How to Price Your Art

Written By Anoosha Syed

One of the hardest aspects of being an artist is figuring out how much to charge. Whether you're working on a picture book, editorial illustration, or a commission, pricing can feel overwhelming. You don't want to price too high and scare off potential clients, but you also don't want to undercharge and sell yourself short.

It’s stressful, but it doesn’t have to be!

I’ve created a comprehensive video guide to pricing your art. Below is a quick overview of what I cover.

Understanding the Basics of Pricing

When I started, I had no idea what to charge. I would either pull a number out of thin air or accept whatever the client suggested, thinking that was the industry standard. But looking back, I see I was severely undercharging myself—something that’s unfortunately common in our industry.

The problem is, pricing isn't often discussed in art schools, and many new artists don’t know how to confidently price their work.

So, here’s some advice to help you price your work fairly and sustainably.

Should You Ever Work for Free?

The answer is simple: NO!

You should never work for free. Art is a valid career, and your time and skill deserve compensation. Don’t let anyone convince you that exposure or portfolio-building is enough payment—exposure doesn’t pay the bills. While some smaller clients may try to get you to work for free, you must recognize your value.

If a client asks you to do "spec work" (a sample that may or may not turn into a full project), consider negotiating a small fee for your sample. If they’re serious about hiring you, they'll pay for the sample.

At the end of the day, working for free undermines the value of your work and sets a precedent for future projects. Always make sure you're getting paid fairly.

Flat Fee vs. Hourly Rate: Which Should You Choose?

Hourly Rates: (Time-based pricing)

  • An hourly rate is based on how much time you spend working on the project. For example, you may decide to charge $65 per hour or $250 per day, depending on your experience and what feels fair to you.

  • This works well for ongoing projects or ones with undefined timelines. It's easier to track your time and ensure you're compensated fairly for every hour worked.

  • However, an hourly rate doesn’t account for the value of your work—just the time you spent creating it.

Flat Fees: (Value-based pricing)

  • A flat fee is determined by the value of the work you're delivering, rather than the time spent on it. For instance, if you’re illustrating a magazine cover, you might quote $1000 for the entire project. This payment is agreed upon in the contract before you begin.

  • Flat fees can vary based on the scope of the project and client, but it allows you to account for how much the client is going to benefit from your work, rather than just how long you spent on it.

In general, flat fees are more commonly used in the illustration industry, as they are easier to manage and give both you and the client a clear number to agree on upfront.

How to Calculate Your Hourly or Day Rate

To determine your hourly or day rate, you need to know how much you want to earn in a year. Here’s a breakdown:

  • Annual Salary:

    • Estimate your total yearly expenses, including personal and business costs (e.g., rent, health care, supplies, taxes). Add 10-15% for unexpected costs and savings.

  • Workdays:

    • Decide how many days you’ll work each year. Let’s assume 231 working days, accounting for holidays and vacation.

  • Rate Calculation:

    • Divide your desired annual salary by the number of workdays. Then, divide that by 8 (the number of hours in a standard workday) to get your hourly rate.

For example, if you want to earn $60,000 a year, divide it by 231 days, and then divide that by 8 hours for a day rate of $259.74 and an hourly rate of $32.50.

This is the minimum rate you need to cover your expenses. You can adjust this rate based on your experience, demand, and client types.

Factors That Impact Your Pricing

Flat fees should be calculated differently for each client, and is dependent on how it is used by the client and how much value it brings them. Below are some factors that can influence this:

  • Client Size: A small business can’t pay as much as a large corporation. Adjust your fee based on the client’s budget.

  • Rights: The more rights the client wants (e.g., worldwide usage, exclusivity), the more you should charge.

  • Usage and Distribution: How many people will see your work? A magazine cover seen by millions is worth more than a small logo for a local shop.

  • Location: Prices can vary based on the client’s location. US-based clients, for example, tend to have higher budgets than clients from other parts of the world.

  • Workload: The more complex the project (e.g., a 32-page picture book vs. a single illustration), the more you should charge.

Research Your Pricing

If you’re unsure about what to charge, there are several resources available to help:

Additionally, don’t hesitate to ask your colleagues or other artists in your community for insights. We’re all in this together!

Negotiating Your Rate

Once you've determined your rate, it’s time to negotiate. Don’t be afraid to advocate for yourself—negotiation is a crucial skill. Here are some tips:

  • Don’t Underestimate Yourself:

    • If clients are quick to accept your quote, you may be underpricing your work.

  • Raise Your Rates When Needed:

    • If you're turning down clients because you're booked, or if your work is in high demand, it’s time to raise your rates.

  • Include Revisions:

    • Set a clear number of revisions included in your quote and charge extra for additional changes.

Pricing your art can be difficult, but once you’ve done the math and understand the value of your work, it becomes much easier.

Use these guidelines to help you price fairly, and remember, you’re not just charging for your time—you’re charging for your skill, experience, and the value you provide to your clients.

✸Struggling to set the right price for your work? I can help!✸

Book a consulting session with me to dive deeper into pricing strategies, learn how to value your art, and confidently tackle client negotiations.

Anoosha Syed
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