How to Price Your Art (Without the Existential Crisis) | ArtLicenseStudio Blog

Ah, pricing. The thing that makes artists stare at a blank pricing field for 45 minutes before typing "£50???" and immediately deleting it.

You're not alone. Pricing is genuinely hard. But it doesn't have to be a complete guessing game. Let's break it down.

First: Stop Thinking "What Would I Pay?"

This is the #1 pricing mistake. You're not your customer. Your customer is a brand, agency, or business with an actual budget for creative assets. They're not scrolling Depop looking for bargains.

A marketing manager at a skincare brand isn't thinking "£75 for an illustration? I could get a coffee for that!" They're thinking "This fits the campaign, the licence is clear, approved."

What Actually Affects Price

Real factors that justify higher prices:

Time & skill — A detailed illustration that took 20 hours isn't the same as a quick sketch
Uniqueness — Generic sunsets? Lots of those. Your specific style? Only you have that
Usage scope — Social post vs global ad campaign = very different value to the buyer
Exclusivity — "Only we can use this" is worth significantly more

The Three-Tier System (It Works)

Most successful artists use tiers. Here's a rough framework:

Standard — Web, social, marketing. Non-exclusive. Your entry point.
Extended — Print, merchandise, higher volumes. 2-3× standard.
Exclusive — Only they can use it. 5-20× standard (yes, really).

This isn't arbitrary—it reflects the value to the buyer. A brand paying for exclusivity is getting something nobody else can have. That's worth more.

The "Start High, Adjust Down" Rule

Hot take: it's easier to lower prices than raise them.

If you start at £50 and realise you should be charging £150, your existing buyers will feel ripped off when you triple your prices. Start higher than you think. You can always offer discounts or adjust—but you can't un-undervalue yourself.

Please Don't Race to the Bottom

When artists price at £5 "just to get sales," everyone loses:

You make almost nothing after fees
Buyers expect all art to cost £5
Other artists have to compete with unsustainable prices
The whole market gets worse

Your work has value. Charge for it. The right buyers will pay fair prices—and those are the buyers you actually want.

Still stuck? Art Licence Studio's insights show you what similar work is selling for. Data > vibes when it comes to pricing.

First: Stop Thinking "What Would I Pay?"

This is the #1 pricing mistake. You're not your customer. Your customer is a brand, agency, or business with an actual budget for creative assets. They're not scrolling Depop looking for bargains.

A marketing manager at a skincare brand isn't thinking "£75 for an illustration? I could get a coffee for that!" They're thinking "This fits the campaign, the licence is clear, approved."

What Actually Affects Price

Real factors that justify higher prices:

Time & skill — A detailed illustration that took 20 hours isn't the same as a quick sketch

Uniqueness — Generic sunsets? Lots of those. Your specific style? Only you have that

Usage scope — Social post vs global ad campaign = very different value to the buyer

Exclusivity — "Only we can use this" is worth significantly more

The Three-Tier System (It Works)

Most successful artists use tiers. Here's a rough framework:

Standard — Web, social, marketing. Non-exclusive. Your entry point.

Extended — Print, merchandise, higher volumes. 2-3× standard.

Exclusive — Only they can use it. 5-20× standard (yes, really).

This isn't arbitrary—it reflects the value to the buyer. A brand paying for exclusivity is getting something nobody else can have. That's worth more.

Please Don't Race to the Bottom

When artists price at £5 "just to get sales," everyone loses:

You make almost nothing after fees

Buyers expect all art to cost £5

Other artists have to compete with unsustainable prices

The whole market gets worse

Your work has value. Charge for it. The right buyers will pay fair prices—and those are the buyers you actually want.

Still stuck? Art Licence Studio's insights show you what similar work is selling for. Data > vibes when it comes to pricing.