Product Photography Pricing (How Much to Charge in 2024)

Product photography pricing is a critical aspect for both photographers and clients alike.

In an era where visual content dominates online platforms, the demand for high-quality product images is higher than ever, because it directly impacts the success of a business.

Think about it: product photographs are often the first visuals potential customers see, and they can seriously make or break a buying decision.

Studies say high-quality product photos can increase conversion rates by a whopping 80%.

However, determining how much to charge for product photography can be challenging, as it depends on various factors such as the type of photography, production and logistical costs, your photographer’s experience, and the client’s budget.

This article is your guide to understanding product photography pricing in 2024. I’ll break down the different factors, explore various pricing structures, and give tips to help you determine your ideal rates.

Remember, you’re not just selling a photo. Your skills empower businesses to connect with their target audience and showcase their products in the best light possible. 

Product Photography Pricing

When it comes to product photography pricing, photographers typically offer several pricing models to accommodate different client needs and budgets.

Some common pricing structures include pricing per image, per hour, or per day, and pricing per product. Each model has its advantages and is suited for different types of projects.

Pricing Per Image

Pricing per image is a popular choice for clients who clearly know how many photos they need and want to pay based on deliverables.

This model is straightforward and transparent; clients know exactly what they’re paying for.

However, photographers need to factor in the time spent on each image, including shooting, editing, and post-processing, to ensure they’re not underpricing their work.

I personally charge per image when the briefing is very specific and there will be a lot of retouching and post-production happening.

Pricing Per Hour

Pricing per hour can be a good option for projects with a lot of unknowns, or where the exact number of images needed is uncertain or likely to change. 

It allows photographers to charge for their time and expertise, regardless of the number of images produced.

However, clients may be hesitant to agree to hourly rates if they’re unsure how long the project will take, leading to negotiation challenges.

I personally am not a big fan of charging per hour, as it can force some clients to try to rush everything, and I would rather have a settled quote and work at ease. But this can work, especially if you are a professional retoucher.

Pricing Per Day

Pricing per day is ideal for full-day or half-day shoots, where the photographer’s time is dedicated to the client’s project for an extended period of time.

This model provides flexibility for both parties, allowing for a focused and efficient workflow.

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However, photographers must ensure their day rates accurately reflect their skills, logistical and production costs, and experience to avoid undervaluing their work.

This is how I charge for most of my shoots, but how much I charge per day depends on how big of a structure the shoot will need.

Every piece of equipment, every assistant, and everything else is charged at my daily rate.

Pricing Per Product

Pricing per product is common in e-commerce photography, where clients may have a large number of products that need to be photographed.

This model often involves tiered pricing based on the number of products, with discounts for larger quantities.

However, photographers need to consider the time and effort required for each product to ensure they’re compensated fairly.

The best pricing structure for you will depend on your experience level, who your ideal clients are, and the types of product photography you specialize in.

Types of Product Photography (+ Prices)

In the world of product photography, there are various types of photography services available, each suited to specific product types and marketing goals.

Here’s a quick breakdown of some common styles, along with some pricing ranges, to give you an idea.

E-commerce Platforms/Amazon Product Photography

E-commerce product images are focused on capturing images that highlight the features and details of products sold online.

This classic and versatile style uses a clean, white background to showcase product details clearly and to ensure a clean and professional look.

E-commerce product photography costs can vary depending on your experience, location, number of products, complexity of the shots, and additional editing requirements.

Lifestyle Product Photography

Lifestyle product photography aims to create images that tell a story and evoke emotions related to the product.

It puts your products in a real-world setting, helping customers envision how they might use them in their daily lives.

This style often involves models using the product, set design, and potentially location scouting, which can increase the cost.

Pricing for lifestyle photography may be higher than other types due to the additional time and resources required to stage and capture the scenes.

Hero Shots

Hero shots are visually stunning, high-quality images designed to grab attention and capture the essence of your product.

They often feature clean backgrounds, strategic lighting, and creative composition to make the product the center of focus.

Think of it like a captivating movie poster that makes you want to see the film.

Hero shots typically fall within the mid-range pricing spectrum, depending on the complexity of the setup.

These images typically make a strong impression and are used for marketing and advertising purposes.

Scale Shots

Scale shots provide a sense of scale for products, especially for items that come in different sizes or dimensions. They are often placed next to a familiar object for reference.

These product images help customers understand the size and proportions of the product, making it easier for them to make purchasing decisions.

Scale shots are generally simpler to produce and may fall within a slightly lower pricing range compared to hero shots. Still, it will depend on factors such as the size and complexity of the products being photographed.

Packaging Shots

Packaging shots focus on highlighting the packaging design and branding of products. These images are essential for conveying the product’s value and attracting customers’ attention on online platforms and in marketing materials.

Packaging shots can showcase the overall design, labeling details, or how the product looks within its packaging. The complexity of the packaging and the number of angles needed will influence the pricing.

Group Shots

Group shots involve photographing multiple products together in a single image, arranged in a visually appealing way.

Group shots can be a great way to showcase product variations or demonstrate how different products complement each other.

The complexity of the arrangement and the number of products will affect the pricing, depending on the number of products and the elaborateness of the setup.

360 Degrees

360-degree product photography allows customers to view a product from all angles, providing a more immersive shopping experience, exploring a product from all angles, like they’re holding it in their own hands!

It’s particularly beneficial for complex products or those where showcasing details from various perspectives is important. 

360° product photography often involves special equipment and expertise, and product photography costs can range from around $150 to $500 per product, depending on the complexity.

Advertising Shots

Advertising shots are specifically designed for use in marketing campaigns, like social media ads, website banners, or printed advertisements. They often feature creative concepts and visual elements to grab the viewer’s attention.

Advertising shots often incorporate lifestyle elements or creative concepts to grab attention and tell a story around the product.

With the additional creative elements involved, the price of advertising shots may be higher than other types due to the level of creativity and expertise required to produce compelling images.

Composite Shots

Composite shots combine multiple photos or elements to create a final image that wouldn’t be possible in a single shot.

These images are often used to showcase products in unique or fantastical settings that would be difficult or impossible to capture in a single shot.

Compositing requires advanced editing skills and specialized software, and the pricing for composited shots may be higher than other types due to the additional time and skill required for editing and post-processing.

This is the time to charge per hour.

Other Factors That Can Influence Product Photography Pricing

While the type of product photography and pricing model are significant factors in determining the cost of product photography, several other factors can also influence pricing.

Understanding these factors can help both photographers and clients negotiate fair and reasonable prices for their projects.

Product Size

The size of the product being photographed can impact pricing in several ways.

Larger products may require more time and effort to set up, transport and photograph, resulting in higher prices. Additionally, larger products may require specialized equipment or studio space, which can incur additional costs for the photographer.

Product Weight

The weight of the product can also affect pricing, especially if the product requires special handling or support during the photo shoot.

Heavy products may require additional equipment or manpower to move and position, leading to higher prices.

Professional photographers need to consider the safety and logistics of working with heavy products, which can impact pricing.

How Much Preparation Your Shots Need

The level of preparation required for the photo shoot can vary depending on factors such as the complexity of the product, the desired look and feel of the images, and any specific client requirements.

Projects that require extensive preparation, such as building sets, styling props, or arranging products, may incur higher costs due to the additional time and resources involved.

Layout

PHOTO: sanketpatil

The product layout and the desired composition of the images can also influence pricing. Projects that require intricate layouts or complex compositions may require more time and effort to execute, resulting in higher prices.

Additionally, photographers may need to consider factors such as lighting, angles, and backgrounds when planning the layout of the images, which can impact product photography costs.

Set Construction

If the photo shoots require building sets or constructing custom backgrounds, this can add to the overall cost of the project.

Set construction involves additional materials, labor, and time, which can increase pricing.

Clients should discuss their set construction needs with the photographer upfront to ensure that pricing accurately reflects the scope of the project.

Image Editing Requirements

Basic adjustments like color correction and cropping are often included in the base price. However, more advanced photo editing needs, like background removal, compositing, or ghost mannequin photography, typically require additional fees.

Discuss your specific editing requirements with the photographer beforehand to avoid any surprises.

Licensing fee

If you need commercial licensing for the product images, allowing you to use them for marketing and promotional purposes for an extended period, this may be factored into the price.

The scope of the licensing agreement (exclusive vs. non-exclusive rights, usage terms) will also influence the cost.

What Other Costs Should You Consider?

When budgeting for product photography, there are several other expenses that both photographers and clients should consider.

Understanding these costs can help ensure that projects are accurately priced and that there are no surprises along the way.

Product Preparation

In some cases, products may require cleaning, prepping, or minor assembly before they are photographed.

While some photographers may include basic product prep in their pricing, extensive cleaning or assembly might incur additional fees. For example, every time we need to create a photo shoot for a vehicle, we need to pay to get it cleaned and polished before the shoot.

Discuss your product prep needs with the client beforehand to avoid any surprises.

Travel and Location Costs

If the photo shoot requires traveling to a client’s location or renting a studio space, these costs must be factored into the overall budget.

Travel expenses can include transportation, lodging, and meals, while studio rental fees may vary depending on the location and amenities provided.

Shipping Costs

If you need to ship the products back to the client, remember to add those shipping costs when budgeting it.

Consider using tracked and insured shipping options for valuable products, especially if they’re fragile or irreplaceable. Think of it as an investment to ensure your products arrive safely.

How Do You Price Yourself as a Product Photographer?

Determining how to price yourself as a product photographer can be a challenging task, especially for freelancers and independent photographers.

However, understanding your value proposition, market demand, and competition can help you establish competitive pricing that reflects your skills and expertise.

Here are some key factors to consider when setting your prices:

Experience Level

This is a major determinant of your pricing. Beginner photographers with limited experience will typically charge less than professional product photography service providers with a proven track record.

As you build your portfolio, gain experience, and expand your client base, you can gradually increase your rates. This approach makes perfect sense, as the value of experience cannot be overstated.

After years of photographing products, you’ll be able to troubleshoot issues in minutes that might take a beginner much longer to figure out. Your experience is invaluable, so be sure to charge accordingly.

Target Market

Consider who your ideal clients are. Are you targeting small businesses, e-commerce startups, or established brands?

The pricing expectations can vary depending on your target clientele. Businesses with larger budgets may be able to afford premium rates for high-end product photography.

Location

Pricing can also vary depending on your geographic location. Photographers in major cities with a high cost of living may command higher rates compared to those in smaller towns.

Overhead Costs

Expenses like equipment rental, photo studio space (if applicable), editing software subscriptions, and marketing costs. Your pricing should ensure you cover all your business expenses and generate a profit. 

Value Delivered

Ultimately, your pricing should reflect the value you deliver to clients. Consider the quality of your work, the turnaround time, your level of creativity and problem-solving skills, and your photography’s overall impact on your client’s brand and sales.

Here’s a suggested pricing structure based on experience level to serve as a starting point (remember, these are just general ranges, and you can adjust them based on your specific circumstances):

For hobbyists and beginners looking to break into the product photography market, pricing can be a bit tricky.

Since you may not have as much experience or a robust portfolio, it’s essential to start by offering competitive rates that reflect your skill level and the quality of your work.

Consider pricing your services lower than those of established professionals to attract clients and build your portfolio.

As you gain experience and expand your portfolio, you can gradually increase your rates to reflect your growing expertise.

$25 – $100 per photo

Amateur photographers who have some experience in product photography but may not yet be considered professionals can also find success in the market.

Pricing for amateur photographers should be based on factors such as the quality of their work, the complexity of the project, and the client’s budget.

Consider offering competitive rates and packages tailored to clients’ needs to attract business and build your reputation in the industry.

$100 – $350 per photo

• Professional Product Photographers

For professional product photographers with a solid portfolio and established client base, pricing can be based on factors such as experience, expertise, and demand for your services.

Consider charging higher rates that reflect the value you bring to clients, such as your technical skills, creative vision, and ability to deliver high-quality images consistently.

You can also offer prices or packages that suit different client needs and budgets, allowing you to attract a diverse range of clients while maximizing your earning potential.

$400+ per photo (or hourly rate)

The Psychology Behind Different Pricing Strategies

Pricing goes beyond just the technical aspects of cost breakdowns. Understanding the psychology behind pricing strategies can help product photographers effectively market their services and attract clients. Here’s a look at the psychology behind different pricing strategies:

Anchoring

Pricing anchoring involves presenting clients with multiple pricing options, with one option serving as an anchor or reference point for comparison. By strategically positioning higher-priced options alongside a desired option, photographers can make the desired option seem more attractive and affordable in comparison.

This can help increase the perceived value of the services offered and encourage clients to choose higher-priced options.

Price-Quality Perception

Value-based pricing involves pricing services based on the perceived value they offer to clients, rather than the cost of production or time spent.

By focusing on the benefits and outcomes clients can expect from the services, photographers can justify higher prices and position themselves as experts in their field.

This approach requires effectively communicating the unique value proposition of the services and demonstrating how they can help clients achieve their goals and objectives.

Charm Pricing

Using specific numbers in pricing can also influence clients’ perceptions of value. Ending your prices in numbers like $97 instead of $100 creates a subtle psychological effect, making the offer seem more affordable and appealing.

Customers tend to focus on the leftmost digit, making a price like $97 feel closer to $90 than $100, even though the difference is minimal.

Additionally, offering pricing options in odd numbers, such as $97 or $149, can make the prices seem more precise and carefully calculated, leading to increased trust and perceived value.

Scarcity and Urgency

Creating a sense of scarcity and urgency can also motivate clients to act quickly and make a purchasing decision.

Limited-time offers, discounts, and promotions can create a sense of urgency, while limited availability or availability on a first-come, first-served basis can create a sense of scarcity.

By emphasizing the limited nature of the offer or service, photographers can encourage clients to take action and book their services before the opportunity is gone.

Conclusion

Product photography plays a crucial role in e-commerce and marketing success. By showcasing your products in a professional and visually appealing way, you can attract customers, increase brand awareness, and ultimately boost sales.

Understanding the different types of product photography, pricing structures, and additional cost factors empowers you to make informed decisions when budgeting for product photography services.

In summary, product photographers should:

1. Consider the Type of Photography: Understand the different types of product photos and their associated pricing structures to offer tailored services that meet clients’ needs.
2. Factor in Additional Costs: Take into account other expenses such as equipment, travel, and post-production when pricing services to ensure profitability and sustainability.
3. Offer Competitive Pricing: Price services competitively based on factors such as experience, expertise, and market demand to attract clients and remain competitive in the industry.
4. Leverage Pricing Psychology: Understand the psychology behind pricing strategies and use techniques such as anchoring, precise numbers, scarcity, and value-based pricing to influence clients’ perceptions and encourage purchasing decisions.

By following these guidelines and continuously refining their product photography pricing strategies based on feedback and market trends, product photographers can position themselves for success in a competitive and dynamic industry.