What markup should I use for prints?

Fine art prints typically use a 2.5-4x markup on total cost. A 3x markup gives a 67% profit margin. Gallery prints may command 4-5x. Commercial prints for décor or corporate clients can range from 3-6x depending on exclusivity and presentation.

What costs should I include?

Include the print itself (paper, ink, lab cost), mounting or matting, packaging materials (tissue paper, backing board, tube or flat pack), shipping or postage, and your labour time for ordering, quality checking, packaging and posting.

How do I account for my time?

Track the actual time spent per print order: preparing the file, placing the lab order, quality checking the print, signing/numbering (for limited editions), packaging, and posting. Even 15-30 minutes per order adds up and should be costed at your hourly rate.

Should I offer free shipping?

Many photographers build shipping into the print price so it appears free. This simplifies the buying decision. Just ensure your total cost calculation includes shipping before applying the markup multiplier.

Print Pricing Calculator — Calculate Print Retail Prices

Calculate profitable print prices by factoring in materials, labour, shipping and your desired markup.

Print Cost

Lab printing cost

Packaging Cost

Tube, board, tissue, etc.

Shipping Cost

Postage or courier cost

Labour Time

Your time per print order

Your Hourly Rate

What you value your time at

Markup Multiplier

2.5-4x is typical for fine art

How We Calculate This

The print pricing formula accounts for all costs plus a profit margin:

Total cost = print cost + packaging + shipping + labour

Labour cost = (minutes / 60) × hourly rate

Retail price = total cost × markup multiplier

Profit margin = (retail price - total cost) / retail price × 100%

A 3x markup produces a 67% profit margin; a 2x markup gives 50%.

Frequently Asked Questions

Related Calculators

Photography Rate Calculator

Calculate your photography day rate based on annual costs, target income and shoot frequency. Price your services profitably and sustainably. Free online calculator.

Package Calculator

Build photography packages with itemised pricing for sessions, prints and digital files. Create tiered offerings that clients understand. Free online calculator.

Travel Cost Calculator

Calculate travel costs for on-location photography including mileage, fuel, accommodation and time. Quote clients accurately for distant shoots. Free calculator.

Equipment Depreciation Calculator

Calculate camera equipment depreciation and true cost per shoot over its useful lifespan. Factor gear costs into your pricing accurately. Free online calculator.

Studio Rental Calculator

Calculate studio hire costs including hourly and day rates, equipment fees and assistant charges. Budget studio expenses for client projects. Free online calculator.

Last updated: February 2026

All calculations are estimates based on standard optical and photographic formulas. Results may vary with specific equipment.