Photography Pricing Calculator: How Much Should You Charge?

 
FIELD NOTES / THE BUSINESS OF PHOTOGRAPHY / FREE TOOL

Taking great photos is one skill. Knowing what to charge is another.

When someone asks, “How much for a photo shoot?” it's tempting to pick a number that sounds fair. But a two-hour shoot can easily turn into seven hours once you add planning, travel, editing and delivering the photos.

Then there are the bills you pay even when you aren't shooting: software, equipment, your website and insurance. If your prices don't cover those things, you can stay busy without making much money.

I've worked with brands, agencies and individual clients for years. And I've learned that there's no single price that works for every photographer or every job. But you can stop guessing and start with your own numbers.

That's why I made this free photography pricing calculator. It helps you estimate what a job would need to pay to cover your time, your costs and some money left over.

This is a guide, not a promise. The calculator can't tell you what a client will pay or guarantee you'll make a profit. Think of its answer as a starting point. Your skills, your local market, the kind of client and the way the photos will be used all matter.
FREE PHOTOGRAPHY PRICING CALCULATOR

Free Photography Pricing Calculator

Answer a few questions about your business and your next photo shoot. We’ll do the math. The price changes as you type. These are examples, so replace them with your own numbers.

Hourly price goal—Before shoot-specific costs; based on your goals
Price before optional extras—Before extra fees
Estimated job price—A starting point, not a guaranteed price
01 / YOUR BUSINESS

First, what does your business cost?

Enter how much you hope to earn and what you spend to keep your business running. If you are just starting, use the Part-time example below.

New to paid photography? Try one of these examples, then change every number to fit your life. Choosing an example replaces the numbers in the calculator. The page starts with the full-time example already selected.

Full-time example is loaded. Choose Part-time to see the numbers change.

This is the money you want to take home before personal income taxes. Start with a smaller goal if you're working part-time.
Try 20%. Imagine your business brings in $100. After paying yourself and all business costs, your goal is to have $20 left. This is a starting example, not a rule.
Try 60%. If you charge $100 for photos and the time and supplies used to make them cost $40, $60 is left to cover business bills and profit. That's 60%. This is a planning example.
Two ways to think about profit: If you charge $1,000 and it takes $400 of your time and shoot costs to make the photos, $600 is left. That's a 60% gross profit margin—but you still have regular bills. If you pay all your costs, including your own pay, and $200 is left from that $1,000, that's a 20% business profit margin. These numbers are examples, not rules. The calculator checks both targets; it doesn't add them together.

How many hours can you actually charge clients for?

For example, 40 weeks allows time off for school, vacations or other work.
Count the time you spend working on your photography business, not just shooting.
Try 50%. If you work 10 hours, maybe 5 are spent on paid jobs. The rest might be learning, posting photos, answering messages or finding customers.
Estimated paid client hours per year—

Your regular business bills (each month)

Enter the amount you usually spend in ONE month. Leave $0 if you don’t pay for something yet. All five categories match the expense checklist in “The Ultimate List of Photography Business Expenses.”

Camera repairs, memory cards and regular gear costs.
Editing apps, photo galleries and online storage.
Business insurance, space, phone bills and bookkeeping.
Your website, ads, business cards and finding customers.
Classes, training and regular help from other people.
Regular business bills for the year—

Save up for future gear

For example, save a little each year for a camera repair or new computer. Don't count the same expense twice.
AFTER YOU GET YOUR NUMBER

So, is that what you should charge?

Not automatically. The calculator gives you a price based on the costs and goals you entered. It doesn't know what similar photographers charge in your area or what a specific client can afford.

Before you send a quote, look at what the job includes. Ask how many photos the client needs, how soon they need them and where they'll use them. Compare your work with photographers offering a similar service. Then decide on a price you can explain and stand behind.

A few questions you might have

What if photography is just a part-time job for me?

That's fine. Choose the Part-time example in Step 1. Then change the numbers to match your own schedule and costs. You don't need to pretend you're running a full-time studio.

What if the suggested price seems too high?

Check your numbers first. Did you enter too many hours or count an expense twice? Are your income and profit goals realistic for the amount of work you expect to book? You can also offer a smaller shoot, fewer final images or fewer extras. Don't automatically cut your pay just to win the job.

What is a photo usage fee?

It's money a client may pay for permission to use your photos in certain ways. A family portrait for someone's wall is different from a photograph used in a national advertising campaign. For commercial work, agree in writing on where the photos can appear, how long they can be used and what the client can do with them.

Does the estimated profit mean money in my pocket?

No. The calculator already includes the amount you want to pay yourself. The extra money is a planning estimate for the business, before taxes. Real projects can cost more or take longer than expected.

Build a business that lets you keep creating.

Knowing your numbers won't make every pricing decision easy. It will help you ask better questions, spot jobs that don't make financial sense and stop confusing a full calendar with a profitable business.

I've always believed that learning the business side of photography is part of taking your craft seriously. The goal isn't to charge the most you can. It's to do great work, treat people well and build something that can last.

Make photographs worth sharing. Build a business worth owning.

This free tool is for learning and planning, not financial, tax or legal advice. The 60% and 20% starting targets are examples, not official industry requirements. Your numbers and real results will differ. Don't count the same expense twice, and ask a qualified professional about your own taxes or contracts.

Further reading: PPA's photography business resources, Richard Harrington's pricing guide and ASMP's discussion of photo usage.

 
Business & Creativity, PhotographyJeff RojasComment