I just graduated from design college, and got offers to do some illustration projects. Since this is my first one, how do you usually charge when you do a freelance job? Do you have any guide or advice? What is the standard price charged by illustrators in Malaysia?
~ Kat (via email)
I don’t have a straight forward answer on what to charge as it varies from client to client and also industries. For editorials in magazines, it can go anywhere from RM300 to RM1000 for an illustration (depending on factors I mention below), and the numbers are vastly more different when it comes to advertising.
What helps is getting a book like the Graphic Artist’s Guild Handbook of Pricing and Ethical Guidelines. The rates on there are a good indicator of what people usually pay, and it’s relatively accurate to assume that USD1 = RM1 in most cases.
There are a lot of factors that go into a tabulation of a fee, such as competition, experience, duration, size, and also ultimately, what you can live with. So here are some questions to ask yourself:
Are you the only one pitching for the job? If you aren’t, think of reasons why clients should go with you. With client work, while it can be complex, most of their decisions will weigh on price (high vs. low), experience (quick/slow turnaround) and also how pleasant you are to work with.
People with experience are able to charge more because of many reasons: they might be quicker, have more knowledge of the industry and what it demands, and also the network that they’ve built. A common strategy for those who lack experience is to offer a more competitive price to build their portfolio, and it’s one I advise graduates. But after you get your foot in the door, it’s time to knock their socks off! Too many people remain unhappy about the discount they give clients that they turn in sub-par work. Turn in anything less than stellar will ensure that your name will stay at the bottom of the pool – along with your price.
How long will the project run for? Is there a cut-off for delivery of artwork? Or are you going to be working on the project for a certain amount of time? This will determine if it’s going to be a one-off fee or a retainer – both of which can have different implication of deliverables.
Always, always know what size you’re going to be working on. The level of detail in an A4 sized artwork is going to be vastly different from an artwork that’s A1 in size. And that translates to more time used, which means more billable hours or a lump sum that takes into account the time you’ll need to spend. Don’t know how long you usually work? Measure, measure, measure. Here’s 10 apps you can use.
What you can live with
Some people need money right away. And some people don’t. I’ve personally done projects for free (mainly for charities) and I’ve gotten so many word of mouths and new projects from it that it pays forward many-fold. You’ll hear a lot of people say “don’t do things for free”, which is rather true. But what I advocate is to listen to yourself instead. A lot of people have worked for free (and have kept quiet about it) for a chance to break into an industry. It’s become a dirty little secret that the term working for free is an invitation to unnecessary vilification. Don’t listen to others. Only you know if it’s something worth doing – and if you’re doing something for free, make sure it’s your choice, not that you were co-erced into it. Strategy, long-term thinking and a focus on building relationships are things that will lead to more opportunities down the road, instead of just a one-off transactional affair. Here’s a great article to put things into perspective.
And as a bonus, here’s a brilliant article on how to land your dream job.
Lastly, here’s a personal tip for you: when someone answers your questions via email, remember take 2 minutes to follow up with a thank you. While I’m always happy and willing to dispense advice, it would be nice to get a reply! Communication is a big part of being a freelancer and you might just find yourself losing out to people who take the time to hone their PR skills. Make it a point to say thank you whenever you can. After your interview/meeting with clients/when you get your cheque. Write a thank you note/email. Make sure you follow up. I didn’t think it was necessary to mention it at first, but I think it bears reminding from time to time because it makes a world of a difference and it’s a learning opportunity for young graduates everywhere.
It’s always the little things that matter.
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Do you have any tips you’d like to offer Kat or advice on what to look out for in terms of pricing? Let us know in the comments below! Also, if you’d like to send me a question, get in touch with me right here!