Wedding photography pricing and package design can be confusing and overwhelming due to the competitive nature of the industry, the constant evolution of technology and trends, and the need to balance the needs and preferences of clients with the costs of doing business.  In this guide, we’ll cover the factors that affect wedding photography pricing, the types of wedding photography packages available, the average cost of wedding photography, and tips for budgeting.

This tutorial is based on the education in the Photography Business Training System in SLR Lounge Premium

Wedding Photography Pricing Seminar (Video)

We recommend that you start by watching this pricing seminar by Pye Jirsa.

Wedding Photography Pricing Tips and Strategies

One of the most important steps to building and running a successful photography business is understanding your price versus value ratio. If you underprice your products, you can be perceived as a budget photographer. Alternately, pricing too high puts you at the very real risk of not landing enough work. Finally, if you offer too many discounts, your customers will begin to expect discount prices. It’s a fragile, yet vital game.  In addition to the strategies mentioned in the video, here are additional wedding photography pricing tips for photographers.

Understand Your Costs

Before setting your wedding photography pricing, it’s important to understand your costs. This includes identifying your business expenses, calculating your cost of goods sold (COGS), and determining your desired profit margin. Knowing these figures will help you establish a pricing structure that is both profitable and competitive.  For more information, see our article on Wedding Photography Salary and Pay.

Researching Your Market

Researching your market is another crucial step in creating an effective wedding photography pricing strategy. Analyzing your competition, identifying market trends, and determining your target clientele are all important factors to consider. By understanding your competition, you can determine how your pricing structure compares and how you can differentiate your services. Market trends can also provide insight into what clients are looking for in wedding photography services.  For more information, see our article on How to Start a Photography Business.

Creating Your Pricing Structure

Once you have a solid understanding of your costs and market, it’s time to create your wedding photography pricing structure. This can include establishing a base price, also referred to as a MVP (minimum viable product), and middle package, also referred to as the “Desired Sell,” and a top tier package, also referred to as the “Price Anchor.”  You can also determine with la carte options and value-adds you want to offer. Offering a variety of options can help attract a wider range of clients and allow them to customize their wedding photography services to fit their needs.

Effective Communication with Clients

When presenting your wedding photography pricing structure to clients, effective communication is key. Addressing common concerns and questions, setting clear expectations, and being transparent about your pricing can help build trust with clients and make them more comfortable with investing in your services.

Remember that wedding photography is an emotional experience, so instead of focusing on the logistics and technical aspects, keep your clients engaged in the stories and emotion of the product and experience.

Flexibility and Adapting to Changes

The wedding photography industry is constantly evolving, and it’s important to remain flexible and adapt to changes in the market. This includes evaluating your pricing strategies regularly and providing flexibility for unique situations such as last-minute bookings or custom requests.

Show what you want to sell

This is the easiest way for a client to invest more into their photography package. If your client is interested in albums then make sure you have albums on the table, if they’re interested in wall portraits then have those hanging on the wall. When a client can see what a desirable product looks like in person, they’ll entertain the idea of purchasing it more.


Finding the right pricing strategy for wedding photography services can be a challenge, but by understanding your costs, researching your market, creating an effective pricing structure, communicating effectively with clients, and remaining flexible, you can establish a pricing structure that works for both you and your clients. Remember, pricing is not a one-size-fits-all approach, so be willing to adapt and make changes as needed. With the right pricing strategy, you can attract clients and build a successful wedding photography business.