Setting your prices correctly is key to running a profitable photography business.
This guide will help you create pricing that is:
- Easy for clients to understand
- Profitable for your business
- Designed to encourage more sales
Start with a Simple Approach
Pricing doesn’t need to be complicated.
A strong starting point is:
Your price = cost of the product + your profit margin
Workspace already handles production and fulfilment, so your role is to set the retail price your clients will see.
1. Keep Your Pricing Simple
Too many options can overwhelm clients and reduce sales.
Best practice:
- Offer 3–5 key print sizes
- Avoid unnecessary variations
- Keep pricing easy to scan
- Keep the same sizes for different products (eg prints, frames, canvases all use A sizes)
Example:
- Small print
- Medium print
- Large print
Simplicity helps clients make decisions faster.
2. Use Price Anchoring
Clients often compare options before deciding.
How it works:
- Include a higher-priced option
- This makes mid-range options feel more reasonable
Example:
- Small print → $20
- Medium print → $45
- Large print → $90
The large option helps justify the medium option.
3. Focus on Your Most Popular Products
You don’t need to offer everything.
Start with:
- Prints
- Digital downloads
- One premium product (e.g. canvas or album)
You can expand later once you see what sells.
4. Use Packages to Increase Value
Packages are one of the easiest ways to increase sales.
Instead of selling individual items, bundle them together.
Example:
- Basic Package: 5 digital images
- Standard Package (Most Popular): 10 digital images + small prints
- Premium Package: Full gallery + prints or album
Tip:
Make your middle option the most attractive.
5. Price for Profit (Not Just Sales)
It’s tempting to keep prices low—but this reduces your earnings.
Instead:
- Price so each sale is worthwhile
- Focus on quality over volume
You don’t need more orders—you need better ones.
6. Match Pricing to Your Brand
Your pricing should reflect your positioning.
Ask yourself:
- Are you premium or budget?
- What experience are you offering?
- What are your competitors charging?
Your pricing should feel consistent with your brand.
7. Avoid Over-Discounting
Discounts can help—but too many reduce perceived value.
Use discounts carefully:
- Limited-time offers
- Mini sessions
- End-of-gallery reminders
Keep discounts strategic, not constant.
8. Make Pricing Easy to Understand
Confusing pricing reduces sales.
Best practice:
- Use common sizes
- Avoid technical decisions such as multiple paper types
9. Test and Adjust Over Time
You don’t need perfect pricing from the start.
Track:
- Which products sell
- Which packages perform best
- Average order value
Then adjust your pricing as needed.
10. Combine Pricing with Good Presentation
Pricing works best when paired with a strong gallery experience.
Improve results by:
- Using slideshows
- Highlighting key images
- Setting expiry dates
- Following up with clients
Pricing and presentation work together.
Common Mistakes to Avoid
- Offering too many products
- Pricing too low to be profitable
- Not using packages
- Making pricing confusing
- Constant discounting
Pro Tip
The goal of pricing isn’t just to sell—it’s to guide clients toward the right purchase.
Well-structured pricing:
- Makes decisions easier
- Increases average order value
- Improves your overall revenue
Where to Start
If you’re unsure, start simple:
- Choose 3–5 core products
- Set clear, easy-to-understand prices
- Create one strong package
- Test with your next gallery
