How to create photography packages and an à la carte price list

The most effective way to price your photography is to offer three tiered packages—a starter, a "most popular," and a premium option—complemented by an à la carte menu for specific add-ons. This approach prevents "decision fatigue" for your clients by giving them clear starting points, while the à la carte list ensures you are fairly compensated for extra requests like additional hours or high-end prints.

Why use photography packages?

Packages simplify the buying process. Instead of a client having to guess how much time they need or how many prints they want, you provide a curated experience. This helps you control your workflow and ensures your most profitable services are front and centre. It also allows you to "anchor" your prices, making your middle package look like the best value for money.

The "Rule of Three" structure

Most successful UK photographers use a three-tier system. It’s a tried-and-tested method that guides customers toward the option you actually want them to buy.

Package	What's usually included	Purpose
The Essential	Shortest coverage (e.g., 2 hours), digital delivery, a small number of edited images.	Attracts budget-conscious clients and fills gaps in your calendar.
The Standard	Full coverage (e.g., 8 hours), full digital gallery, a small print credit or a basic album.	Your "bread and butter" option designed to be the most popular choice.
The Luxury	Full coverage plus a second shooter, high-end heirloom album, and a framed wall print.	Increases your brand value and appeals to high-spend clients.

Creating your à la carte price list

An à la carte list is for everything not included in your core packages. This is where you capture "up-sell" revenue. If a client loves their photos, they may want more than what was in their original bundle. Common items to include are:

• Extra Coverage: An hourly rate for staying longer on the day.
• Additional Digital Images: A price per image or for the "full gallery" upgrade.
• Physical Products: Prices for individual prints, canvases, and various album sizes.
• Retouching: A fee for advanced "beauty" retouching beyond your standard editing.
• Travel Expenses: A per-mile rate for shoots outside your local area.

Tips for success

When building your lists, keep these best practices in mind to remain professional and profitable:

• Be crystal clear on deliverables: State exactly how many images are "guaranteed" and how they will be delivered (e.g., "High-resolution digital download via a private online gallery").
• Include your "starting from" price: On your website, you might only show the "starting from" price for each package to encourage enquiries, while keeping the full à la carte list for the booking stage.
• Value your time: Ensure that your hourly rate for "extra hours" is high enough to make the additional work worthwhile, including the extra editing time those hours will create.

Pro Tip: Always present your most expensive package first. This "anchors" the price in the client's mind, making the Standard package feel significantly more affordable by comparison.