Commercial photography project pricing is based on 3 things:
The number of photos requested.
The style and degree of creativity required to capture those photos.
The duration and way the photos will be used.
Here are some Frequently Asked Questions about photography pricing, copyright and licensing:
What is your day rate?
I do not charge on a day rate or hourly basis. Each project is unique, and time is only one factor I consider when determining my price for a specific assignment. Photography is a creative process and production time is rarely an indicator of value.
Why do you need to know how I am going to use the photographs?
Photographs are intellectual property, and licensing their use is how I generate income. The fees for a specific project are based on the use of the photographs because the more the images are used, the greater value they have. Since they’re worth more, they cost more.
Higher Use = Higher Price and conversely Lower Use = Lower Price.
You mean I pay you and I don’t own it?
Photographs are the intellectual property of the creator. Much like software, music or a book, you can purchase the use, but the creator still owns the material. I own the rights to my photographs, but I can write a license that will let you do whatever you need to do. My price will reflect the value of that license.
I do not want to come back to you each time I need to use these photos.
I am more than happy to license a package of rights for these photographs, but you may be paying for uses you do not really need. I am service oriented and accessible if additional uses arise. My goal is, of course, to build a long-term business relationship, so tell me what your plans are and we can work out an equitable license.
I do not want someone else using my images.
I am happy to provide you a price for exclusive use of these images, but because this type of license prohibits me from generating any additional income, it will significantly increase the cost of the project. I suggest we compromise and extend you a limited exclusivity — say, six months. This gives you premiere use of the images, but it doesn’t restrict my ability to earn additional income forever.
Source: American Society of Media Photographers