Pricing

Graphic designers and illustrators are professionals and specialists in their sector and own the copyright to their work. They own the original copy and/or the computer file to which they have the copyright. The client buys the licence to use the creation, and the scope of the licence is defined in writing before the work starts.

The pricing of graphic designers’ and illustrators’ work consists of different stages, costs and expenses. The different stages of graphic design work include negotiations with the client, travel expenses, consulting, retrieval of and putting together the material, the transfer and editing of digital material such as image files, design of the actual pages, corrections, prints and sending the print-ready material.

The expenses and costs include an office space, electricity and telephone costs, tools and furniture, computer, peripherals, software, updates, broadband, material costs, office desks and chairs, cleaning, couriers, computer maintenance and upkeep, professional journals and literature, advance taxes, training courses, study trips, statutory pension contributions, insurance, VAT at 24% on graphic design and its implementation, from which VAT on expenses can be deducted.

For freelancers, the above costs are a major batch of fees included in the pricing of their work. The costs of a job must be calculated on an annual basis – taking into account holidays, training courses and sick days. The annual amount is used to calculate the monthly share of expenses. The assessment of the number of hours spent on the work is at the discretion of the graphic designer. The costs of the assignment are included in the total fee. If a client cancels or suspends the assignment, a freelancer is entitled to compensation for the work done and expenses incurred. Please note that creative design is also included in the working hours.

It is always a good idea to produce a written tender or contract before the project is started. An electronic tender is also binding once it has been accepted by the client.

Every two years, Grafia conducts a survey among its members to find out industry information, including pricing. Explore the latest industry survey.

You can also get help with pricing from Freelance work remuneration calculator

Examples of pricing criteria for publication design

It is a good idea to specify the different stages of the work in the tender, contract or invoice. Routine work is charged at a lower hourly rate and demanding, innovative graphic design and illustration at a higher hourly rate. The hourly rate is based on the level of education, the quality of professional skills and the difficulty of the work.

Variables affecting the total price:

• Royalties are assessed according to the extent of use.
• The royalties depend on the size of the magazine, its circulation, any exclusive rights, the number of times and forms of publication, the area of publication, the duration, etc.
• Rush and/or weekend orders as well as the greater experience and expertise of the creator increase the price.

For example, the design of a main logo and its pricing depend on the size and circulation of the magazine. The visibility and marketing value of the main logo for a magazine or a newspaper with wide circulation are assessed. The price of the main logo for small magazines is calculated based on the number of hours used for the design work.

For example, the design of a magazine’s column logos and vignettes is either priced separately per working hour or at a total price.

VAT at 24% is always added to the price of layout design and execution. Logos, vignettes and illustrations are exempt from VAT as transfers of copyright. VAT is added if they are used for advertising purposes.

Reprints are charged at 50% of the original price.

Freelance graphic designers have the right to use their own name in connection to the page they design. If the assignment is recurring, the name of the graphic designer is entered in the “impressum”. This is important to remember for the moral rights of the creator.