Photography pricing for brands: how budget, scope, and usage affect cost
This page explains what drives photography budgets for campaigns. Pricing is shaped by scope, usage, and how long the work needs to remain effective.
What pricing is based on
1. Scope
Number of final images
Number of setups or concepts
Level of styling, props, or set design
Complexity of production
More scope means more time, planning, and post-production.
2. Usage
Where the images will run, such as website, ads, social, press, or packaging
How long they will be used
Whether paid media or international use is involved
Usage affects licensing and long-term value
3. Timeline
Delivery schedule
Available time for planning and review cycles
Shorter timelines typically increase cost
4. Deliverables
Required crops and format variations
File types and resolution needs
Retouching level and review rounds
Why per-image pricing can mislead
Two projects with the same image count can be priced very differently if:
One supports a campaign and the other supports ecommerce
One runs for weeks and the other runs for years
One requires concept development and the other is minimal
Image count alone does not reflect total scope.
Budget framing
Instead of asking how much a shoot costs, define:
What the images need to achieve
How long they need to remain in use
Which assets are most important
These decisions usually clarify budget more than a rate card.
Common gaps
Usage is assumed instead of defined
Priority assets are unclear
Timeline constraints appear after pricing
Format and crop needs are identified late
These gaps often cause budgets to shift.
Decision check
Before requesting quotes, ask:
Could two photographers price this and be quoting the same scope?
If not, more definition is needed.
Contact
If you want help framing scope and usage before setting a budget, I’m happy to talk.
→ Reach out at sara@sara-anderson.com