How To Charge For Even Coverage Photography

by -410 views

How much to charge for photography?

It all depends on what type of photography career you’re planning. Top production, wedding and portrait photographers

frequently charge from £2000/mean solar day upwards.⬆️ Prices for established, high-end photographers are even higher than this.

Keep reading for more details on which photography careers tin can exist the most lucrative and become vital experience tips on running a successful photography business.

Photography pricing

As someone who’due south done it for over 20 years, trust me when I say running a successful photography business organization requires more than just talent. It requires hard work, dedication and business savvy.

Knowing how much to charge for photography is just one of the hurdles you’ll accept to overcome if you want to make it, but it can be challenging (especially for photographers just starting out) so I’ve outlined some of import points to help guide you.

Pricing your photography is covered in much more than depth in our Business department, where you’ll observe in-depth classes on how to run a successful photography business, along with advice on how to market your business organisation, grow your studio and develop of import skills to maximise your success.

How to make coin as a photographer

“How much should I charge for my photos?” is a common question I go asked and information technology’s non without skilful reason.

Pricing your piece of work can be challenging. It requires finding a residual — yous don’t want to under-toll your work (you might end up making a loss or being perceived as depression quality), only you also don’t desire to over-accuse as this could easily lead to clients going elsewhere.

Professional person photographers can be grouped into two categories: commercial and social photographers. Depending on which one of these categories yous fall into, the way y’all construction your pricing may vary. A commercial production photographer, for instance, may get fewer jobs per twelvemonth and therefore charge more than, say, a social portrait lensman. Commercial photographers may also require more than equipment than social photographers, but they may travel less.

What is commercial photography?

Commercial photographers, such as myself, take photos purely for commercial purposes; we deal with business organisation to business relationships and don’t generally practice work for individuals. Commercial photography covers everything from mode photography to product photography and is used for advertising purposes, editorials, yearly reports etc.

Commercial photographers generally charge day (or half 24-hour interval) rates or per project.

Man smiling portrait for commercial photography. By Karl Taylor

An case of commercial work done for a client.

What is social photography?

Different commercial photographers, social photographers bargain with business concern to consumer relationships. This ways they work directly with individuals and the general public. Social photography includes things similar weddings, events, portraits, family or couples photography.

Some social photographers charge per hour, but twenty-four hour period rates or project rates are also common. Up-selling is a big office of social photographer’s work. They rely on additional income from selling extra prints, frames, albums etc.

Due to the nature of photography, each photographer will have their own needs (equipment, studio space, travel expenses etc) and the costs associated with those needs volition vary. This is office of the reason why so many people observe it difficult to price their work — there’s no easy, straightforward answer. It requires a tailored approach for each photographer.

Family photo shoot example

Family portraits form part of social photography, besides as children and couples.

The secrets to running a thriving photography business


We teach everything you demand to know to accept your photography business to the adjacent level – from marketing strategies and helpful contract advice, expanding your equipment and studio and useful business downloads.

Photography pricing guide

Regardless of whether yous’re a commercial or social lensman, your aim, every bit a business owner, should be the same — to make a turn a profit.

This may audio obvious, only this is where many photographers fall short. Too often they think the merely affair they need is skill, simply in reality good business sense is equally (if not more) of import.

Put but, to work out your pricing yous need to consider how much you’d like to brand per year and then factor in how much piece of work y’all’re willing/able to practice in that year. The bones formula below provides a farther guideline for calculating your pricing.

Business costs (including exterior services) + Your earnings + Profit + Taxes

= Full revenue needed

Business costs

Business concern costs are the costs of running your business. This includes:

  • Wages
  • Studio rent
  • Equipment
  • Annual rates
  • Ad/marketing expenditure
  • Insurance
  • Travel
  • Miscellaneous

To calculate your business costs, endeavor creating a detailed spreadsheet with whatsoever and all costs associated with running your business. This volition provide an accurate account of all the costs. Apply my Gratis photography pricing calculator, input your costs and quickly run into how many hours you need to invoice each calendar week.

See also:

Studio photography – Finding the right studio for you lot

Exterior services

Outside services are services that you don’t provide yourself and can be considered part of your business costs. For instance, retouching, CGI, models, stylists, press etc. Keeping track of all of this can be washed using a job sheet, which is included in our Business section.

Click below to download an example of a photography studio job sheet.

Download photography job sail

Your earnings

This is what you would similar to earn for your work and is very important. This is what volition make the six-day weeks, 12-hour days and day-to-24-hour interval stresses worth it.


Nobody goes into business but to break even. Think well-nigh how much you’d similar to make and attempt add this into the equation.

Remember: turnover is vanity, profit is sanity.


Unfortunately, these need to be accounted for too.

Studio fashion shoot example

When pricing your piece of work information technology’s important to consider your business costs also as your earnings, profit and taxes.

Let’southward consider this example (delight notation the figures supplied are for
example purposes simply):

Business costs:

Your earnings:



Full revenue needed: £150,500

To summate your project pricing, split the total by the number of working weeks in a twelvemonth. If nosotros assume you accept three weeks holiday, that would have you lot to 49 weeks in a year.

£150,500 / 49 = £three,071

This is what you demand to make in sales per calendar week to encompass your costs.

From this signal, y’all would need to consider how many jobs y’all can get per calendar week. A portrait photographer, for example, may have to undertake three or four shoots to embrace this, while a commercial product photographer may simply have to do 1 or two.

Photography pricing guide example

An example of computing the costs of running a photography business.

There are a few things worth noting here. The first is the importance of your personal earnings. Information technology’southward important to include these as this is what makes all your hard work, fourth dimension and sacrifice worth it. This serves equally a sort of motivation, in addition to your turn a profit.

Another matter to mention is debt repayments. Yous’ll see in the example higher up that it’s at naught, however, if you’re only starting your business concern information technology’s likely that you’ll have taken some sort of loan to go you started (as I did when I started my business 20 plus years agone).

Photography pricing computer

For a detailed breakdown of photography pricing, including examples of what I accuse, what other advertising, hymeneals and portrait photographers charge, visit our business department and get to the
Usage Fee Calculator.

The formula above, along with the case, should give you a skilful idea of how to start computing your pricing. If you’re still not sure, information technology’south also worth because what your competitors are charging every bit this should give you an idea of whether you’re over or under-charging (but proceed in listen their costs may be dissimilar to yours).

Your level of experience is also something to think about. If y’all’re an experienced photographer, yous may be able to accuse college prices than someone just starting out. Chances are you lot’ll have more equipment, perhaps a studio of your own, an assistant, not to mention greater knowledge, all of which clients will (generally) be willing to pay for.

Studio portrait using umbrellas


Pricing Calculator

A quick & easy way to summate your costs

This free pricing estimator offers a simple way to full your monthly costs by calculating how many hours you’ll need to piece of work per week to embrace your expenses.

Studio portrait shoot example

Your skill level is another gene worth because when calculating pricing as greater experience will often allow for higher rates.

Pricing plans

One time you’ve adamant how much y’all should exist charging, you need to think about how you’ll nowadays that to the client.

The most common method amongst professional photographers is to accuse a day charge per unit, but there are a few other options.

24-hour interval rate:
Day rates, or half-day rates, are the preferred method of charging for many professional photographers, including myself. A mean solar day charge per unit covers the price of your fourth dimension for that day’s (or one-half twenty-four hours’s) work; however, it does non account for additional costs such as assistant fees, additional images, mail production time, usage fees or other services.

Per task:

Suitable for larger projects, quoting per job takes into consideration how many hours or days it will have to consummate the chore and includes any boosted costs that may exist incurred. This allows you to put frontward one fixed price for the overall chore.


This method of pricing is more common among student or amateur photographers, though some portrait and effect photographers may also charge per hour. Charging for your time per hr, photographers generally add the additional costs separately afterwards.

Per epitome:

This is commonly used when shooting things like pack shots and charges per film. For case, a product photographer may charge £5 an image for 100 images or £2 for 500.

Usage fees:

Usage fees, also known as licensing fees, are what a client pays to use your image and they’re based on the corporeality of employ or exposure an image is going to get and how long the images are going to be used for. Usage fees are usually simply applicable for bigger jobs as calculation them to piece of work done for smaller clients will simply create confusion and it isn’t normally worth the hassle.

See likewise:

Invoice case (Download)

Studio portrait shoot example

Day rates are a mutual pricing method among professional photographers.

What do professional photographers charge

As I mentioned before, when working out your pricing it’s worth taking the time to find out what other photographers are charging. Notwithstanding, you need to exist realistic with this. Keep in mind their location, specialisation and level of experience as these will all have an impact on their pricing.

Below I’ve outlined some full general rates for professional photographers:

Production lensman (commercial – mean solar day rate):
Elevation product photographers can accuse upwards to £3000 a day. Prices for high-end product photographers, such as
Jonathan Knowles
Peter Lippmann, are usually even college than this and will have additional usage fees applied.

Hymeneals photographer (social – package prices):
High-quality wedding photographers can price up to £2000 per day with accolade winning wedding photographers charging up to £5000.

Portrait photographer (social – hourly rates):
Portrait photographers can charge up to £2000 and the top portrait photographers, such as celebrity photographers, tin command fifty-fifty college rates — anywhere up to £8000 a day.

You can find more details well-nigh this, including starting prices and rates for beginners versus experienced photographers, in our Business classes.

Unfortunately there’s no definitive guide when it comes to what to accuse for your work, but the points to a higher place should offer a good starting bespeak.

Studio portrait using umbrellas


Product Photographer Jonathan Knowles

Learn from industry experts

World-famous advertising and product photographer Jonathan Knowles joined Karl in the studio for this incredible live talk evidence.

Studio product shoot example

Professional photographers have different rates, depending on their area of expertise.

Accept the time to go through the costs of running your business and think (objectively) nearly your level of experience and what you have to offer the client. Don’t allow yourself to make the common fault of undervaluing your work or your fourth dimension and make sure to consider all the costs associated with the job.

Information technology’southward besides worth reconsidering your pricing from time to time, and not just to account for inflation. Every bit the years go on, your skills equally a lensman should (hopefully) improve. Every bit your technique improves and your knowledge grows, so you’ll exist able to offer more than to your clients. As photographers, we never know everything and it’s important that we keep learning and improving. Taking the time to invest in yourself as a photographer will pay off in the future and you’ll find your confidence and skills growing.

Remember, if y’all’re looking for means to practice and improve, our classes offer a wide option of topics suitable for whatever skill level. They offer an opportunity to follow along and understand the techniques, which you lot can so put into exercise.

The secrets to running a thriving photography business


Nosotros teach everything you demand to know to take your photography business to the next level – from marketing strategies and helpful contract advice, expanding your equipment and studio and useful business downloads.

© Karl Taylor Educational activity. All rights reserved. No content on this page may be used or shared by third parties.

Recommended Content

Running a successful photography business can be challenging. As much as y’all need to be a talented and passionate photographer, you also need to exist business smart. Nosotros comprehend the necessary skills and important considerations in our Business section to help you on your path to success.

Developing your skills is also important if you want to brand a success of your business organization. To assist with this, visit our Lighting Theory & Equipment department. Hither you’ll find all the essential knowledge you need to have your photography to new heights.



Posted by: