Photography, printing and design businesses

Kinds of creative businesses

Choose a niche

Generalists compete on price. Specialists can charge for expertise. Pick a niche by:

• Client type: real estate agents, restaurants, tradies, not-for-profits
• Style or service: product photography, packaging design, event video, brand identity
• Location: owning a region’s market for weddings or local business work.

Build your portfolio around it, so prospective clients see exactly what they’ll get.

Pricing

Many creatives undercharge. Work out your minimum rate:

1. Add up your yearly costs: equipment (and replacing it), software subscriptions, insurance, marketing, travel, accounting, phone and internet.
2. Add what you need to earn.
3. Divide by the hours you can realistically bill. Editing, admin, quoting and marketing take a lot of unbilled time.

Then package your work:

• Packages with clear inclusions (hours, number of images, concepts, formats).
• Revision limits: for example, two rounds of changes, with extra rounds charged.
• Usage or licence fees for commercial work, based on how and where the work will be used.
• Deposits to secure bookings, and payment terms for the balance. See Getting paid.

Client agreements

Use a written agreement for every job. It should cover:

• What you’ll deliver, in what formats, and by when
• Fees, deposit, payment terms and extra charges
• Revisions included, and the cost of more
• Who owns copyright, and what licence the client gets (where, how long, for what)
• Credit and moral rights
• Use of the work in your portfolio
• Cancellation, rescheduling and what happens if you can’t attend
• Client responsibilities (approvals, access, supplying content they have rights to)
• Storage and archiving of files after delivery

Have a lawyer check your template. Unfair terms in standard form contracts with consumers and small businesses can be challenged, so keep cancellation fees and other terms reasonable. See Contracts and legal basics.

Copyright and licensing

Copyright is the core of a creative business.

• It’s automatic. The Attorney-General’s Department explains that copyright protection is free and automatic in Australia, with no registration system. Websites that offer to “register” copyright for a fee can’t guarantee protection.
• Who owns it. Generally the creator owns copyright when the work is made, or in some cases their employer. Ownership can be sold or assigned to someone else. There are special rules for some commissioned work, so put ownership in writing every time.
• Assign or license? You can assign (sell) copyright to the client, or keep it and grant a licence that sets out how they can use the work. Many creatives keep copyright and license usage, charging more for broader or exclusive rights.
• Moral rights stay with the creator and can’t be assigned or licensed: the right to be credited, not to have work falsely attributed, and to have the integrity of the work respected. Agree up front how you’ll be credited and whether the client can alter the work.
• Others’ material. Fonts, stock images, music, templates and brand assets all have licences. Make sure you and your client have the rights you need, and keep records.

Releases and permissions

• Model releases: get written permission from people you photograph or film, especially for commercial or advertising use. Parents or guardians sign for children.
• Property and location releases for private property, and permits for some public places (check with the council).
• Events: tell guests if they may be photographed or filmed, and respect requests not to be.
• Privacy: photos of identifiable people can be personal information. Store client files securely and only share them as agreed. Check whether the Privacy Act applies to your business.

Protecting your work and files

• Back up everything, with copies in at least two places, one off-site or in the cloud. A lost wedding shoot can’t be redone.
• Deliver securely through client galleries or file-sharing links with sensible permissions.
• Watermark proofs if you’re worried about unpaid use.
• Keep records of agreements, licences and releases.

See Cyber security and backups.

Finding clients

• Portfolio website showing your niche work, with clear packages and an easy enquiry form. See Building a small business website.
• Referral partners: venues, planners, agencies, printers, web developers and marketers.
• Social media for visual work, especially short videos showing your process. See Video marketing on a small budget.
• Directories and associations in your field.
• Reviews from happy clients, which must be genuine. See Networking and referrals.

Be honest in your marketing: only show work you created (or credit collaborators), and don’t overstate experience or results.

Common questions

Who owns the copyright in work I create for a client?

Generally the creator owns copyright when the work is made, or in some cases their employer, and ownership can be sold or assigned. There are special rules for some commissioned work, so put ownership in writing in every client agreement.

Do I need to register copyright in Australia?

No. Copyright protection is free and automatic in Australia, with no registration system. Websites that offer to ‘register’ copyright for a fee can’t guarantee protection.

What are moral rights?

The creator’s rights to be credited, not to have work falsely attributed, and to have the integrity of the work respected. They stay with the creator and can’t be assigned or licensed, so agree on credit and changes up front.

Do I need a model release to photograph people?

Get written permission from people you photograph or film, especially for commercial or advertising use, with parents or guardians signing for children. Get property releases for private property, and check council permits for some public places.