Depending on your photography business, there are different ways to structure your pricing. A wedding photographer, a real estate photographer and a commercial photographer all sell very different things, and their price lists look different as a result. Before choosing a structure, it helps to know which type of photography you are pricing.
There are plenty of genres and businesses connected to photography. In this guide we look at events, weddings, portraits, real estate photography, commercial photography, product photography and food photography.
Photography Rates Per Hour at a Glance
Photography rates vary enormously between different services, and high-end photographers charge far more than those who are just starting out. This quick guide shows the average price ranges.
- Event Photography—Rates range between $100-500 per hour.
- Wedding Photography—Rates range between $50-250 per hour. Packages range between $2,000-5,000.
- Portrait Photography—Rates range between $150-350 per hour. Packages range between $250-1,500.
- Real Estate Photography—Listing rates range between $15-500.
- Commercial Photography—Day rates range between $800-5,000. Licensing fees range between $250-10,000.
- Product Photography—Rates vary between $35-175 per image.
- Food Photography—Rates range from $50-500 per project.
Apart from the prices, there are other variables to think about. For instance, the pricing for a group portrait per hour may be different from a portrait photoshoot for one person. And in commercial photography, there are licensing fees to consider apart from your day rate.
The Main Ways to Structure Your Rates
Hourly rate
An hourly rate is the standard for events and is common for portraits. It is easy for clients to understand and easy to extend if the job runs longer. Remember that the hour you charge for has to cover the unpaid hours around it: preparation, travel, editing and delivery. Many photographers set a minimum number of hours for this reason.
Half-day and day rate
Commercial and editorial work is usually quoted as a half-day or full-day rate. A day rate suits jobs where the amount of work is hard to predict by the hour, and it makes clear that the photographer is reserved for that client for the whole day.
Per image or per project
Product, food and real estate photography are often priced per image, per listing or per project. The client knows the total cost in advance, and the photographer is rewarded for working efficiently. For this to work, define the job carefully: how many products, how many angles, what level of retouching and how many rounds of changes are included.
Packages
Weddings and portraits are typically sold as packages. A package combines the coverage time with a set of deliverables, such as a number of edited images, an online gallery, prints or an album. Offering two or three packages at different levels makes the choice simpler for clients and lets them pick according to their budget.
Licensing fees
In commercial photography the client pays not only for your time but also for the right to use the images. A licence defines where the photos may be used, for how long and in which territories. A picture used in a national advertising campaign is worth more to the client than the same picture used on a small company’s website, and the fee reflects that.
Extras to Decide in Advance
- Travel costs and travel time outside your usual area
- Assistant, second photographer, studio or equipment rental
- Rush delivery
- Additional retouching beyond your standard editing
- Deposits, payment terms and cancellation fees
Write these down in your quote or contract, so that neither side is surprised later.
Choosing the Right Structure
There is no single correct model. Choose the structure that matches how your clients think about the job: by the hour for an event, by the package for a wedding, by the image for a catalogue. Whatever you choose, make sure the numbers are built on your own costs and working hours rather than copied from someone else’s price list.
