This article is relevant to our North American customers as it is based on the US and Canadian market. For strategies aimed at the UK market, view strategies for the UK market.

Table of contents

• Overview
• Basic strategy
• Sample product packages
• The takeaway

Overview

Ready to create your product packages? This guide will show you some tried-and-true tricks to help you get the most out of your package creation.

Basic strategy

Here are some important points to keep in mind when creating product packages:

• Packages should be an assemblage of the items that customers can purchase individually, but at a lower price point. With packages, customers should be enticed to order more than they would if they shopped à la carte because they’re getting a good deal when they choose the package.
• **3–5 packages are just the right amount** to appeal to customers at a variety of different price points. When photographers include much more than that, customers can get overwhelmed and have a hard time choosing. Each of the packages should have a unique appeal and clearly stand out.
• **Only include print products in your packages** so that you can add downloads as an upselling option, and customers who want gift items will be incentivized to add them on top.
• **Packages should also make sense from a price and value standpoint, starting with the lowest value and gradually increasing,** so we’ll start with the cheapest package and build on from there.
• **Name your packages something catchy.** We've called the packages below A-D for clarity, but you should definitely go with something to draw your customers in.

Sample product packages

We've created a breakdown of our recommendations for which items to include in each package level, depending on your job type. We've also added our suggestions for upselling and restrictions to give the most purchasing incentives.

Package D: your basic package

We recommend adding a basic package for photographers who need to meet school district requirements without undermining their premium offerings. It shows a commitment to affordability while naturally guiding customers toward your more exclusive, higher-value packages.

Package C: your cheapest* package

For the cheapest package, we recommend excluding the most popular print item: the 8x10. This package should be an option for parents on a budget who are looking for a deal. It still provides an incentive for them to upgrade to a higher-priced package that includes their favorite print items.

*excluding the basic package

Package B: your mid-price package

Include more poses and popular print sizes than Package C — but still positioned below the premium Package A.

Package A: your most expensive package

Package A should include the best value: favorite print sizes, multi‑pose flexibility, and full upsell options.

"Download all" package

We recommend adding a Download All option to your price profile for most job types. This is because multi-pose scenarios have a high-profit margin, and digital downloads cost you nothing to produce. We do not recommend this for dance jobs due to the inherent variability in the number of poses available for each dancer. In this scenario, we suggest offering packages with different quantities of downloads instead (as in Package C).

The takeaway

Crafting effective product packages requires careful layering of value:

1. Start with a basic package that lowers the entry barrier.
2. Add mid-tier options that include popular prints and pose flexibility.
3. Offer a premium package with full features and upsell appeal.
4. Use clear naming and pricing progression to guide buyers.

This structure helps customers see value and encourages upgrading.