How to Price Portrait Photography Using the Decoy Effect (Dubai Market Guide)

What Is the Decoy Effect?

The decoy effect is a pricing strategy where you introduce a third option designed to make one of the other options look more attractive.

It’s commonly used by brands like Apple and Netflix in their pricing tiers.

Instead of offering:

• Package A

• Package B

You offer:

• Package A

• Package B (Best Value)

• Package C (Decoy)

The decoy isn’t meant to sell the most — it’s meant to push clients toward your preferred package.

Why It Works for Portrait Photography in Dubai

Dubai clients (especially corporate, personal branding, and social media clients) often:

• Want premium results

• Compare value, not just price

• Don’t want to feel like they’re choosing the “cheap option”

The decoy effect helps them feel smart about choosing a higher-tier package.

Example: Portrait Pricing Without the Decoy

Basic Portrait Session – AED 600

• 45 minutes

• 5 edited photos

• One outfit

Premium Portrait Session – AED 1,200

• 2 hours

• 15 edited photos

• Multiple outfits

• Studio lighting setup

Most clients hesitate here. The jump from 600 to 1,200 feels big.

Now Add the Decoy

Basic – AED 600

• 45 minutes

• 5 edited photos

Standard – AED 1,100 (Most Popular)

• 90 minutes

• 12 edited photos

• 2 outfits

• Studio lighting

Premium – AED 1,250

• 2 hours

• 15 edited photos

• 3 outfits

• Studio + lifestyle setup

Now look at the psychology:

• Premium is only AED 150 more than Standard

• Standard suddenly looks like incredible value

• Basic feels limited

Most people will choose Standard.
Some will upgrade to Premium because it feels like a “small jump.”

Your average sale increases.

How to Structure Your Portrait Packages (Step-by-Step)

1️⃣ Decide Your Target Package

Before pricing anything, ask:

Which package do I WANT most clients to book?

That’s your anchor package.

For many Dubai photographers, this is the personal branding session priced between AED 900–1,500.

2️⃣ Create a High Anchor

Your highest package should:

• Be noticeably more premium

• Include extra time or deliverables

• Not be dramatically more expensive

This makes the middle package feel safe and smart.

3️⃣ Make the Middle Package the “Hero”

Label it clearly:

• ⭐ Most Popular

• Best Value

• Recommended

This subtle nudge significantly increases conversions.

4️⃣ Avoid Too Many Options

Three packages work best.

Too many options create decision fatigue — especially for busy professionals in areas like:

• Downtown Dubai

• Dubai Marina

• Jumeirah

Keep it simple.

Real Dubai Market Example: Corporate Headshots

Option 1 – Quick Headshot (AED 500)

• 20 minutes

• 3 edited photos

Option 2 – Executive Branding (AED 950) – Most Popular

• 60 minutes

• 10 edited photos

• Multiple backgrounds

• Outfit change

Option 3 – Corporate Branding Pro (AED 1,050)

• 90 minutes

• 12 edited photos

• Team + individual shots

Now Option 2 feels like the smart choice.
Option 3 is the decoy — slightly more expensive but not dramatically better.

Common Mistakes to Avoid

❌ Making the decoy too expensive
❌ Making the decoy too weak
❌ Undervaluing your middle package
❌ Not visually highlighting your preferred package on your website

Bonus Tip: Use Price Framing

Instead of saying:

“AED 1,100”

Say:

“Only AED 1,100 for 12 professional portraits.”

Even better:

“Less than AED 100 per professionally edited image.”

Now it feels like value.

Final Thoughts

The decoy effect is not manipulation.
It’s decision architecture.

When structured properly:

• Clients feel confident

• You increase average booking value

• Your pricing looks premium

• You avoid discounting

For a competitive market like Dubai portrait photography, smart pricing can matter more than lowering rates.