The Ethics of Photography: High Pricing vs. Low Pricing

By Sherry Edith Dansby – Dansby Photography
www.dansbyphotography.com

In the ever-evolving world of photography, one debate has quietly simmered beneath the surface for years: should photography be priced high to reflect skill, equipment, and experience—or kept low to remain accessible and competitive? As professionals, we owe it to ourselves and our clients to explore this question not just through economics, but through ethics.

The Case for Higher Pricing: Valuing the Craft

Photographers who set higher prices often do so based on the time, education, gear, post-production, and business overhead that go into their work. A single session might represent hours—if not days—of effort. Charging what you're worth isn’t just about making a living; it’s about valuing your creative expertise. Ethically, this mindset supports sustainability and professionalism in the industry. It also helps prevent burnout and allows photographers to invest in continuous learning and better tools.

The Case for Lower Pricing: Accessibility and Inclusion

On the flip side, offering affordable services can be a conscious ethical choice. Lower prices may be intended to serve underrepresented communities, young families, small nonprofits, or emerging artists. For some, photography is a calling, not just a luxury business. Keeping prices accessible can democratize the art form—making sure that everyone, regardless of income, has the opportunity to capture meaningful memories or tell their story through images.

A Hypothetical Scenario: One Photographer, Two Families

Let’s imagine you receive inquiries from two families.

The first is a low-income single mom with three children. She wants a simple family photo session to celebrate surviving a difficult year—no fancy prints, just a few digital images to hold on to hope. She’s nervous to even ask what you charge. You know your usual price is out of reach, but you also know what this moment could mean to her. Ethically, you may feel moved to offer a sliding scale or a “pay what you can” model for families like hers, even if only occasionally.

The second inquiry is from a wealthy family preparing for their annual holiday portraits at a vineyard. They expect high-end styling, retouching, and a luxury photo book. They don’t question the price—they expect to pay top dollar for top-tier work. In this case, your full rate supports the level of service they’re asking for, and it allows you to fund pro bono work, invest in your business, or save for the off-season.

Neither choice is right or wrong. Both are ethical—if they’re done with purpose.

Our Commitment: Access and Excellence

At Dansby Photography, we believe photography should be both excellent and ethical. That’s why we offer custom pricing for nonprofit organizations and select community-focused events. If you or your organization are working to make a difference, we’d love to partner with you. Learn more about our nonprofit booking options here:
www.dansbyphotography.com/booking/events/non-profit

Final Thoughts: Integrity First

As with any art, photography lives at the intersection of passion and business. Whether you choose high-end pricing or a budget-friendly model, let your decisions be rooted in integrity. Consider who you're serving, what you're offering, and how your pricing aligns with your mission. Because in the end, it’s not just about money—it’s about meaning.