How I Price My Photography Fairly and Sustainably

Introduction

Pricing photography is never simple. My goal has always been to keep my rates fair, transparent, and sustainable—so that clients understand the value they receive, and I can continue creating without burning out. This article explains both the philosophy behind my pricing and the practical choices I make to balance quality with affordability.

Philosophy & Values

When I first started, I leaned on advice from fellow photographers and slowly adjusted my rates as I grew in skill and confidence. Over time, encouragement from clients and friends helped me recognise my worth and refine my packages.

I don’t compete on price—I focus on creating. My rates reflect the soul, skill, and care I bring into each shoot. Clear boundaries protect both my energy and my clients, ensuring that sessions remain respectful and productive. Sustainability also guides my decisions: I avoid unnecessary printing, deliver digitally, and price in ways that allow me to keep working mindfully and responsibly.

What Shapes My Rates

• Skill

  As my experience grows, the value of my work increases. Years of practice allow me to anticipate challenges, guide clients with confidence, and deliver images that feel authentic and polished. This expertise is built over time and reflected in my rates.

• Preparation

  Every shoot requires planning, (online) location scouting, gear packing, and communication with clients. Even before the camera is switched on, significant effort goes into ensuring the session runs smoothly and aligns with the client’s vision.

• Timing & Quality

  Photography is highly dependent on timing and lighting. Unlike many photographers who accept jobs at any time of the day, I allocate the best timing for my clients to ensure optimal conditions and quality results. This commitment means I have fewer available timeslots, and it can affect my personal lifestyle and health, but it ensures that every session benefits from the best possible environment.

• The Shoot Itself

  During the session, I dedicate full focus, adaptability, and creativity. I often exhaust myself to capture the best quality and quantity of images possible, guiding clients through poses and expressions while maintaining a supportive atmosphere. This intensity sometimes affects my health—stress, disrupted sleep, and missed mealtimes are common outcomes of giving my all during shoots. My rates reflect the energy and sacrifice required to deliver at this level.

• Post-Production Effort

  Editing is not a one-time process. I go through the photos multiple times over several days or weeks, revisiting them with a fresh mind. This layered approach ensures I catch details I might miss initially, refine consistency, and deliver images that truly represent my craft. It’s a time-intensive process that continues long after the shoot itself.

• Equipment & Costs

  Professional gear, lighting, backups, software, and storage all contribute to the final product. Maintaining and upgrading equipment is costly, but necessary to ensure reliability and quality in every session.

• Sustainability

  My pricing is designed to let me continue creating without cutting corners or exhausting myself. Fair rates ensure I can sustain the energy, care, and attention needed to deliver consistently high-quality work for every client.

How I Keep My Rates Fair and Sustainable

• Session Duration

  Short sessions are often unsustainable because preparation and travel take significant time. To keep things fair, I set a minimum booking duration. Longer sessions enjoy a lower per-hour rate, while shorter sessions reflect the true effort required.

• Lighting Choices

  I used to only shoot with professional lighting equipment, which raised costs. By offering natural light sessions as well, I can provide more affordable packages while still delivering authentic portraits.

• Editing Options

  Most people use photos online, where social media reduces resolution and authenticity is valued. My default packages include basic edits only (colour toning, exposure correction, cropping). Clients who need advanced editing can add it at an additional cost.

• Privacy Buyout

  Some photographers offer discounts if clients allow them to post final photos online. I take a different approach: I set a fair base fee for all clients, and those who prefer full privacy can opt for a Privacy Buyout add-on. This ensures transparency and choice without compromising fairness.

• Digital-First Workflow

  Most clients prefer digital photos today, so I don’t include printing services in my packages. This keeps rates lean and sustainable, while still giving clients the option to print selected photos later if they wish.

These choices help me balance affordability with sustainability, ensuring that my rates remain fair for clients while allowing me to continue creating with care and energy.

Comparison Table

FAQ

How do your prices compare to other photographers?

There are photographers who quote extremely low fees, and others who believe my rates are lower than theirs, even though they don’t publish their prices online. Some clients have encouraged me to increase my rates, while others have gone silent after I directed them to my rates page.

Would you lower your rates to stay competitive?

No. My prices reflect the effort, expertise, and quality I deliver. Photography is an art and has its value.

I don’t engage in price wars just to secure more projects. No matter how low you set your rates, there will always be market spoilers offering cheaper prices. In addition, I have limited time and energy—I give my all in every shoot to achieve the best quality and maximise quantity by being proactive throughout the session. This means I can only take on a limited number of projects within a given period.

Considering the high cost, effort, time, and skill required, charging very low fees would make other jobs more rewarding than photography.

Do you offer discounts?

My rates are already designed to be fair and sustainable. Instead of discounts, I provide clear add-on options so clients can customise packages to their needs.

Why do your rates change?

My rates are adjusted periodically based on the value I provide and my availability. This ensures fairness and sustainability for both clients and myself.

Why don’t you shoot at any time of the day?

Photography is highly dependent on timing and lighting. I allocate the best timing for clients to ensure optimal quality, even though this limits my availability and can affect my personal lifestyle and health. Other photographers may accept jobs at less ideal times, but I prioritise results over convenience.

Why do you mention health in your pricing?

Photography sessions demand intense focus and energy. I often sacrifice sleep and mealtimes, and the stress of giving my all has affected my health. By acknowledging this, I ensure my pricing reflects the true effort and sustainability required to deliver consistently high-quality work.

Closing Thoughts

At the end of the day, my rates aren’t just numbers. They reflect my journey, my values, and the effort I put into every image. I don’t aim to be the cheapest—I aim to be fair, transparent, and true to the work I love. If you’d like to see the actual breakdown, you can view it on my Rates Page or contact me directly to discuss your needs.