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The Costs of Professional Photography in Germany: A Comprehensive Guide to Pricing and Valuation
- Chelsea Priscilla Cretu
- Jan 23, 2024
- 3 min read
Professional photography is a crucial factor for the success of brands and businesses. Whether it's product photos, advertising photos, or food photos, high-quality images can enhance visual communication, strengthen brand image, and boost sales. But how much does professional photography cost in Germany? How can the costs of professional photography be calculated and communicated transparently? What legal aspects should be considered regarding copyright and usage rights? In this blog post, we provide you with a comprehensive guide to pricing and valuing professional photography in Germany.
Calculating the Costs of Professional Photography
The costs of professional photography can vary depending on the type, scope, and purpose of the shots. Various factors influence pricing, such as:
Working Hours: This includes the time the photographer spends on the preparation, execution, and post-processing of the shoot. Working hours may vary based on the complexity, duration, and number of shots. It may also include travel time, waiting time, and breaks. Working hours are typically calculated per hour or per day.
Post-Production: Post-production involves editing, retouching, optimizing, and delivering the photos. The costs of post-production may vary based on the number, format, and quality of the photos. It may also include the selection, organization, and delivery of the photos. Post-production is generally calculated per photo or per dataset."
Copyright and Usage Rights: Copyright and usage rights pertain to the legal arrangement regarding who owns the photos and how they can be used. Copyright typically remains with the photographer, while usage rights are transferred to the client. The costs of usage rights may vary based on the type, scope, and duration of usage. Usage rights are generally calculated as a percentage or a flat fee. Learn more about the calculation of usage rights in this blog post: https://www.chelseastudios.eu/post/5-reasons-why-usage-rights-in-photography-are-crucial-a-look-at-their-significance-and-calculation
To transparently communicate the costs of professional photography, it is important to conclude a written contract that clearly defines all services, prices, and rights. The contract should also include possible additional costs, such as travel expenses, allowances, VAT, etc. It should establish payment terms, delivery deadlines, and liability regulations.
What else matters... The Costs of Professional Photography in Germany
Prices for photography in Germany can also vary based on these different factors, such as:
Type of Product: The type of product determines the effort and requirements for product photography. For example, jewerly, watches, or glassware may be more challenging to photograph than clothing, books, or toys. The type of product also influences the choice of background, lighting, and perspective.
Effort: Effort refers to the time and resources needed for product photography. For instance, a catalog shoot with many different products requires more time and resources than a single-product shoot. Effort also affects the number of photos to be delivered and the quality of post-production.
Photographer's Experience: The photographer's experience relates to their expertise, references, and reputation. An experienced photographer can offer more quality, creativity, and professionalism than a less experienced one. The photographer's experience also influences the amount they can charge for usage rights.
Table of Estimated Photography Prices in Germany as of the year 2023 - 2024
Note that post-production is not included in the hourly and daily rates, it is typically either the exact same or slightly cheaper than the rates they have for photographing. If professional photographers are famous or well-known, these prices can be significantly higher.
Style | Price / Picture incl. Postproduction | Price / Hour Postproduction not included | Price / Day Postproduction not included |
Editorial | 50 - 150 € | 100 - 250 € | 800 - 1500 € |
Lifestyle | 40 - 120 € | 100 - 200 € | 800 - 1600 € |
Product | 20 - 80 € | 100 - 150 € | 800 - 1600 € |
Wedding | 100 - 300 € | 150 - 300 € | 1600 - 3000 € |
Event | 50 - 200 € | 100 - 300 € | 800 - 2000 € |
Sport | 40 - 150 € | 70 - 200 € | 500 - 1500 € |
Animals | 30 - 100 € | 50 - 150 € | 800 - 1200 € |
Portrit | 40 - 250 € | 100 - 250 € | 800 - 1500 € |
Fashion | 150 - 300 € | 150 - 300 € | 1200 - 2400 € |
Maternity | 100 - 280 € | 100 - 280 € | 600 - 1500 € |
New Born | 300 - 600 € | 300 - 600 € | 1500 - 3000 € |
An example of an actual price for product photography in Germany is a shoot for an online shop with 500 products. The photographer charges €20 per photo, including post-production but excluding usage rights. Therefore, the customer pays €10,000 for the product photos.
Another example would be a catalog photoshoot encompassing product, lifestyle, and commercial photography. The photographer needs three days for approximately 600 usable images, conducting the shoot on location in a different federal state. Additionally, the customer covers the costs for travel, accommodation, meals, models, products, and the location, as well as decorative items like flowers, etc. The total cost for the catalog shoot amounts to approximately €25,000. The breakdown of the total is as follows: Photographer's daily rate of €1200 x 3 = €3600, Post-production cost of €800 x 3 = €2400, and Usage rights at 1.5 = €9000 (Click the link to find out how to calculate usage rights and why: https://www.chelseastudios.eu/post/5-reasons-why-usage-rights-in-photography-are-crucial-a-look-at-their-significance-and-calculation. ) Overall: €15,000 - plus location costs, models, catering, and possible make-up, hairstyle and decorations.
Attention! In addition, there are also USAGE RIGHTS! In this blog post, you will find out how these are calculated!
Of course, you can also negotiate usage rights with photographers. It's all a matter of communication.
Click on the link to find out more!
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