To a consumer who is interested in purchasing digital files, it seems like the files should be cheaper because there is no tangible product being delivered, no ‘presumed’ cost for the photographer. It’s just their ‘time,’ after all. Right?

I totally get it, and it seems like that would make sense, but in reality, that couldn’t be further from the truth!

When you purchase an image from a photographer, you are not ‘buying’ the piece of paper it is printed on, or the file that was sent to you.  You are compensating a professional for their knowledge, experience, time and talent. You are compensating a professional for creating art, and preserving time and moments that you will never experience again, except through their images.

Most true professional photographers have expenses . Photographers have at least two camera bodies and about 5 lenses in their kit. To create the best light for a portrait, photographers also have lighting, umbrellas and stands, and if needed, backdrops.   Then there are  the other costs of running a business such as computers, websites, studio rent, marketing, samples, insurance, taxes, etc. Suffice it to say, there are many more expenses than just a good camera. 

Once a client has a purchased the digital file, a photographer has ended their ability to profit off that product.  Once a consumer has that file, they can use it to make 300-holiday cards, prints for every aunt and uncle, a large banner or a coffee cup.  Photographers set  prices for the files, to make sure we are covering our cost of doing business and making a living.  

Yes, you will find photographers who sell digital files for $5 and some who sell them for $500 per file. You will also find that some professionals charge much higher up front prices that include a set number of digital files included. In my experience, the lower the price per digital the less experience and level of professional services you will receive.

I hope this has helped you understand a little bit about why digital files aren’t cheap! I’m not trying to convince you that you need to spend $5000 every time you want to do a family portrait session!  But next time you find a photographer whose work you adore and business you trust, think about how he or she got to the place they are today. Maybe it’s worth the investment for your family and maybe it’s not, but if you understand why, your decision to purchase files may be easier and your images a little more valuable!

Thanks for reading!

Amy