I would like to get input from anyone on how they structure pricing for in studio, (or out for that matter) business portraits. The kind of head and shoulder portraits that company people need for press releases, website use, in house presentations, brochures and other PR use. I am not talking about specific prices of course but how do you handle the use of the image? Are you charging different rates for just web use or web use plus brochure and maybe then annual report usage? Are you giving the client the digital file as part of a package for them to use as they see fit? Any time limits on use or is this the kind of shot that you really don't see bothering with usage at all? Just shoot it, give them a cd and 'see ya'. How many shots do they get to choose is another question. Thanks for any thoughts!

For myself, most of my headshots are "consumers," not familiar with usage, and it's not worth the time and effort to educate them. I price using my hourly rate plus about 50% more for usage. My sessions are relatively short, so I'm really good at an hour charge. I don't even discuss usage with my clients; I just give them a great and painless portrait experience and expect that they will return in a year or two.

I typically give the client a digital file sized 5" at 300 dpi - the client has everything the need, and they call me if they are up to something that I'd want to know about.

If I was bidding an executive portrait for a corporation president or something like that, I'd start at a creative fee plus usage, and give an estimate, just like any other commercial job. I think there are no hard and fast rules; you just have to use your gut to determine when it's worth going after more money. One word of caution: If you have a client that wants you to come out to photograph a few groups of people, you can price by time but make your client aware that they can't shove everyone in the building at your set and expect to pay the hourly rate. At some point (different for every photog) the value of the product outweighs the value of the time to create it, and a per-product pricing structure becomes necessary. This is fresh on my mind because it happened to me a few months ago.

Tim

Hi Craig and Tim,

Tim's advice is right on---the thing I would add is that I "include" the usage for local headshots in the invoice--at least the concept is introduced. Otherwise these jobs are commercial and are best priced according to the usage requested and negotiated.

Sounds like having a tiered price range might work well. If someone wants a head and shoulders photo for web use only, one price. For web and brochure/business card use, a higher price. Want to include it in your annual report too. Another price. This is thinking in terms of in studio sessions. Location photography, a different ball park with added cost because of time involved of course. Anyone setting up a tiered pricing solution like this?

That's a great idea. I'm going to consider that for myself.

Craig,

That in a nutshell is the "licensing model." Fees are determined by a number of factors including your creative fee [studio or location]--creative fees are based on time as well as the uniqueness that you bring to the job--plus the use that the client wants to lease the image for--yes a "simple" website would have a different fee than an annual report--but not necessarily less--it again depends on what kind of site and where the image goes on the site. The more the client intends to use the image, the greater its value. Some photographers lump the usage fees in with the creative fees and some include it as a seperate line item. There are pros and cons to both methods. Don't forget about pre and post-production and digital fees where appropriate.