“We can’t really tell people what to charge, but we could share information. We can’t really collaborate because that’s called price-fixing to a certain degree.”
— Steve Whittaker, professional photographer
Pricing can be one of the trickiest parts of working as a freelance photographer. How do you know if you’re charging what your work is truly worth? And should you ask for a deposit or retainer? In the final part of our interview, Steve Whittaker shares practical advice to help photographers navigate the financial side of their business, along with essential insights on protecting intellectual property.
Steve Whittaker is an architectural, interior, and aerial photographer based on the West Coast, providing expert photography services for clients across the country. His portfolio covers industries including healthcare, hospitality, residential, academic, retail, and technology. His work has appeared in Architectural Digest, Forbes, Time Magazine, and Architectural Record.
Text below transcribed from a portion of an interview conducted by Cradoc fotoSoftware in May 2025. To view this and other interviews, visit the Cradoc fotoSoftware YouTube Channel.
Professional Photography Advice for Photographers
I think the number one point I would make starting out is: go get as much of a formal education as you can from an organization or academic venue where it’s not just about working a camera, but also exploring the culture of photography and technique.
The equipment is on top of that. If you’re entering the industry, search for areas that interest you and diversify as much as possible. For example, I avoided weddings because that didn’t fit my passion. I initially studied architecture, graphic design, and photography at the community college level, which fueled my passion. When asked about selling work, I always license it instead of selling outright. This sets a professional tone from the start.
In my seminars, I emphasize that images are licensed, not owned. My estimate forms clearly state ownership and licensing terms. ASMP offers resources for creating professional forms, which I highly recommend. Originally, my invoice was four to five pages long, but I condensed it to clearly show fees and expenses. Key clauses include license reusages not being released until full payment, and the importance of a retainer versus a deposit. I charge a 50% retainer upfront before an assignment, which gives the power to walk away if terms are uncomfortable.
Professional Photography Advice – Protecting Your Intellectual Property and Price Negotiations
Intellectual property is critical. Back in 2005, I discovered one of my images used on a company website without permission. I documented communication via email, contacted the director of marketing, and clarified usage. My contracts clearly state that images are non-transferable, and all third-party requests must go through me, Whittaker Photography. Educating clients and sticking to your terms reinforces the value of copyright registration.
Another example involved Hewlett Packard’s executive briefing center in Palo Alto. My image appeared in a publication without licensing. Through communication and negotiation, we reached a fair arrangement. The key lesson: always protect your intellectual property and communicate clearly with clients.
How to Develop Pricing
Usage, type of project, and time involved all affect pricing. I now work with a creative fee instead of a day rate. Day rates often exclude licensing, prep time, and project coordination. For example, photographing a 60-storey condominium required permits and coordination that day rates don’t cover. Discussing needs and licensing with clients ensures fair pricing.
Collaboration with other photographers is important. In one case, I and another photographer submitted similar estimates. Sharing pricing information helps maintain fair market practices without price-fixing. Tools like fotoQuote provide useful starting points for evaluating project pricing.
More Professional Photography Advice about Photographers and Licensing
Confused about Copyright Law? Resources are available specifically for photographers. Review our 10 Ways to Fight for Your Digital Rights as a Photographer blog for tips on protecting your digital rights as a creative professional.
About Steve Whittaker
West Coast-based photographer Steve Whittaker specializes in architectural, interior, and aerial photography for clients nationwide. His work spans industries from healthcare to hospitality and has been featured in Architectural Digest, Forbes, Time, and Architectural Record. Architects, developers, designers, and agencies rely on Whittaker Photography for striking, high-quality imagery. As a long-time ASMP member and photographry educator, Steve is always happy to share his professional photography advice.
Website: https://www.whittpho.com/
Copyright: All images belong to Steve Whittaker used by Cradoc fotoSoftware with permission of the copyright holder. Use of images or content by any person or entity other than Cradoc fotosoftware for any purposes is expressly prohibited.
