How to price digital image?

[Chris Clark]

I took some shots at the NASA Nationals and posted some online at various forums. People saw them and started contacting me asking for shots of their cars, pricing for prints, etc...

I have had a couple of requests for pricing for digital images for web-site use, submission for contingency sponsor collections, etc...

I don't really want to sell the Hi-Res digital file as I think they could just go get their own prints made, bypassing me.

So what would be acceptable for this? should I price according to Image size? Should I limit the Image size? Is there a trick in PS that will cause a watermark to appear if it is printed? What price point do you even start for a digital image? I'm at a complete loss here....

Any advice would be greatly appreciated.:)

[Todd Corzett]

II have had a couple of requests for pricing for digital images for web-site use, submission for contingency sponsor collections, etc...
Depends if the usage is editorial (a news website/magazine) or commercial (racer/team showing-off). Low-Res images, 600x400 types of things, for a gallery I'll do $35 each for 1 year... with a discount (down to $25 each) if they purchase more than 5-10. May be a bit pricey for some people, so adjust according to your audience, but basically I'd charge similar to a 8x10 print. As for using the images in a banner or advertising, etc... that would be more expensive. As for the contingency sponsor stuff, well... I've never dealt with it, but would price it higher than for a web gallery. I would also make VERY clear that the images are not for commercial use by the sponsor, or if they wanted that usage... to charge accordingly.

I don't really want to sell the Hi-Res digital file as I think they could just go get their own prints made, bypassing me
My feelings exactly... so, ask yourself... Why do they want a Hi-Res file? Email and posting online doesn't need a Hi-Res file, even making a desktop wallpaper (1280x1440 @72dpi) isn't a full-resolution file. IMO, the only reason anyone would want/need a full-res file is for printing... so, you need to charge as if they were bypassing you... or just not sell them.

Despite being a violation of your copyrights... many people will just print the images themselves... and all the discussions about copyrights will not stop them, but it's still worth stating (verbally, in writing on the CD/files/etc., and as part of your invoice/agreement).

Two or three times the price of a 8x10, IMO ($50-75 or so), isn't too much for a Hi-Res digital file (if you choose to sell them). Now, before throwing-out a high number like that... try to get an understanding of what they want to do with the image. They may not NEED a Hi-Res file (for example email/web) in which case you could charge less ($10-15?). You could also put together a package deal for all of the images of them from the weekend for a couple hundred bucks (basically, more than you think someone would pay for prints... so they get a deal on the photos, and you make more money than if they just bought prints).

Personally, I do anything I can NOT to sell a high-res digital file to someone. I don't really like even selling desktop/wallpaper sized files. If they want a print, they need to buy it from me... if they want something for email/webpages, then they get low-res images.

So what would be acceptable for this? should I price according to Image size? Should I limit the Image size? Is there a trick in PS that will cause a watermark to appear if it is printed? What price point do you even start for a digital image?
There is no way (that I know of) that would cause a watermark to appear when printed, and even if there was... it could be bypassed via a screenshot. IMO, if you sell digital files, make sure that you cover the potential loss due to printing themselves. Also, a 8x10 @300dpi (a nice file for a 8x10 print) can also be very easily interpolated up to produce 12x18 and 20x30 images that many people are more than happy with (heck, some people make 8x10 prints from little watermarked web images and put them on their walls).

When if comes to digital files, IMO, you need to understand what the client really needs... and price things accordingly. If people just want images to email, they don't want/need to pay for a Hi-Res image, but if they want to make prints... you need either charge to make-up for a loss in print sales. Also, don't forget to charge for the creation of the CD/DVD (and more than just the cost of media) and/or transmission fees (similar to S&H). Maybe if they buy a 8x10 of an image they can get a low-res image for web/email on a CD for free (not including a processing fee for the CD)? Really, it's up to you. You can also check-out some of the other event photographer's websites for what they are charging for things.

-Todd...

[Chris Clark]

Thanks Todd.

The problem is the client doesn't really know WHAT he wants/needs... Primarily He wants a digital file to email his friends/family/sponsor. He also needs a digital file to email GRM to collect contingency money. The catch is: What if the sponsor wants to use it on his website in the future? What if GRM wants to publish? Lots of what if's..Basically I said if GRM wants to publish, they need to contact me directly. And I'm not really sure about web usage for sponsor/race team.

He isn't even sure of what lo-res would be... and to be honest neither am I. 640x427 low enough?

He is interested in purchasing prints for himself/sponsor, etc... Should I maybe throw in a discounted Lo-Res file for E-mail etc.. with x number of dollars purchased?

It's funny: two weeks ago I was just a very serious hobbiest, now I have people asking about "rights-managed usage", blah blah blah. I wasn't prepared for any of this, and it's happening rather fast.
It's nice to be acknowledged though.:)

[Dennis Murray]

Pricing for digital files is something I've struggled with a lot. Amateurs haven't been willing to part with much money to get a digital file (I do fine with print sales even up to 16x20's, but not for digital files).

People still have this idea that "it's digital so it doesn't cost you anything" and breaking them of that is hard.

I've been most successful with doing a "if you buy prints of size x, I'll include a web sized (600 px long side) web file for your personal web page."