work, which leads to burnout and financial loss.
How do you maintain profitability? Prints.
Offering prints to clients can make a big difference. One framed photo can significantly increase your revenue. A shoot that starts at $100 can easily grow into a $550 package when you offer prints, digital files, and additional services. Make sure your pricing structure reflects both prints and digital options, so you’re fairly compensated for the time and skill you bring to the table.
At the end of the day, remember this: your talent has value. Charge not only for your skills but for the unique experience and luxury you provide. People will pay for extraordinary work, and your job is to deliver that through your passion and confidence.
Pricing is about more than just making a living—it’s about honoring the time, effort, and passion you put into your craft. If you love what you do and believe in your worth, others will recognize it too.
It may take some time and effort, but you’ll get there.
If you love it, I have faith in you.
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