Photographer Rates & Pricing
Photography rates and pricing guides for freelancers
Average Rates
Average Day Rate
£300
Average Hourly Rate
£40
These rates are based on UK market data and may vary based on experience, location, and project complexity.
Rate Calculator
Use our calculator to get personalized rate recommendations based on your experience, location, and target income.
Open Rate Calculator →Pricing Factors
Several factors influence photographer rates:
- Experience level and portfolio quality
- Project complexity and scope
- Client size and industry
- Geographic location (London vs. other UK regions)
- Specialization and niche expertise
Setting Your Rates
When setting your rates as a photographer, consider:
- Your target annual income and business expenses
- Market benchmarks for your experience level
- Your unique value proposition and specialization
- Client budget and project requirements
- Competitive positioning in your niche
Use our rate calculator to get personalized recommendations based on your specific situation, or review our comprehensive market benchmarks guide for detailed industry data.
Pricing Models
Photographers typically use these pricing models:
Day Rate
Most common for photographer work. Provides clear expectations and is easy to calculate. Average: £300/day.
Project-Based
Focuses on deliverables rather than time. Often more profitable as you benefit from efficiency. Better for well-defined scopes.
Hourly Rate
Useful for ongoing work, consultations, or when scope is unclear. Typically calculated as day rate ÷ 7.5 hours.
Retainer
Monthly fee for ongoing work. Provides revenue stability but typically includes 10-20% discount vs. day rates.
Frequently Asked Questions
What is the average day rate for a freelance photographer in the UK?
The average day rate for freelance photographers is £300 per day (£40/hour). However, rates vary significantly by specialization, with commercial and fashion photographers commanding higher rates than event photographers.
How do photography rates vary by specialization?
Commercial photographers typically charge £400-£800/day. Fashion and advertising photographers can charge £600-£1,200+/day. Event photographers typically charge £200-£500/day depending on event type and deliverables.
Should photographers charge day rates or per-project rates?
Project-based pricing is common for photography as it accounts for shoot time, editing, and usage rights. Day rates work well for event coverage or when clients need ongoing photography services.
What usage rights should photographers include in pricing?
Basic usage (web, social media) is typically included. Extended usage (print, advertising, multi-country) should command 50-200% premiums. Always clarify usage rights in contracts to avoid disputes.