How much does product photography cost?
I hear some version of this question every day, whether it be on Instagram, Reddit, discovery calls, inquiry emails, you name it! Even if it’s not said out right, whenever a potential client asks “how much” without providing much detail, the implication is clear: You’re just holding a camera and clicking a button—it couldn’t be that hard, so I’m not willing to pay much.
Like cooking, photography is one of those things everyone thinks they could do, if only they had the time, the money, the right equipment, the interest…
And because it’s so easy (their words, not mine), it shouldn’t cost much. Heck, it should be free!
Well, my friends, that’s not exactly how pricing works.
You think you’re paying for a photo. But you’re actually paying for everything, seen and unseen, that went into creating that photo. And just like with cooking, so much goes on behind the scenes that you’re not aware of.
Including all the planning time and hidden expenses, most of my product shoots start around $1,200. And while I realize that would be a lot for some photos. I don’t just take pretty photos, like some other photographer. I use design principles and consumer psychology to strategically create images that convert shoppers into buyers.
Those images are an investment that elevate your brand and get you more of what you want: sales.
So, what really goes into a product photography estimate?
Let’s break it down.
What Goes into a Product Photography Estimate
This isn’t an exhaustive list, by any means. But this does cover the big things you’ll find in practically every photography estimate.
Planning Time
Even when it comes to simpler photoshoots, I never just wing it. I always have a thorough plan in place that covers every facet of the shoot and that’s been approved by the client.
This ensures that the images I’m creating align with your vision, speak to your customers and drive your business closer to its goals.
The planning phase typically takes 2-3 weeks, depending on the complexity of the project. And all those hours get factored into the cost of the shoot.
Equipment
I’ll never poopoo iPhone photography. But just because everyone has a state of the art camera in their pocket these days, they think you don’t need high-end equipment to create high quality photos. And that’s just not true.
Especially in product photography, gear is everything.
The gear in my arsenal consists of:
- DSLR Camera
- Lenses
- Tripods
- C-Stands
- Lighting (softboxes, ring lights, reflectors, etc.)
- Backdrops
- Computer
- External Hard Drives
And sadly, I can’t just buy things once and be set for life. I have to buy new gear every few years as things wear out or break, which means I have to factor the cost into my rate.
Software
In addition to editing software, like Photoshop and CaptureOne, photographers have to pay for planning tools, storage and management software, online proofing galleries, CRM platforms, and even graphic design software.
And these programs can run anywhere between $100 and $700 a year.
Studio Costs
If a photographer shoots in a separate studio space, then they’ll be factoring the studio day rate and any related fees into their price quote.
Even if they shoot out of their home, a studio still costs money. To maintain a studio space, photographers have to factor in rent or mortgage, utilities, insurance, furniture, and maintenance into their product photography cost.
Ingredients and Props
Typically, ingredient and prop costs are billed separately and paid for by the client. But not always. Many photographers have to purchase and maintain a collection of backgrounds, ceramics, and other commonly-used props that get shared across multiple projects.
Travel Fees
If travel is required, then it becomes a line item in the quote. Typically this includes things like flights, car rentals, fuel, hotel and meals.
Misc Business Expenses
It costs money—a lot of money—to run a business. Things like internet fees, website hosting costs, advertising, networking events, accounting fees, and education all get divvied up and factored in to the final product photography cost.
Taxes
This is probably the biggest hidden expense every business owner has. Since the government takes about 30% of everything I bring home, it’s important that I factor that into my overhead costs so I don’t get caught off guard at the end of the year.
Photographer Take-Home Pay
Don’t forget, at the end of the day, the photographer still needs to take home money in order to keep the lights on. So in addition to all the other costs, photographers will factor in the cost of their planning, travel, shooting and editing time. And the more experienced the photographer, the higher the premium you’ll have to pay for their time.
Need professional photography services for your brand?
I have a few more spots in my calendar for this year. Contact me to learn more about how I can help your brand stand out online.
