I always give a custom price for every project. Projects vary in scope, complexity, length and rights usage. I also prefer to know as much as possible about your project, company and needs beforehand, so I can price as precisely and as low as possible. Contact me for a quote.
COMPOSITION OF A PRICE
In most cases, the total price for a project consists of 3 elements:
- creative fee
- usage rights licensing fee
- technical expenses fee
1 / CREATIVE FEE
The creative fee compensates my effort to create new, inexisting artwork.
The creative fee applies in the case of assignment photography, art direction, design, copywriting, press articles and digital retouching.
The amount of the creative fee depends on:
- The length of the project: more working days is more expensive. However, I offer quantity discounts for longer projects.
- The complexity of the project: additional complexity, such as difficult access to the shoot, physical risk, extensive location scouting, a lot of digital retouching or post-production, special technical requirements, or any other unusual and complicated requirements, raise the creative fee.
2 / USAGE RIGHTS LICENSING FEE
In exchange of a fee, I license to you the right to use (reproduce, represent and distribute) my artwork, in a limited way, for a limited time and in a limited geographical space. Read more about licensing in my usage rights primer.
Usage rights licensing fee applies to assignment photography, stock photography, art direction, design, copywriting and press articles.
Usage rights licensing fee is directly proportional to the exposure of the artwork to the public and the benefit it will generate for the client. Several factors influence the exposure and benefit, and thus, the amount of usage rights licensing fee:
- The number of times the artwork is used: one-time usage rights costs less than multiple use. One publication in one magazine costs less than publication in many magazines several times.
- The length of use: shorter use costs less than longer use. Publication of artwork on a web site during a month costs less than publication during 5 years.
- The circulation and exposure of the artwork: more circulation and exposure commands higher usage rights fees. Publication in a local magazine costs less than publication in a national magazine.
- The range of media where the artwork is used: use in one medium costs less than use in various media. Publication only in magazines costs less than simultaneous or consecutive publication in magazines, on billboards, on the internet, in brochures and in direct mail.
- The size and placement of the reproduction: the bigger the size, the larger the exposure, the higher the amount of usage rights licensing fee. Use as a ¼ page sized illustration inside costs less than use as a full page sized illustration on the cover.
- Geographical coverage: use only in one country costs less than use all over the planet.
- Exclusivity: exclusive usage rights limit the resale potential of artwork for me but preserve your brand uniqueness. Long-term exclusivity costs substantially more than regular usage rights.
- Unlimited rights: unlimited rights let you use my artwork any number of times, in any format, anywhere, for as long as the artwork does not enter public domain 70 years after my death. Unlimited rights are extremely expensive. Fortunately, in 95% of projects, you do not need to buy unlimited rights to cover your specific needs.
Usage rights cannot be sold or transferred without a written agreement. Any spoken agreement is considered void by default. Any uses that are not mentioned in the written agreement are automatically reserved and not authorized. In my case, such a written agreement is the invoice or, for web sites, a detailed contract.
Example 1: I license to you the use of one image of a portrait of a CEO, one time, in one magazine, without exclusivity. The usage rights you license from me do not include anything else. You cannot use the same image in another issue of the magazine, in another magazine, in a press release, on your web site. Unauthorized use is illegal. If you need to use my image elsewhere, please contact me. We will agree on a new price, I will establish a new invoice and I will license additional usage rights to you in written form.
Example 2: You are an art director in an advertising agency and your client once left you a CD-ROM with my images. They told you these were royalty-free images. You used them for their project. Now you want to use the images for another client. Check! They may think they do good to me and to you. They may not understand how usage rights work. The person who gave you the CD-ROM may have never seen my written invoice. Unauthorized use is illegal. Before you use the images, ask to see a written agreement where I state that I license my images as royalty-free. Which I never do.
3 / TECHNICAL EXPENSES FEE
Technical expenses fee includes anything necessary for the production of the artwork. Technical expenses fees vary between projects and media (photography, design, writing).
// Some of the common photography technical expenses are:
- drivers, pilots and stuntmen
- property releases and permits
- set designers
- rent of special equipment (helicopters, boats)
- production managers and assistants
- courier services such as FedEx and UPS
I always work on location, prefer available light and simple equipment. I rarely work with an assistant and favor the fast and light approach. Most often, my only technical expenses are travel, lodging, meals and courier services to send you the CD-ROM and color reference prints. Even on complicated shoots, I tend to work with a small and efficient production team, keeping the costs down.
// Some of the common design technical expenses are:
- photography and illustration licensing
- fonts licensing
- offset printing
- special cropping, folding, scoring, die-cutting, embossing
- domain name registration and hosting
In addition to design, I propose photography and copywriting services. I offer discounts for long-term, cross-media projects. Enjoy unique photography, text and design, all created specifically for your needs, at a lower cost and with personal attention from me. Take a look at some of my cross-media projects and contact me for a quote.
- Some photography projects do not involve a creative fee. Creative fee compensates the creation of new artwork. If the artwork already exists, I do not charge a creative fee. This is the case when you purchase additional usage rights for artwork created for your project or when you purchase preexisting stock photography.
- Some smaller-scale photography projects with limited one-time use combine creative fee and usage rights licensing fee into one price package.
- Some photography projects do not involve technical fees at all. For example, selling pre-existing stock photography with internet delivery incurs no technical expenses.
- Web design projects involve an adaptive, flexible creative fee calculation system. Read about my web design process to find out more.
- Fine art prints are sold on a per-piece basis.
- Exhibitions are rented on per-exhibition or on commission basis.
- Talks and shows are quoted on per-venue basis as well.
ANNUAL PRICE RISE
My prices gradually rise every year. I get better with time. My experience grows. I learn more, improve workflows, invest in better equipment.
However, I always offer special prices for my existing long-term clients.
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