How to price your artwork for freelance work

For a while now I have been giving pricing suggestions to artists in the projects forum.  I've had many requests and given a lot of advice.  It is getting to the point where there is so much demand that I just can't keep up on the reviews, so I thought I might lessen the burden a little and help you learn how to price your own artwork.

The problem with pricing your own work is that your opinion is not objective.  You may think that your art is better or worse than it actually is.  This is normal, but to get the best evaluation of your art you should ask for help outside your immediate family and friends.  Remember, the project forum is intended for this very purpose.  After following all the steps outlined in this article I implore you to make a thread in the project forum asking if your pricing assessment is accurate.  For example "Is my art worth $XX USD?" would be an appropriate title for your thread and would help you decide on a final commission price.  Please keep an open mind when doing this since members of the DeviantArt community tend to be blunt.  Only ask if you're willing to listen to constructive criticism.  You may not even be ready for commissions at all.

I.Time

The first thing you must consider is the number of hours you spend on each piece.  Track your time when you draw (it doesn't have to be perfect, an estimate is fine).  If you spend 10 hours on a drawing for a client, but you're only charging them $35 for the piece then you're only earning $3.50 per hour.  Being a freelance artist is a job and just like all other jobs you should not earn less than minimum wage.

This idea has a more valuable function than just assessing your time though.  Take the 10 hour piece above.  If you charge minimum wage ($11 where I live) then that 10 hour piece should cost $110, but you may not have enough training to produce a sellable piece of artwork.  What I mean by that is if you try to sell that piece and no one wants to buy it, then you are not ready to do freelance commissions.  If you cannot earn minimum wage for your work then you should not do commissions.  Work on improving your skills instead.

Don't be discouraged by this; everyone wants to be able to sell their artwork, but there are more factors than just time that you must consider.  If you jump the gun it may hinder not only your ability to do commissions down the line, but also your reputation.  A bad reputation is permanently damaging in the artist community.

There's another small thing I want to touch on in this section.  You should also keep in mind how many days it takes you to finish the piece.  For the most part this won't determine your pricing, but it is considered professional practice to let your clients know how long they should expect to wait for their finished art.  This is separate from the number of hours because sometimes you'll only spend 1-2 hours on a piece a day and sometime you'll spend 6-8.  Get to know yourself and the pace at which you work.

II.Training

Your level of art knowledge is as important as your time when assessing the value of your artwork.  Its second to time only because time is an easier way to judge if you are ready to do commissions or not.  Level of training is subjective, and for the most accurate assessment you should take your artwork to an art teacher/instructor and ask them what level they think you're at.  Naturally, as you get better your speed increases, which benefits both you and your client.

   Untrained - If you have never taken any art in school, or if you have done less than 2 years of self study then you are untrained.  Unfortunately this probably means that you are not ready for commissions.  That doesn't mean you cannot earn money doing art, but that your art is unlikely to sell at minimum wage.  Please see section VII. for more information.
   Beginner - If you have taken a couple art classes in school, or if you have done between 2-7 years of self study then you are a beginner.  This might come as a shock to some people since 7 years seems like a long time.  In fact I once felt like that myself, but self study is no replacement for a real education and rarely do students surpass the beginner stage with less than 7 years of self study and no formal education.  There are always exceptions, so I implore you to ask an instructor for evaluation.  If you are a beginner then your art may not sell at minimum wage, but you should start at minimum wage anyway.  At this stage I would not suggest making an attempt to sell art.  But there's nothing wrong with having a commission page available in case someone asks about it.  ^^  Let them come to you and just focus on doing some fun artwork.  Minimum wage for my area is $11 an hour.
   Amateur - If you have studied in school 1-2 years (at least 4 semesters, or 6 trimesters) then you are an Amateur.  You are struggling with basic anatomy and sceneries may be a challenge for you.  About 1 in every 6 pieces turns out really well.  At this point your art is worth the hourly wage of a semi-skilled laboror.  In my area that is between $14-$20 an hour.
   Intermediate - If you have an Associates Degree in art, or if you've take one art class per semester for 4 years then you are an Intermediate.  This is equivalent to about 14 years of self study.  This is where lines really start getting fuzzy.  There are a wide range of skills between Intermediate and Experienced.  Right now your art is probably worth the hourly wage of a moderately skilled laborer.  In my area that is between $21.50-$31.50 an hour.
   Experienced - It's hard to reach an Experienced stage without formal training.  Experienced artists generally have a bachelors degree or some kind of higher education certification, or well... hands on experience in the industry.  Experienced artists should earn a middle class wage right out of college.  In my area that is about $60k-80k annually or about $28-$39 an hour.  For freelance purposes you should probably charge around $34 an hour to start.  At this point you'll probably be doing work as 'man days' within long-term contracts.  Basically, 1 man day is an 8 hour shift.  Man days usually range between $250-$375.  $34 per hour is $272 for a man day, and is a good competitive price to start at.

NOTICE: There are many people who debate with me about the importance of schooling for art careers.  I use school in this section as a basis for comparison to help young freelancers assess their level of training to help find a price for their art.  There are many ways to get an education.  I believe the best way to get a jump start in the industry is to take classes that push you toward your ultimate dream job.  I don't think a degree is necessary to get a job in the industry, but I absolutely believe that schooling and education is necessary.  Your level of education will be obvious to recruiters in your portfolio.  And your skill developed from years of study will determine your wage with a company.  But since this article is intended for freelancers, no, you don't need to go to college to find work.  But you should be well educated in your specific area of interest so that you are qualified for the freelance work that you want.  There are many artists who have not gone to school, but are working industry jobs.  This does not mean they are not educated!  Don't use someone else's self taught attitude as an excuse not to educate yourself in art.  Even self taught is still getting education if you're genuinely making an effort to learn.  I will no longer answer comments about whether or not education is important to an art career.  However, feel free to ask about any other subject discussed in the article, related to pricing your art.  Please remain on topic when discussing this article.

DO NOT CHARGE HOURLY.  When determining your art's worth it is easier to view it from an hourly perspective, but art is not charged by the hour.  It is charged by the piece.  Always have an estimate for your client before you start the art.  Make this estimate based on the principles in this article.  If you are accurate in your assessment then your final hourly wage should average out competitively.

Updated wage info: 7/15/15

III.Consistency

Do you maintain a consistent style for each piece?  Are you always punctual?  Can you easily meet deadlines that you have set for yourself?  Are you well disciplined?  Being consistent in your art can effect the value that a client puts on your work.  If your gallery is filled with disproportionate figure art, but has a couple pieces that are spot on then your art may not be worth the hourly wages outlined in the previous section simply because a client may not receive your best work every time.  As you increase your knowledge and skills this consistency gap will slowly close.  Practice and Real Life studies are the best ways to eliminate inconsistencies.

IV.Demand

Demand may play a role in whether you choose to open commissions or not.  It can also determine your prices.  If you have never received a random note from someone asking about your commission prices then your art is not yet in demand.  However, you can build your own demand.  This is where marketing comes into play.  Most artists are not salespeople, so this might be a bit difficult for you, especially here on DeviantArt where marketing is frowned upon.  Of course, there's always the classical way to market; buy some ad space.  But to tell you the truth, the kind of marketing that will get you a good solid customer base doesn't come from advertising.

Now you're probably confused... advertising, marketing, its the same thing right?  Well, kinda.  Advertising is a type of marketing, but marketing is not advertising.  The best way to market to a creative community is to be creatively active.  Make a point to devote a certain number of hours every day to your freelance job.  When you don't have commissions spend your time marketing.  Write a journal about something art related, network with other artists (this is your greatest asset), chat with people in the forums, and even go as far as making a sketch blog.  One thing that is sure to attract attention is the one thing you're already doing.  Create deviations!  Every time you post a deviation you get a few more people taking a look at your art.  Try also to brainstorm ways that you can help improve the community.  The best thing I ever did was make a pricing thread in the projects forum.  See where I'm getting at?  Help others and you will help yourself (though that's not why I started it... just a happy side effect ^^).

Eventually there will come a point where too many people are asking for your commissions and you just don't have the time to do it all.  This is when you reach the inevitable pitfall of raising your prices.  This might sound good to you, but I guarantee your customers are gonna hate it.  When it happens post a journal explaining the reasons.  Let your customers know that you wish you didn't have to, but you're overworked and it is necessary.  Reassure them that even though you're raising your prices you'll still have promotions and discounts when work is slow.  That way they know that they can still get art within their price range.  Make sure if you say this, that you stay true to your word.  Keep in mind that reputation thing I mentioned earlier.

V. Location

Where you sell your art can have as much effect on the value of your work as the time you spend on it.  It is important to research your locations well before diving in.  Also, take a look at what everyone else is selling and at what price.  Who is getting the sales?  What kinds of things are clients asking for?  How many other artists are selling the same thing you are?

Honestly, online communities are not the highest paying places to sell your art.  The real money is in galleries with fine art and the most steady work is contracting with a company (usually 6 months to 2 years).  Both, however, are extremely competitive.  Don't be frustrated if you lose a sale.  Focus on professionalism and you'll get a buyer eventually.

Since most of you are probably curious, in my experience as a buyer and as a seller on DA most commissions here average between $100-$220.  This is because the client market here is usually a lone person buying something for a small project, or personal work.  When you get more into a commercial field the same artwork may be valued closer to $420-$620.  And that's the prices without the copyrights.  I have seen some artists here on DA charge as high as $3,000 for a painting before, so don't think that DA is not a good place to market.  If you play your cards right any location can cater itself to you.

VI. Equipment

Cost of equipment and supplies is an important factor when dealing with physical copies of artwork.  As a general rule, your total estimate should be high enough to buy supplies, equipment, or software to make two more pieces.  If it's less than this you're charging too low.  When making your estimate include the cost of supplies.  If you use 3 tubes of paint on average for each painting and the paint costs $14 per tube then include an extra $42 in your estimate to cover this.  Also make sure the client knows that shipping and handling is extra. If you pay for an Adobe Subscription and you do about 4 paintings a month with that subscription, divide the subscription by 4 and add that into your estimate.

VII. When it's ok to charge less than minimum wage.

If you are new to the art world and you're looking to earn some money on the side then this section will help you do that.  Just make sure you're doing it for the right reasons.  Art is definitely not a quick way to earn cash, honestly - more often than not - you're better off getting a part time job.  If you're an untrained artist (see section II.) then you may even consider doing freebies first.  This will not only help you practice, but it will also help you learn what customers want, what kind of art you like to do, and how long it takes you to finish your work.

   Requests versus Commissions

One thing that is often very confusing to new artists is the definition of a commission.  I've known many artist who claim to have XX number of commissions they have to do, but after further inquiry I find out that the artwork they're doing is free.  A commission is a transaction where currency is exchanged or an item of value is traded for art services.  All other transactions are requests.  If you're doing a freebie you're doing a request.  If you have 3 people on a waiting list for free art you have 3 requests in your queue.

So when do you know if you should take on requests or if you should try and get commissions?  If you open up for commissions at a minimum wage (See sections I. and II.) and no one buys or inquires, then one of two things may be happening.  You either don't have enough of a reputation (sometimes reflected by your following) or your art is not ready to sell.  If you're not ready to sell then you may consider selling your work less than minimum wage.  If you don't have enough of a rep then you should work on a marketing strategy and network as much as you can.

   Freebies and Trades

Free doesn't always mean you don't get any compensation for you work.  Often times the person you're making art for will tip you as a token of appreciation.  This doesn't happen as much on Deviantart, but has been increasing in popularity since DA points have taken hold.  Sometimes this tip comes in the form of a subscription or a favor.  Sometimes the person simply says thank you, and really that's what you should expect.  Don't do it for the compensation, do it for the art (I do it because I like that feeling I get when someone really appreciates the art I did).  If for whatever reason you are uncomfortable with freebies, or you want something in return do a trade.  Trades are a lot of fun and you always get something out of it.  Your time is never wasted and it can be an excellent way to hone Original Character ideas through other artists.  My OC developed a number of traits due to other artist's interpretation of her.  Trades can be very worthwhile.  If you're the recipient of a freebie, tipping $10-$15 for a sketch is a good gesture of appreciation.

   Points and Subscriptions

When exchanging your artwork for points or subbies your are being commissioned, and so you should treat it as such.  I love to commission artists for subbies because I believe that it helps young artists learn how to be professionals.  These kind of commissions are excellent for practice and are a stepping stone to the next level.  Often you can get frustrated when dealing with real money transactions, but oddly points generate a much more relaxed environment.  Do some of these before commissioning for real money.  Its a great way to learn if you are ready or not.

   Moving on to money

When you finally do start selling, start with one thing you're consistent at.  Don't offer artwork that you can't finish within a deadline.  Sketches generally range between $10-$40 depending on your skill level.  Start at least at minimum wage.  Make sure as you do each commission that you really get to know the client.  If a client has a good experience they will tell their friends and though they may not always buy something, if they like you too then they'll tell more friends.  Be nice, be professional, and network at every opportunity.

VIII. What should I sell?

When deciding what you should sell you need to think about what is really worth your time.  If your 1 hour sketches are selling really well at $45 and your 8 hour paintings will only sell at $80, then ditch the paintings and only sell sketches.  You should sell what you can produce in a decent amount of time for the highest possible income.  Selling a 10 minute headshot for $10 is worth more than selling a 3 hour fullbody for $60.

At the same time you must also consider your demand.  If you get an average of 3 headshot commissions and 2 fullbody commissions per week, then the fullbodies would be more worthwhile because of the total amount you are earning.  10 headshots versus 2 fullbodies - go with the headshots.  Its all about common sense, and - if you couldn't tell - a little bit of mathematics.  For more about demand see section IV.

IX. Commercial Commissions

Commercial copyrights are sold separate from the actual base price of an artwork, so researching the value of your copyrights is advisable.  Commercial prices are a different field entirely and is something that I cannot cover in a single article.  If you need help selling commercially I would suggest buying the book, "Graphic Artist's Guild Handbook: Pricing & Ethical Guidelines" by the Graphic Artists Guild.  This book is updated yearly and will be far more valuable to you than my article.

X. Courtesies and Proper Practice

1. Always give a price estimate before working on a commission.  Now the term 'estimate' is slightly misleading.  Once you set a price for a client you should not change it!!  The process usually goes like this.

The customer tells you what they want.
You give them an estimate (prices are usually discussed in notes).
The customer agrees and makes a payment.
You do the artwork and give it to the customer.

There is one exception to the estimate not changing.  If you've already started on the art and the customer decides to add something (say they want a second character) then you should inform them that it is not part of the original agreement and will cost extra.  Some artists even charge a small fee for drastic alterations after work has already started (on top of the cost for an extra character).  This is why its called an 'estimate'.  We don't know if the client will change something halfway through.  If this is something that you don't want to hassle with then make it clear beforehand that alterations will not be made after the sketch has been approved (or at all if you'd like).

2. Set a deadline for each piece that you do.  Always keep in contact with your client as you work and set a time estimate when you expect to be done.  If something comes up at home (a death in the family, or you get really sick) let your clients know.  Do not go more than a week without contacting the client (send them a WIP or let them know how far you are).  Treat this like a real job.  Do not 'call off' unless there's a really good reason and do not procrastinate on your work.  Give a time estimate that is workable for you, and keep in account not only how long it takes you to finish your work but also how many commissions your are working on.

Pretend you spend 3 hours a day drawing and you already have 2, 6 hour pieces to do.  A client contacts you and asks how long the waiting list is for a halfbody (which would take you another 6 hours) do not tell them 4 days!!  Include the time it would take for their commission too.  Tell them 6 days, or as I would prefer 7-9 days.  Give yourself leeway for time off and for emergencies ahead of time.  Most people don't work 6 days in a row.  Personally, I like to work 4 days and take 3 days off.  Decide ahead of time what works best for you and calculate that into your deadline.

The best part about working for yourself is that you set your own deadlines.  However... DO NOT BREAK YOUR DEADLINES.  If you break a deadline it is important to give the customer some kind of apology.  I'm not talking about saying sorry.  What I mean is something that would really inconvenience you if you missed the deadline, for instance a 10% refund or a discount on future orders.  This gives you the incentive to finish the art in a timely manner and reassures the client that you're not like all the other phony artists who don't really care about the client. Don't tell them about this benefit beforehand or they may expect you to give it regardless of your tardiness, but if it happens that you are late, use it.  Missing your deadline is bad, don't do it.

3. Whenever sending correspondences in a professional environment, include your full name (or pseudonym, if you have an art name you go by) at the bottom.  It adds that professional flare that the client will love.  Do not use usernames, they sound corny and can have the opposite effect.  Choose a legitimate sounding name and keep it consistent.

4. If the price of the artwork is less than $150 then charge the whole thing upfront.  Otherwise set up a payment plan.  Payment plans are varied for each artist, but here are a couple common ones.  1. Half payment up front, the rest after the sketch is finished.  2. Half payment up front, the rest after the client has received a watermarked copy of the finished work.  Make sure the client gets an unmarked copy once they've paid in full. 3. For extremely large commissions, 20% upfront with 2-3 installment payments is a good payment plan.  You can show WIPs at each installment if you like, but make sure the art is completely finished before they make their last payment.  Do not give them the final piece until they have paid in full.

5. Don't worry about watermarks until you actually have problems with theft.  Seriously, more often than not you won't get art thieves until you're super experienced. If you absolutely must mark your work, then a small legible signature in the lower right corner is appropriate. Light watermarks on your personal work are also appropriate and should be between 5%-10% opacity across a detailed section of the piece, but do not put watermarks on work you submit to the client.

Experienced Artists

We all know that 10,000 hour adage. When you are consistently producing high quality work 70% of the time, consider reformatting your pricing scale. Your value is no longer determined by the time you spend on your work, but by the work itself. There are a few ways to do this, you can price your art based off of size, or have set prices for different types of pieces. Personally I prefer to use size as a guideline. This can also help clients work within their budget. For instance, pretend you charge $2.50 per square inch for a traditional painting. Your client only has $250 to work with. So you can offer them a painting that is 100 square inches (10" x 10", 8.5" x 12", etc). 3D artists charge by tris, eg $20 for every 100 tris. Pixel artists charge by pixel size and charge more by bit restrictions. 8 bit is harder to do and deserves better pay. If you're a digital painter charge by inches at 300ppi (print size) the same way you would for traditional paintings. Musicians charge by the minute, (or second if you do sound effects). Eg, $100 per minute or $1.75 per second. If you're a writer charge per word. Anywhere from $0.10-$1 per word is standard.

You choose your clients as much as clients choose you. Never work with any person who is less than professional in their discourse. If you see a client treating other artists with disrespect, add them to your block list in your settings so you are not tempted to work with them. Do not tolerate sexual harassment, racism, or ableism. Clients who make low ball offers often engage in discrimination. They will bate you, they will claim that they can get better quality for less, they will pretend to have experience that they lack, and they will troll you until you cry. It is not worth your health to apply for jobs that don't pay at least minimum wage for your time. It is not worth your time to work with people who are not willing to sign a contract to guarantee your rights as an artist. It is not worth the stress to deal with any client who asks more from you than what they paid for.

The biggest problem with Deviant art gig culture is a lack of value for artists. We have fed into the belief that to be an artist is to starve. But we are the heart of the engineers building the future. Your work is worth more than you were told to believe. They want you to think that it's normal to be paid less, but it's not. If we all stop accepting underpaid work, we force all clients to offer professional prices. Stop working with unprofessionals and you will earn more.

I hope this has helped you, and I wish you all luck as you venture off in the professional world of freelance art.  If you have questions or need help you can always note me. I truly enjoy helping other artists and giving critique. I only check DA every other month, but leave a comment anyway.

-Teshia Lyndall

Updated March 5 2018: Updated pricing to accommodate inflation. Changed Equipment information to include digital software fees. Added Tip suggestion for freebie recipients.

Updated March 4 2019: Updated pricing, reworded sections for experienced artists and updated pricing strategies for experienced artists. Added advice warning about dangerous clients. Updated watermark info. Adjusted "moving on to money" advice.