Description
"The master has failed more times than the beginner has even tried"
(please note I wrote this originally December 21, 2013. Many of the specific numbers may have changed, but the overall message is still the same)
This is part of an 'Information Series of journals
- Stand your ground, know your worth!
- [now reading]
- Artist Info: Conducting yourself professionally
- Client/Buyer info: How to go about commissioning an artist.
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BIG FAT DISCLAIMER
This is only a GUIDE to help you figure out your prices. Remember that ultimately only YOU can decide what you are comfortable with selling your art for and what you believe your art is worth. What you find in this journal are suggestions based on the art industry standards and my own experience.
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Introduction
For now, try to forget about the term 'industry'. 'Industry' does not mean 'pro', it just means the art world. Industry is referring to the job of being an artist. That's it. If you're taking commissions, you're part of the industry.
Now I will say here that not everyone is ready to go into the art industry, and a lot of people will jump in before they are ready causing uncertainty and confusion in their work. (Am I charging too much? Why am I not selling anything? Are my commissioners happy with what I do? What if they are not happy?)
I understand this because I was the same way when I first started, and I didn't get a good grasp of this until well after college. Basically when it comes down to it, the art industry is hard. It can be unfair - and it is - and it can be ruthless. If you are not confident and sure of your work, then keep in mind as a thought that it's possible you're not ready to take money in exchange for it.
If you feel you are, then read on and I hope this information helps guide you.
Is this actually a commercial commission?
First, we must consider that there are 2 main types of commissions: Commercial Work and Private Commissions.
It's important to first identify if a commission is commercial or not. Basically, if the work is for ANYTHING other than for private/personal use it's likely commercial work. Surprisingly enough, a LOT of jobs will fall into this category - so be careful! It's important to keep in mind that with commercial work you must account for legalities such as copyright and licensing.
If a commission is in the 'commercial' category - at all - I HIGHLY suggest you pick up a copy of "Graphic Artist's Guild Handbook of Pricing and Ethical Guidelines" . This book will cover everything in detail for commercial work and even include sample contracts. I suggest always keeping an up-to-date copy since the industry is always changing.
Some examples of commercial work: Logos, video games, website graphics (don't confuse this with something like a journal graphic. It's commercial if the graphic is literally for the website itself, not uploaded by a user of the site), advertising illustration, production work (concepts), book illustration, editorial illustration, packaging, fashion, greeting cards, architecture, postage stamps, comic books, maps, etc. All of these are commercial works which you may run across in the DA forums and other places.
Beware of 'Work for Hire' jobs. If a job asks you to sign a contract that the commission is 'Work for Hire', be aware that this type of job means that you are giving 100% of the copyrights to the client. Period.
**All numerical figures and paraphrased content are culled from the GRAPHIC ARTISTS GUILD'S PRICING & ETHICAL GUIDELINES HANDBOOK 12th ed. 2007**
I grabbed this from Whatafool's journal but only included SOME of the guidelines that I believe are most relevant to those here on DA.
THIS LIST IS MOST RELEVANT TO COMMERCIAL JOBS
GRAPHIC DESIGN______________________________________________
*Salary Averages*
entry-level (1 to 2 years out of school)..........$29,000-36,000
designer....................................................$32,000-45,000
senior designer...........................................$42,000-61,000
Median Freelance Rates (per hour)
designer.......................................................$40
senior designer..............................................$60
creative director/designer...............................$75
Corporate Logos
Major Corp........................................................$4,000-25,000
Minor Corp........................................................$1,500-12,000
Logotype
National/large company...............................$7,500-15,000
Regional/small company..............................$2,000-6,500
Individual..................................................$1,000-3,000
ILLUSTRATION_______________________________________________
*Salary Averages*
1 to 3 years experience..................................$32,750-44,500
3+ years experience......................................$42,750-60,000
specialized illustrator......................................$53,500-76,750
^(technical, medical, scientific, cartoon)
(The Handbook is vague about illustration hourly rates, as most freelance projects are those with an agreed upon fee specific to the job. But hourly pricing should be comparable to that of graphic design. These prices are from my experiences and what I have seen)
Illustration Freelance Rates (per hour)
amateur to entry-level.......................................$15-30
illustrator.........................................................$25-70
senior illustrator................................................$70+
Book Covers - hardcover
major title..................................$3,000-3,500
small print run............................$2,000-3,000
small press................................$1,200-2,500
textbook....................................$1,200-2,000
young adult/chapter....................$2,000-3,000
Music Packaging (popular & rock)
major studio/distribution..........................$1,500-6,500
small studio/distribution...........................$1,200-3,000
Retail products - (T-shirt designs are requested a lot on dA. PAY ATTENTION!)
apparel..............................................$1,800-4,200
electronics..........................................$1,200-3,500
gifts/novelties.....................................$1,200-3,000
sporting goods (ex. skate decks)...........$750-2,000
toys/games........................................$2,500-6,000
^additional fees (% of original fee)
sale of original art.....................................100-250%
rush fee....................................................20-150%
total copyright transfer...............................100-200%
transfer of legal authorship and all rights......125-300%
COMICS___________________________________________________
Comics Rates (per page)
writing...............................................$75-120
painted art.........................................$300-400
pencil art...........................................$100-250
ink art...............................................$75-200
lettering............................................$40-50
coloring.............................................$100-150
additional fees
rush fee.........................................................50-200% of original fee
"Kill Fees" - Cancellation & Rejection Fees ______________________
How many times have you heard "I decided I don't need you" or "I found another designer" from a client whilst working rigorously for them? Well, contrary to the claims from clients who believe they don't need to pay you if they aren't going to use your work or don't need you to finish, they most certainly do. And there are specifics on the matter to boot.
Cancellation-
A cancellation fee occurs when a client halts progress on a project due to unforeseen circumstances or any other reasons beyond the artists control. All rights transfered to the client, agreed upon in the contract, are still valid for what work is completed by the artist.
Averages (% of original fee) Illustrators Graphic Designers
prior to completion of sketching stage................25%.........................40%
after sketching stage, prior to finished work........50%.........................80%
after completion of finished work.......................100%......................100%
Rejection-
a rejection fee occurs when a client halts progress on a project due to dissatisfaction/no desire to finish project. All rights transfers written in the contract are not to be obtained by the client, and any completed work may not be reproduced by the client.
Averages (% of original fee) Illustrators/Graphic Designers
prior to completion of sketching stage..............................................21%
after sketching stage, prior to finished work......................................42%
after completion of finished work....................................................100%
Pricing Private Commissions
A private commission includes work done for personal use only. Original paintings, and digital works that are only used for things like desktop backgrounds, journal graphics, personal icons, RP forums etc. Basically it's NOT being used for anything other than the commissioner's own use.
But how to figure out what to charge? There are some specific things to consider to figure this out.
Illustration_- Digital and Traditional_________________________________
First let's re-cap the industry standards for illustration artwork:
Illustration Freelance Rates (per hour)
Amateur to entry-level.......................................$15/hour - $30/hour
Illustrator.........................................................$25/hour - $70/hour
Senior illustrator................................................$70+/hour
I know right off that many that are new to commissioning may feel uncomfortable charging $15/hour, and I understand that. But, it does not mean that you should be charging $3/hour - that's just ridiculous!
Basically, you're going to find your pricing by following this equation:
Hourly Rate x The number of work hours + Materials
Then, it's just up to you to figure out each element of the equation.
Time spent on the actual commission:
This is the most important and determining factor of commission prices. Ultimately you want to have both speed & quality. If if takes you a really long time to finish a commission, consider how much $/hour you are making. If you charge $20 for a piece but it takes you 4 hours to complete it, you are making less than minimum wage at a mere $5/hour. You need to figure out exactly how long it takes you to do a commission, and you may need to sit down and actually time yourself to know for sure. Remember that not only are you spending time on the commission in particular, but think about all the hours and hours you spent learning the skills you have in order to complete said commission.
For those just starting out in the commission world, try to aim for at least $8/hour. This is incredibly far below what you should be charging, so I want to make it clear this is for those just starting to take commissions that are not sure of where they fall on the pricing scale. Essentially though, $10/hour is the lowest you want to go for art (and that's still not very much).
A good goal to always keep in mind is 'speed and quality'. The faster you are able to work while still producing good quality art will in the end give you a better hourly rate.
Many artists have trouble pricing their work when they first start, and will continue adjusting prices throughout their career. It's completely normal to adjust prices accordingly as you become more familiar with your work.
Miscellaneous time spent in relation to the commission:
Keep in mind that there may be more time spent on the commission than just the actual work on it. Consider the following:
- How many hours of communication will there be? (If there is a lot of back-and-forth, progress approvals, etc. Consider this on bigger projects)
- How long will you need to gather references?
- If the commissioner does not have a visual reference, how much time will it take to read the description and essentially design the image based on this?
Cost of materials:
For digital programs did you have to purchase any software? You may not need to add this, but it's something to consider in the end.
For traditional work, about how much did your materials cost? Factor this into the price for each piece.
Flat Rate vs. Hourly Rate
In order to determine a flat-rate cost for a commission first you'll still have to decide on what to charge per hour. Then, you can figure out how long each commission takes to reach your flat rate price.
So say you decide that your hourly rate is $10/hour. If you offer a commission for a flat rate of $20, consider how much time you should allot for the commission: about 2 hours total.
DA Points:
I hate these. I really do. PLEASE be aware of the points to $ conversion and adjust to real currency. Use this converter to see how much points really give you. 200 points for example is only $2.50, so unless the commission only takes you 15 minutes it's time to re-evaluate the prices.
It makes me very sad to see some commissions for essentially less than $1 each. Guys, you're not a vending machine
Ask yourself, is it worth it?
If you finish a commission and feel regret at the work you put into it vs. the amount you were paid, there's a good chance you are undercharging - and under-VALUING your work. This is always a good time to re-evaluate your commission prices. When you are first starting out, adjust your commission prices as often as you need to. Do not be afraid to raise your prices! You know how much you are worth and you have every right to adjust prices accordingly.
On this same note, don't let people guilt you into lowering your prices (including yourself). Remember that there is a reason they are coming to you for a commission instead of doing it themselves - they want to make use of your skill and expertise.
"But I'm just a hobbyist that does it for fun"
This is quite honestly one of the more frustrating statements I've ever heard. No matter what you call yourself, if you are taking a commission it is a JOB. Thus, you should be conducting yourself the same way as anyone else taking a commission. Remember that you are putting in the SAME amount of work as anyone else would be, so you should be getting compensated for your efforts and skills.
"I'm only taking cheap commissions for practice to get better"
If this is the case, then you are not ready for commissions. Instead focus on trades or even requests.
Things NOT to include in the price
Sometimes even you will add time to the commission, but if this is the case NEVER charge the buyer extra for it!
More often than not I'll put in a little extra time to get that one detail juuust right, or fix this or that. Sometimes I just can't seem to stop and go overboard...but unless it's decided first between you and commissioner, never ever add extra charges that they didn't ask for.
Sculpture_- Art Dolls_______________________________________________
Although dolls are not covered in the Pricing and Ethical Guidelines Handbook, I'll try to cover it a bit here with the help of ZombieHun . This section will likely be edited/updated for better info and feedback.
Remember that even with dolls and sculpture there is still amateur to pro work. With this in mind, much of pricing an art doll will be similar to pricing 2D work except there will be a much larger material cost.
There is no true hourly rate here, but let's base it off this:
Hourly Rate
Amateur to entry-level.......................................$10-15
Seasoned.........................................................$15-50+
Time spent on the actual commission:
Again, you may need to sit down and really time yourself out on this one to get a feel for about how long it will take you to make a certain type of doll/sulpture.
Miscellaneous time spent in relation to the commission:
Are you going to have to do a bunch of research to find specific material for the commission? How about any time spent sketching out the design?
Cost of materials:
Along with time, cost of materials will be a huge factor in pricing. With this you may need to do a bit of shopping around to find the best deals on materials.
Always price your work to account for the shipping costs for materials you had to order
Things to keep in mind regarding purchasing materials:
Always remember that you can almost NEVER purchase the exact quantity that you need. You are often required to purchase in bulk. So if you do not already own said material and someone wants to commission for it, you have to put those costs in the forefront.
Bulk purchases:
- Fabric
- A yard of decent fabric can run anywhere between $20-$60 a yard and it is highly dependent upon the vendor. If you are restricted to internet purchases, your shipping costs will jack up your price with an additional $15 MINIMAL on an order. Price goes up with the more you buy.
- Clay
- You buy clay by the pound, and a high quality clay can range from $15-$20
- Casting
- Hazmat material will always be expensive and its respective shipping has a set price standard due to the hazardous material. Hazmat shipping's lowest cost that I've seen starts at $20 no matter how TINY your order is.
If you buy just a starter kit, it will yield a couple tiny projects. your kit will cost $50. add $20 hazmat shipping.......... and thats not even buying in bulk
Buying in bulk (for those that make dolls a lot) mold material is $180 and the resin is $80. Tack on $40 hazmat shipping.
- Armature
- You can use wire, that is your cheapest option. Less than $10 for several feet. Your wire cutters will be at least $20. If you want to be part of the big league, get ball socket joint. Purchasing by the foot will cost you between 3-4 dollars dependent upon the size. THEN you pay for shipping
- Stuffing
- This can be cheap but if you're in a location that isn't cheap, this can be your nightmare running up to 5 dollars for a small bag versus 5 dollars for a pillow sized back from walmart.
- Extras
- eyes, paint, beads for jewelry, other nicknacks. prices will vary depending upon the authentic look you are going for. Real bones are more expensive than their cheap toy counterparts. Ceramic or metal beads will be more expensive than their cheap plastic counterparts.
There will also be some leeway for dolls that may justify 'cheaper' sales. Dolls that were experiments, didn't work out right, have problems or flaws, etc. may qualify for a discounted price.