Pricing and negotiation advice for new illustrators

If you’re an illustrator just starting out, it can be tricky to find work, but what can be even harder is pricing and negotiating with clients. During my time as a self-employed professional illustrator (roughly from around 2005-2018), I worked on many interesting projects, mostly for excellent clients. Some though, led me on quite a dance (and not the fun kind). Here are some thoughts which may be of interest to newer illustrators, or those who are newer to getting commissions from clients.

Some clients may lack awareness rather than be intentionally dodgy, but as I was newer to the illustration industry, I didn’t really know how to handle it. If I knew then what I know now.. Well, I didn’t so I thought I’d share some thoughts with you.

Before I start any work, I:

1) Ask questions
2) Agree on a brief
3) Send over a terms sheet (contract)

Maybe you’re afraid of “scaring away” a client, but it also sorts out the serious clients from the time-wasters. Seriously, even though it seems mean to call novice clients time-wasters, that’s what they can end up doing - wasting your time!

Some of the details might not seem important to you. However they could affect the price!

Here are some of the things I ask before pricing and making the contract:

Brief: (e.g. design a poster for a cycling event in the city)

What is the size: (e.g. A3)

What’s your time-scale for finals/roughs? (e.g. on August 29th by 6pm)

What format will be the image appear in? (e.g. in print, online, on a website, on packaging, on a billboard, in a book, on tv, in an animation etc)

Where will the image/ product appear? (e.g. sold in shops - which country/region, online etc)

What’s the quantity? (e.g. if it’s a book, how many copies)

This will be licensed/Artist gets to keep the copyright: (Clients, especially newer ones may be under the impression that commissioning you means they own the art. That’s not necessarily the case. When I worked as an illustrator, I licensed most of my illustration to the client. I kept my copyright, mainly to show it in my portfolio. I emphasised that it would be an exclusive licence, meaning that I wouldn’t let another client use the design).

Client keeps copyright: This should cost a lot more! They could make merchandise from your art!

Credit: Don’t take it for granted that you’ll be credited. Specify it in your contract.

There are other things as well such as cancellation fees, rejection fees and some other legal points.

The client might not have thought of all these things - but to be honest, if they haven’t , have they actually researched their project/product? Harsh maybe - and of course you won’t say that to them…! What this means is, you know the value of your ideas and skills and they should respect and recognise that, with terms and suitable fee/s!

Some people prefer to talk it over. Even then, confirming it in writing (e.g. via a contract or at least an email) is important because if people verbally agree something, either said might forget (genuinely or otherwise). This can lead to all sorts of problems.

When I was a member of the AOI (Association of Illustrators), there was a great template for terms that I used for my jobs. They also give you advice and you can get a space on the website. I did get a few enquiries for jobs come that way. It can be pricy to join the AOI, but if you’re able to afford it I’d suggest giving it some thought. I do believe that you can deduct professional membership organisation fees from your business expenses as well.

Most of the resources are for member only but the AOI also have a brief article about pricing here.

The AOI (as I remember) also do a price survey.

PS. Why is it important to consider average pricing?

Some clients want to pay as little as possible! If (especially newer) artists charge very low prices because they’re afraid to charge higher, it can make life difficult for other artists who are charging what they need, in order to make a living.

I hope you find some of this helpful!

Part of the purpose of asking questions is to find out more about the project, so you can create something that is truly tailored - it could be worth reminding the client about this.
Apart from the AOI terms I mentioned, there are probably some other terms/ contract templates out there. which you can modify. If you cannot organise that for the time being, an email could be better than nothing as a reply could contain answers/give you information about the project.

Wishing you joyful illustrating, painting the world in your style and getting paid!

Photo: JD Weiher
Thumbnail photo Photo: GR Stocks

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