The price of a wedding photographer - and how I see it
- Tomáš Trnka
- 6 days ago
- 5 min read
“You’re charging way too little — your photos are great, you should definitely ask for more!”
“Wow, that’s already pretty expensive. I wouldn’t pay that much for photos when I can just snap them on my phone…”
“So how do you actually make this work as a living?”
I enjoy talking about pricing with friends, fellow photographers, and occasionally with clients as well. Ever since I decided to turn photography into a business (even if it started as just a side hustle), I knew that pricing my work would be something I’d struggle with. I’ve always found it difficult to estimate my own value - even when I was employed - so the idea of putting a price tag on something as subjective as photography gave me plenty of sleepless nights.
And since I know that many creatives wrestle with valuing their own work, I’d like to share a few of my thoughts here from the perspective of a (not only) wedding photographer. Maybe it’ll help future newlyweds too - those who feel overwhelmed by the sheer number of wedding photographers out there and can’t quite figure out why one costs ten thousand and another fifty.
Before I even head to the wedding
Of course, the time spent at the wedding itself and editing the photos afterward is the main - and the most enjoyable! - part of every job. But getting there is often a much longer, more time-consuming journey. It would be great not to worry about marketing at all, to get clients purely through recommendations and clicks from the first page of Google, but I’m not quite there yet (although maybe this article will help a little, who knows). And so, for clients who don’t come through referrals, I still have to fight for attention in the unforgiving arena of online marketing.
At one point after school, I dabbled a bit in online advertising, but that was a long time ago — and I can’t really say it ever came naturally to me. So what does this actually involve for a wedding photographer?
setting up PPC campaigns for Google
keyword research, regular performance evaluation, and figuring out the most effective strategy (one that won’t cost a fortune and will occasionally bring in a serious inquiry)
regular content management on social media, including paid campaigns
website updates
If all of this works and a client gets in touch, it’s followed by email communication (which doesn’t always lead anywhere), preparing a contract, and a pre-wedding meeting. These are all hours that a wedding photographer has to factor into the final price - otherwise you’d either work yourself into the ground or struggle to pay rent. Especially these days in Prague.
The real work of a wedding photographer
As for the wedding day itself, maybe just one observation. I personally haven’t encountered this firsthand, but from time to time you’ll come across opinions online suggesting that a photographer simply shows up at a wedding, snaps a few photos, samples the goulash at the buffet, and walks away with a fat paycheck. Sure, there may be a few cases like that in our industry (as in any other), but I believe that if it were true, it would be immediately obvious in the photos. If you book me for full-day wedding coverage, you have my 100% attention for the entire 12 hours - and often longer, if the party really gets going and you’re up for some wilder photos as well.
The images from my portfolio - the ones that made you choose me - would never exist if I weren’t constantly alert at weddings, anticipating what might happen next. And honestly, if I spent the day standing around with a bored expression, chewing on schnitzel most of the time, you probably wouldn’t recommend me to others. I see it as part of my service that everyone feels comfortable around me and that I don’t disrupt the atmosphere of such an important day in any way.
And that brings us to post-production, which ultimately takes up the most time of all. Editing a full-day wedding often means several days of work. While editing software is becoming more and more sophisticated and saves us increasing amounts of time - not to mention the emerging trends in artificial intelligence, which may help even more in the future — it’s still a significant process. Creating the final gallery also takes time, although thanks to the professional Pic-Time service I use to deliver photos to my clients, it’s genuinely a pleasure.
Years of experience
Probably the hardest things to put a price on are a photographer’s experience and confidence. In my view, the two can’t exist without each other. Sure, you can come across photographers with oversized egos who haven’t shot their first wedding yet and already feel like world champions after a few Instagram likes. But what I’m talking about is healthy confidence, the belief that the work a photographer delivers will meet a certain standard, no matter the conditions.
Before I decided to make a living from photography, I spent countless hours with a camera in my hand on the streets (you can find my street portfolio here). I was always drawn to documentary work, and street photography completely captivated me. I trained my eye for everyday moments by carrying my “Fuji” with me everywhere. When I lived in Budapest for two years, I barely put the camera down and besides documenting daily life, I turned my apartment into a small studio where I learned to work with light.
I photographed my first few weddings for free or for very little money. But that was mainly about building a wedding portfolio, because thanks to the experience I had already gained by then, I felt fairly confident in what I was doing at weddings even back then.
When raising my prices, I always questioned whether I could afford it - whether I’d stay competitive, whether it would be “too much.” But after several years of practice, I now simply know that I deliver exactly what my clients expect from me. I know my photos work. I know they bring joy, and I receive nothing but positive feedback. I know I blend in at weddings, that couples feel relaxed around me, and that I always do my best to contribute to the overall atmosphere of the day. That’s how I reached a point where I’m comfortable with my pricing and able to stand behind it - not just in front of clients, but most importantly, in front of myself.
The price of a wedding photographer — some numbers to wrap it up
Let’s be honest: pricing creative work is hard. So how do you navigate the sea of photographers, and what is a reasonable price for a wedding photographer?
If someone charges less than 15,000 CZK for a full day, photography is very likely not their main source of income, or they may not yet fully trust the value of their own work. After accounting for all the costs mentioned above (and that’s without even touching on camera gear and its maintenance), the remaining profit simply isn’t enough to make a living.
Up to around 30,000 CZK, you’ll find professionals who make a living from photography, have solid experience, and know what they’re doing. At that point, it’s largely a matter of personal taste and photographic style. That said, it’s always worth checking a few basics: Do they offer a contract? How do they communicate with you? What kind of references do they have? Is their style consistent? Do they show full-day weddings in their portfolio?
Above 30,000 CZK, you’ll often be looking at more established photographers. As with any “luxury” product, part of what you’re paying for is the brand. That doesn’t necessarily mean their style will be the right fit for you, but you should have the confidence that you’re inviting an experienced professional to your wedding.