Illustration/Design Fees: A sticky subject

Have you noticed that "fees" have become that unmentionable and awkward f word? It can throw off an entire client consultation. And WHY? Well part of the problem is that illustration and design fees can be very vague. There are a lot of factors that impact the price. I did a little research on the internet, and I found some interesting methods of determining a price standard for artwork (we're talking graphic design and illustration work here). Gabe Lanza suggests that it's your lifestyle that determines your price point.

As you know, the amount you charge for your Illustrations depends largely on how much you need to make in order to survive. This means that you need to determine expenses such as rent, utilities, marketing and promotion, supplies, and many other costs of doing business. One thing that is also important to factor into the equation is your own idea of a satisfied life. 

What kind of life do you like to live? 

Where are you located? 

What level of comfort do you try to maintain?

What luxuries do you desire?

What does success mean to you?

If this is the case, I better find myself some high clientele! Cause no one wants to live in a cardboard box! But it's just not as saying "I'm going to charge a premium price for my design/illustration work" when you're just starting out in the industry. Everyone wants to see that your portfolio justifies the price. And while you think so, and I might think so too... since we are a talented, creative group; the fact is we're still just newbies in this business. So where do we start? 

I think you have to have a flexible price structure and build up a price point as you go. This is largely why I haven't posted my rates on my website. Fees depends on a number of factors - i.e complexity, external print costs, etc. It also depends on the client's budget. I've done simple business cards for a nominal $250 design fee (plus printing costs on top of that), and a website for roughly $650... but I think if my clientele was more established I would have charged more. So here's a good gauge for pricing your work (based on my research):

Book illustration
The following rates are based on A4-size projects. Rates can be increased depending on detail required, research involved and conceptual input required. For ‘one-off’ or single illustrations paid on a flat fee without royalties add 20 per cent; for online usage, a limited time agreement of a maximum of two years and an indication of the type of access should be specified. The rates are exclusive of GST.

Roughs
• Black and white $65
• Colour $95

Black and white book illustration
• Quarter page or chapter head $215
• Half page $340
• Full page $455
• Double page spread $575

Colour book illustration
• Quarter page or chapter head $300
• Half page $475
• Full page $675
• Double page spread $900
• Cover $1300

Graphic Design
Standard Price for Custom Business Cards

• $150.00 for full color, 2 sided business card artwork
• Standard Price for Post Cards or Flyers, 4 × 6 inch, or 5 × 7 inch  $200.00 for full color, 2 sided post card or flyer artwork  

*Rates may vary for custom size post cards or flyers, so you should ask clients to contact you for a  quote.

Miscellaneous Custom Artwork for Printed Marketing Materials  

• Logo Artwork (simple $200, complex $450 up) 
• Advertising Artwork ($250 up)  
• Newspaper Ad Artwork ($250 up) 

Even with this being said, there are going to be projects where you know (for a fact) that you are being underpaid, but you take it because

1. It seems like an amazing project and you want to be part of it no matter what.
2. Your client is just starting out and they don't have the budget.
3. This is a returning client, so the job flow justifies the price.
4. This is an opportunity to get published and get your name out there.

So whatever you decide, just know that you can change your pricing structure as you see fit. This is a fluid job, so there's no rigid and set guide to pricing your work. Good luck out there!