By Hridgandha Girish Mistry, Advertising and Commercial Photographer, Dean and Director of Shari Academy, Mumbai
Instagram: @thewayhridsees | @shari_academy
Photography: More Than Just a Click
Photography is not a “click business.” It is decades of learning, failing, adapting, and evolving. A professional photographer does not merely take pictures — they build visions, shape identities, and craft experiences.
Yet, in today’s competitive world, many photographers face one common struggle: undervaluation.
When clients ask for discounts or “just one extra reel,” they often overlook what they are really paying for. It is not simply a few hours of shooting or editing. It represents years of training, thousands of experiments, and heavy investments in equipment, software, and continuous learning.
What seems like a small request — “just one more edit,” “send me all the raws,” or “can you also handle styling?” — can actually mean hours of additional work or an entirely new professional service. Unless photographers value these invisible layers of effort, clients will never fully respect them.
This cycle of undervaluation hurts not only individuals but the industry as a whole.
Why Photographers Undervalue Themselves
Many photographers undercharge out of fear — fear of losing a job to someone cheaper. I once met a young photographer who admitted, “I quoted the lowest just to get the job, but I barely covered travel costs.” At first, it felt worth it. But soon, the client returned, expecting the same low rate again.
This is the trap of wrong precedent: once you lower your price, you signal that your skill is not worth more.
Other common reasons include:
- Lack of business knowledge: Few photographers are trained in contracts, negotiations, or pricing strategies.
- Market competition: When images look similar, clients compare only price. The result is a race to the bottom, where no one wins.
Why Clients Undervalue Photographers
From the client’s perspective, photography can appear simple — pick up a camera and click. But what they don’t see is the behind-the-scenes effort:
- Pre-production planning
- Casting and styling
- Lighting setup and equipment rental
- Travel, storage, editing, retouching, and grading
This mindset often shows in everyday requests:
- “Send me all the raw images.”
- “One extra edited picture won’t matter.”
- “Can’t you reduce editing costs by using filters?”
- “You can manage styling too, right?”
Each request carries hidden costs — from hours of editing to expertise outside photography. If photographers agree without explanation, they unintentionally reinforce the idea that creative labour is free.
The Real Cost of Photography
A camera alone does not create an image. Behind every successful project is:
- Investment in gear, lighting systems, computers, and licensed software
- Continuous learning through workshops and upgrades
- Creative time spent on mood boards, concepts, and revisions
When clients pay a professional photographer, they are not paying for a single day of shooting. They are paying for the mastery earned over years.
How Undervaluation Hurts the Industry
The damage of undervaluation is not only financial but cultural.
When photography is treated as cheap or replaceable, its role in brand identity, storytelling, and human connection is ignored. For new photographers, working free may feel like opportunity, but in reality, it sets dangerous standards. If the entire industry accepts low pay, talent leaves, quality drops, and respect for the profession disappears.
How Photographers Can Change This
- Know Your Worth
Build a rate card that reflects your skills, expenses, and market value. Say no when needed. - Educate Clients
Share the breakdown of what goes into concept creation, production, editing, and delivery. Transparency builds respect. - Compete on Quality, Not Price
Develop a unique style and offer reliable, professional service. Clients pay more for trust and peace of mind. - Invest in Business Education
Learn about marketing, branding, contracts, and negotiations, not just camera techniques.
What Clients Can Do Differently
- Respect Expertise
Hiring a photographer means hiring years of training, not just a camera. - Value Quality Over Quantity
One strong image often has more impact than dozens of average ones. - Support Fair Pricing
Paying less may seem like savings, but reshoots, delays, or poor results often cost far more.
Building a Healthy Photography Market
The solution is balance. Photographers must stop underselling, and clients must stop treating photography as a free add-on.
Education is the bridge. Photographers should keep improving both creative and business skills. Clients must learn to respect the craft. Together, they can build a market where fair pricing protects creativity, professionalism, and long-term trust.
Final Thoughts
Photography is not just about pressing a shutter. It is about vision, trust, and professionalism. When photographers undervalue themselves, they invite undervaluation. When clients expect more for less, they weaken the very industry that gives them powerful visuals.
Your fee is more than a number — it is your self-respect. The next time someone asks for “a few extra images” or “free styling,” pause and explain. Stand firm. Value your work. Deliver quality.
Only when creativity is respected, education is valued, and professionalism is never on sale will the photography industry truly thrive.
