Pricing poses a significant challenge for photographers, whether you're just starting out or already an established pro. Setting the right pricing strategy is essential for your business, yet there’s no one-size-fits-all solution. Rates can vary widely depending on your location, niche, experience, and the types of clients you serve.
Many photographers start by setting low prices to attract clients—but this often leads to long-term issues. Low pricing sets a precedent that can be hard to break, even as your skills and experience grow. Add to that the lack of standard pricing in the photography industry, and it’s easy to feel uncertain about what your services are truly worth.
It’s not just about charging for your time. When building your pricing framework, you must account for:
Negotiation doesn’t come naturally to everyone, which can make it tempting to offer discounts or second-guess your pricing based on someone else’s website.
To help you build a sustainable pricing model, PPA offers educational videos from successful photographers who have refined their approach.
Pet photographer Arica Dorff shares a simple formula for product pricing that takes the guesswork out of profitability. By dividing total sales (100%) by the percentage of Cost of Goods Sold (COGS), you can determine your ideal markup. Dorff’s approach helps photographers ensure their pricing covers expenses, fair compensation, and taxes—while still delivering value to clients.
Photographer and filmmaker Mike Dawkins breaks down pricing with his “10 Pricing Commandments.” He also introduces a useful framework for understanding your market by dividing potential clients into three categories:
These distinctions help photographers position their services effectively and price accordingly.
As a PPA member, you get access to even more support:
Pricing isn’t just about math—it’s about mindset. The rates you charge reflect the value of your time, talent, and expertise. By setting fair and profitable prices, you ensure the sustainability of your business and help elevate the entire photography profession.