The cost of a photo 

Text and photos by Heather Cline 

Purple-striped Jellyfish abstract

If you saw this photo print at an art gallery or show, and were thinking of buying it how much do you think it should cost?

You might be saying, "It depends on the size of the print". However, there are so many other factors that go into how that image came to exist. This post explores many of the costs photographers incur to create images worthy of selling. 

Full transparency, the costs listed in this post are the result of internet searches comparing prices among multiple sites. While I try to get as close to the mark as possible, there simply aren't enough hours in [my] day to do the level of research needed to get to perfect numbers. 

Camera Gear

This is probably the first thing people think of when it comes to the costs to create photographs, and for good reason. Gear is expensive, and it doesn't end at the camera and lens. The typical nature photographer carries 1-2 camera bodies, multiple lenses, batteries, memory cards, filters, a remote shutter release, reflector, flash, and tripod & ball head. Of course, you have to put all this stuff somewhere while you are hiking to your next photo destination, so a backpack is a key gear essential as well. 

An unofficial search on the internet resulted in a conservative estimate of $12,000 for a set-up like this. Another unofficial search confirmed that you can still buy at least 5 different models of brand new cars for about the same price. 

Education and Experience 

While this isn't required to create one solid image that would attract buyers, chances are, if the photographer really cares about creating quality images, they have (and continue) to invest in building their photographic skills and experience. But how do they do this and at what cost? 

• Books: average cost of $15 each (assumes some are new, some are used, and a range of subjects and depth. I currently own over 50 books on photography. You can do the math. 
• Classes: averages $150 - 300 
• Workshops: this one varies greatly based on location, duration, and facilitator, and ranges from $150 into the thousands. 
• YouTube videos: $0. Finally, something that's free! 
• Critiques: critiques can be offered as part of a class, workshop, or photography club. The average annual cost to be in a photography club is $50. 
• Be there: Priceless. There are a multitude of costs associated with being there but all the education in the world isn't helpful unless you get out and practice. 

Stormy sunrise at Schwabacher Landing, Tetons National Park

Computer, Hard drive, and Editing software 

This assumes the photographer is shooting digital vs film. It goes without saying that none of these are one-time investments. The average computer needs to be replaced every 3 years, and hard drives need to be replaced every 5-10 years. Although, as camera sensors and file sizes increase, the hard drive space also needs to increase so I'd estimate the hard drive is getting replaced around the same frequency as the computer. Don't forget about editing software. I used to replace mine each time a new version was introduced but now I (an most photographers) pay a monthly subscription for cloud based software that provides the latest version. 

• Computer or Laptop: $300 - 3500 
• Hard Drive: $50 - $80 
• Basic editing software (cloud based): $10 a month 

Pierce Point Ranch historic barn, Point Reyes National Seashore

Travel expenses

I've personally travelled 40 days (so far) this year for photography. My total travel days are conservative since I work a full-time job. I also tend to cut costs wherever I can in this area so I can invest more in gear, software, and education. The average cost per person for a road-trip is $150 per day, and closer to $300 per day if flights and hotels are involved. So that's anywhere from $6,000 to $12,000 for someone traveling a similar schedule. 

Mount Hood reflected in Trillium Lake

Time

How much is your time worth? The average salary for a photographer (assuming they make one) varies based on experience. According to Indeed:

1-2 years: $17.62/hr

3-5 years: $18.29/hr

6-9 years: $23.28/hr

10+ years: $26.80/hr

Here's a pretend example. If you invested 1 hr drive time each way to get to the destination. Another 5 hours between hiking and waiting for that elusive wildlife or magical sunset. Plus, another hour of photo editing, and someone paid you to do that, that is roughly $166 for a mid-ranged experienced photographer. 

Saguaro forest at sunset, Saguaro National Park

The Print

Finally, we have arrived at the print that is for sale in an art gallery or show. It used to be that images were printed on paper, matted, and framed, but today, you might see this traditional method, canvas wrapped, metal print, or other mounting processes. Using a reputable printer's (mpix) pricing, here's the breakdown of the costs to create an 11x14 print for the three most common options:

Traditional print: $168.58 (11x14 print with single white mat in a 16x20 plain black frame)

Canvas print: $74.99 (no border or frame, final dimensions 11x14. Note: a 16x20 print is $99.99)

Metal print: $68.99 (no border or frame, final dimensions 11x14. Note: a 16x20 print is $134.99)
 

Great Egret at sunset, Point Reyes National Seashore

When I searched how to accurately price a print for sale, some of the answers I encountered included:

• Four times the prints cost, which in this case would be $674.32
• Choose a price that comparable art is selling for (very subjective!)
• Determine an hourly wage you would be comfortable with, then use that to calculate the cost (see Time above) 

When I first started in photography, a professional nature photographer said, "Ya know how to become a millionaire as a photographer? Start with 2 million". He was a wise, wise man. All kidding aside, pricing out art is very difficult and with photographers flooding the marketplace with all their Instagramable moments, you might doubt if you are pricing your work too high and when you do, I encourage you to go back and read everything above. :)