Standardize Pricing for Your Services

If you’re like me you probably find that pricing is one of the worst areas of the illustration business. When I entered the business the books all said that a spot illustration is so much, and a magazine illustration is so much, well that was just for the book in my experience. I find more and more companies are expecting more for less and websites that have freelancers and companies bidding on jobs are even worse for projects because everything is based upon price. There was one guy who boasts how many projects he did, but when you looked at the actual project he did 100 illustrations for $100. If you are going to do illustration work for $1 then of course you will get the job. Someone like that is actually bringing down the whole industry. So how do you deal with this type of service pricing?

If you are like me people like to ask you pricing on the spot and you give them a basic price and then when you actually get the project outline it is a whole different story.  I have and am learning to not give pricing on the spot because it never turns out very well. But one of the best ways to handle it is to standardize your own pricing. Figure out how long a task will take you, where it will be used and figure out a price that is comfortable for you. I have done this with all of my major products and services over the years. The important point is to stick with it, even if you are higher than your competition, do not get sucked into the price war because there is always someone cheaper. You will find by standardizing prices you will not have to think as hard on your feet when asked and you will feel better when performing the work because you know you are being compensated properly.

About the Author

Bruce Outridge is an illustrator, cartoonist, and caricature artist from Southern Ontario. He also has a consulting business helping artists and entrepreneurs create successful businesses. More information can be found on his websites at or

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