Product photos aren’t just random snapshots – they’re the most vital content on your e-commerce site.
The right product images don’t just show what you’re selling, they convince shoppers to buy.
So what should you budget to get pro-quality product photography? Product photo pricing depends on a lot of factors. Different studios have different pricing models.
For example, Squareshot studio in the US offers entry-level product photos starting at $50-100 per image. A basic vacuum cleaner image would cost around $100 on Squareshot. A single pair of shoes would be $50. One shot of a custom phone cover could be $50. Squareshot offers discounted pricing for members, with prices as low as $35-90 per image. Pricing varies based on product type, with more complex products like watches and jewelry costing $100 per image.
But product photography scales up fast for serious e-commerce stores.
High-volume merchants producing giant product catalogs need a photography army running like a streamlined machine. For major brands, each e-commerce product image costs $300-$600 on average.
It may seem pretty high, at first. But skimping on pro photos is false economy. High-quality product images pay for themselves in extra sales and conversions.
That’s why large e-commerce brands hire experienced product photography studios. Their expertise, capacity, and technical capabilities are worth the premium price.
In this comprehensive guide, we’ll cover all the factors that impact product photography pricing so you can set realistic budgets and get the best images within your means.
Here is my revised version of the product photography pricing article:
Key Factors That Influence Product Photography Costs
There are several key factors that determine how much you’ll pay for product photography services:
Type of Products
The type of products you need photographed is the biggest cost driver. Simple products like apparel and smaller consumer goods are cheaper to photograph in a studio setting. But products like jewelry, watches, electronics, and machinery require more specialized equipment, skills, and post-production work, which increases costs.
For example, dedicated jewelry and watch photography can cost 2-3x more than basic e-commerce product shots. The intricate facets and reflective surfaces require meticulous attention to detail and precision lighting.
Shooting large industrial equipment, automotive products, or machinery can also be more expensive due to space and equipment requirements. The costs go up if you need lifestyle images showing products in use.
Number of Product Images
The more product photos you need, the more it will cost. Most professional photographers provide volume discounts, so your per-image rate decreases as the quantity increases.
For example, a studio may charge $100 for the first 10 images, then just $50 each for the next 40 images. This incentivizes clients to consolidate multiple products into a few comprehensive shoots.
Complexity of the Shoot
The complexity of the photo shoot and the images needed will impact costs. Simple tabletop product photos with consistent lighting and angles are cheaper than highly-stylized shoots.
Factors like multiple angles, perspectives, arrangements, and detailed close-up product shots will increase effort and expenses. Unique conceptual images or lifestyle shoots with models are also pricier.
Location
Whether you shoot in the photographer’s studio or on-location affects costs. Studios have equipment, lighting, and diffusion setups ready to go. But additional location fees, travel costs, rentals, and setup/teardown time apply for on-location shoots.
Photographer Experience
Hiring an expert product photographer with years of experience providing top brands with high-quality images will be pricier but also provide superior results.
On the other end of the spectrum, amateur photographers or those just starting out will have lower rates but may lack specialized product photography skills.
Image Post-Production
Any advanced photo retouching, editing, color correction, transparency creation, or complex clipping path services will add to your costs. Basic color/contrast adjustments are usually included but expect to pay extra for major modifications.
Shooting Duration
Products that require more prep time, styling, cleaning, or assembly before shooting will cost more if the photographer charges by the hour.
Rush Delivery
Rapid turnaround comes at a premium. Expect extra express or overnight fees if you need images edited and delivered urgently.
Product Photography Rates in 2023
Product photography rates can vary wildly based on your specific needs and the factors above. Here are typical industry rates:
Hourly Photography Rates:
- Beginner photographers: $50-$100 per hour
- Experienced product photographers: $100-$300 per hour
- Top professionals: $300-$500+ per hour
Per Image Rates:
- Basic product images:
- 1-10 images: $50-$100 per photo
- 11-30 images: $30-$60 per photo
- 31+ images: $10-$30 per photo
- Complex product images:
- Hero/lifestyle shots: $150-$600+ per image
- Multi-angle spins: $75-$200 per spin set
- Specialty macro detail shots: $100-$300+ per image
- Volume discounts apply, with rates dropping for orders of 100+ images
Creative Direction & Concepting:
- For complex conceptual shoots, creative direction fees range from $250-$2000+ per shoot
Retouching and Post-Production:
- Basic color/contrast editing: Included or $5-$15 per image
- Complex editing and clipping paths: $20-$60 per image
- Background removal/transparency: $30-$100 per image
- Product montages: $50-$250 per montage
- Rush fees: +$10-$20 per image
Per Product Rates:
- 1 product: $100-$300+
- 2-10 products: $75-$150 per product
- 11-30 products: $50-$100 per product
- 31+ products: $30-$80 per product
Discounts increase for higher quantities. Per-product rates often include a set number of images per product.
Re-Touching Rates:
- Basic: $5-$15 per image
- Medium: $15-$60 per image
- Complex: $60-$150+ per image
Multi-day Shoots:
- Daily photographer rate x number of shoot days
- This may include overage for extra hours
All-Inclusive Bundles:
Some studios offer all-inclusive bundles that provide a fixed number of products photographed and retouched for a single flat rate. This simplifies budgeting.
[Disclaimer: The photography rates mentioned above provide general guidance on pricing, but do not represent guaranteed or exact costs. Rates can vary significantly based on factors like geographic location, experience level, specific services requested, and individual negotiations between clients and photographers. We advise clients to thoroughly research rates in their local area and have transparent conversations with potential photographers about pricing for their specific needs and project scope. While the rates quoted here reflect common industry ranges, the photography market comprises diverse professionals with unique business models. We encourage clients to use this information as a starting point while remaining flexible and open-minded when budgeting and selecting photography services.]
Cost-Saving Tips for Affordable Product Photos
Follow these tips to get quality product visuals while sticking to your budget:
Research and Comparison Shop
Spend time researching different product photography studios in your area or online to compare rates. Look at their portfolios to find the best value for money.
Book During Off-Peak Times
Photography costs less during slower seasons like winter. Summer and holidays are peak times with higher demand.
Supply Shot Lists
Provide detailed shoot lists defining exactly what photos you need so the photographer works efficiently.
Minimize Unnecessary Images
Every extra photo adds cost. Be disciplined about limiting shots to core required angles and details.
Take Basic Shots Yourself
Use your own basic camera, lighting, and staging to photograph simpler products if possible. Outsource the more complex shots.
Buy Images, Not Hours
Opt for per-image pricing rather than hourly rates to control costs.
Ask About Volume Discounts
Negotiate lower rates for large quantities of product images. Tiered pricing that decreases with order size is common.
Re-Use Backgrounds
Using the same backdrop across multiple product images saves studio time and effort.
Use Image Re-Coloring
Re-coloring the same photo is cheaper than shooting every color variant of a product.
Avoid Complex Imagery
Limit expensive lifestyle, on-location, or highly conceptual shots. Stick to simple studio product photography.
Provide Accurate Specs
Detail the products’ size, shape, weight, materials, and other specs so the studio plans efficiently.
Ship Multiple Units
Send extra samples of each product to avoid reshoot costs if defects are discovered.
Set Realistic Timelines
Rushed turnarounds lead to premium fees. Build in adequate scheduling if possible.
Negotiate Bundled Pricing
Look for discounted packages that bundle photography and retouching services together.
How Product Photography Pricing is Formed
Several key factors contribute to the cost of professional product photography:
Team Salaries
At a minimum, a product shoot requires a photographer, photo retoucher, and customer service representative. Their expertise and time must be compensated.
More experienced studios like us have:
- Photo Assistant
- Administrative Clerk
- Model/Props
- Art Director
Roles like models, makeup artists, art directors, and stylists may be hired as needed for specific projects.
Taxes and Insurance
Businesses must pay taxes, which range from 5-50% depending on company size, location, and legal status. At a minimum, businesses need property, equipment, and liability insurance policies, which can cost $2000+ per year.
Quality Assurance
Established brands invest time and money into providing consistently high-quality work, which offers clients assurance. This brand power factors into pricing.
Studio Rental and Utilities
Studio rental fees and electricity bills to power lighting gear are operational costs factored into pricing. For example, a 1600 sq ft studio in New York may cost $4000-$6000 per month plus $200-$400 for utilities.
Photo Equipment
Buying or renting gear like cameras, lights, and laptops is expensive for a photography business. Rental fees and equipment costs directly impact pricing.
Customer Relationship Management
CRM software, websites, apps, email services, and other tools that facilitate client communication and streamline operations cost money to implement but ultimately save clients time.
Retouching
Basic retouching may be included in product photography fees, but complex manipulations incur additional charges, like $4-$14 per image depending on complexity.
Shipping
Clients must account for photography shipping costs unless they are located right next to the studio. Courier services help clients get products to shoots.
In summary, many operational expenses factor into product photography pricing, from team salaries to studio rentals to taxes. Reputable brands charge rates aligned with their overhead costs and expertise.
When Does Professional Photography Make Sense?
If you only need a handful of basic product shots, it may be more affordable to photograph them yourself using an entry-level camera, simple lighting, and free editing software.
But once you get into dozens or hundreds of e-commerce images, hiring professionals starts to pay off in terms of efficiency, quality, and labor savings.
Here are signs it’s worth investing in a product photography studio:
- You need 50+ high-quality product images for your e-commerce store or catalogs.
- You want consistent lighting, angles, and image formats across many products.
- You don’t have photography skills, lighting equipment, or post-production software.
- Your products are complicated, reflective, or difficult to photograph.
- You want to outsource rather than allocate internal resources.
- High-volume product photography would take up too much of your time.
- Product photos need to meet marketplace quality standards.
- You want to accelerate getting products to market.
- Great visuals will improve your conversions and sales.
In short, professional product photography is well worth the investment for most e-commerce businesses selling more than a handful of products. Doing it right the first time will repay you with better sales and a stronger brand identity.
Summary
Budgeting for product photography comes down to analyzing your specific needs in terms of products, image types, volumes, and quality expectations.
With some savvy planning and negotiation, you can get professional-grade product images without overspending. Be sure to factor in all the cost considerations covered in this guide.
Great product visuals are a must in today’s digital marketplace. With a clear budget and requirements, you can find a product photography studio that delivers excellent results within your available budget.
