How many images should you give your client? You know those cop-out answers—“It depends”? Well, I’ve got one of those for you. The number of images you supply after a shoot will differ depending on the client and the job.
Your initial estimate should include an outline of how many images you’ll supply in each of your pricing packages so that clients get a feel for their needs when you supply your rate card. This number is the best and easiest way to provide (or remove) value in the negotiation stage.
Some General Guidelines: How many images should you give your client?
Let’s break this down by the type of job. In my experience, there are two types of jobs: editorial/commercial and small business.
Editorial, advertorial, and commercial shoots
In these shoots, the client will usually want a small number of images—typically 1 to 5. These are magazine and agency clients who know that the value per image is high. And while the client may ask you to shoot an entire concept, they will likely only use one image.
These jobs tend to be simple. The client comes to you with an outline of their needs, and they’re easy to work into your pricing since it’s only a handful of images.
Small business
On the other end of the spectrum is the small business client. Event-type photography falls under this umbrella, too. These clients usually expect a lot of images. When you take these jobs, you’ll need to spend more time educating the client and adjusting your pricing.
Since each job is so different, it’s hard to come up with sweeping rules about how many images to supply. Instead, let’s take a look at some examples of how many images I supply in my rates (or in the past for other jobs).
Note that I adjust these guidelines based on the job—but if the client asks to see my rate sheet, they’d also see a guide of how many images they’re likely to receive.
| Still life concept rate | 1-5 images (usually around 10 to choose from) |
| Social media (per recipe) | 1-3 images (usually around 5-10 to choose from) |
| Full-day (event type) | 35-50 images (not selects to choose from) |
| Full day (event type) | 50+ images (not selects to choose from) |
How Many Images Should You Give Your Clients: When to Provide More?
There are two situations in which you should give the client more images:
- The client’s needs and/or brief require it
- ‘Surprise and delight’—a few bonus images from a great shoot add value to the client’s investment and create a repeat client
There’s not really a time when you shouldn’t give more images—but if you’re supplying more images, you should charge extra or remove some other value. There should be a fair trade between money and more value.
We can’t talk about value without discussing licensing! Learn how to price for it.
Interested in learning more about the business of food photography? Read all of the articles in our Food Photography Business Series:
Everything You Need to Know About Client Estimates
Building Your Base: Finding New Clients for Paid Work
Knowing Your Worth: How to Handle Free Work Opportunities
Stop Chasing Clients! A Quick Guide to Image Licensing
How to Get Paid (Without Any Chasing)
Signs You Need To Charge More – 3 Tips to Raising Your Prices
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