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How to charge a client

Here’s a great story:

Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him.

“It’s you — Picasso, the great artist! Oh, you must sketch my portrait! I insist.”

So Picasso agreed to sketch her. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art.

“It’s perfect!” she gushed. “You managed to capture my essence with one stroke, in one moment. Thank you! How much do I owe you?”

“Five thousand dollars,” the artist replied.

“B-b-but, what?” the woman sputtered. “How could you want so much money for this picture? It only took you a second to draw it!”

To which Picasso responded, “Madame, it took me my entire life.”

37 Signals cites this Ellen Rohr article as it discusses the often sticky subject of how to charge clients in the field of design; but the issue, of course, is relevant to creative professionals in every field – especially illustration, where client relations are often a murky and nebulous area.

The lesson we are told to draw from this – repeated often in illustration career manuals – is don’t sell yourself short – as you’ll be selling the whole field short in the end.

[Link]

  • http://www.mrblank.net/ MrBlank

    That’s a great article. Be sure to check out the other videos that it didn’t link to: http://www.hillmancurtis.com/hc_web/film_video.shtml

    I (heart) Milton Glaser, Paula Scher, Stefan Sagmeister and David Carson!

  • http://www.mrblank.net MrBlank

    That’s a great article. Be sure to check out the other videos that it didn’t link to: http://www.hillmancurtis.com/hc_web/film_video.shtml

    I (heart) Milton Glaser, Paula Scher, Stefan Sagmeister and David Carson!

  • http://www.johnawalsh.net/ John A. Walsh

    This is a great link. I’ve come to the point in my own business where I tend to OFFER the client either a flat fee or an hourly rate — THEIR choice. I explain the pros and cons of each, and then proceed. I’ve found that by engaging my clients in this type of discussion, as early as possible, everyone is usually happy when it’s time for the invoice.

    What do others out there do?
    -J

  • http://www.johnawalsh.net John A. Walsh

    This is a great link. I’ve come to the point in my own business where I tend to OFFER the client either a flat fee or an hourly rate — THEIR choice. I explain the pros and cons of each, and then proceed. I’ve found that by engaging my clients in this type of discussion, as early as possible, everyone is usually happy when it’s time for the invoice.

    What do others out there do?
    -J

  • http://www.mrblank.net/ MrBlank

    http://www.hillmancurtis.com/hcweb/filmvideo.shtml

    What is up with the comments today?? I hope this link works better.

  • http://www.mrblank.net MrBlank

    http://www.hillmancurtis.com/hcweb/filmvideo.shtml

    What is up with the comments today?? I hope this link works better.

  • http://www.mrblank.net/ MrBlank
  • http://www.mrblank.net MrBlank
  • http://www.sorteinversa.blogspot.com/ emerson wiskow

    cartoon graphic
    comic Design

  • http://www.sorteinversa.blogspot.com emerson wiskow

    cartoon graphic
    comic Design

  • http://wardomatic.blogspot.com/ Ward

    I’ve heard this legendary story before, but attributed to Sergio Aragonés as the artist.

  • http://wardomatic.blogspot.com Ward

    I’ve heard this legendary story before, but attributed to Sergio Aragonés as the artist.

  • http://nathalie-cheerfulmadness.blogspot.com/ Nathalie

    Great article (I bookmarked it). Thank you :)

  • http://nathalie-cheerfulmadness.blogspot.com Nathalie

    Great article (I bookmarked it). Thank you :)

  • http://www.theklaibers.com/ Nate K

    Thats excellent. A struggle I see in my area are those that WANT to sell themselves short – just to get work (most of these really dont know what they are doing anyway).

  • http://www.theklaibers.com Nate K

    Thats excellent. A struggle I see in my area are those that WANT to sell themselves short – just to get work (most of these really dont know what they are doing anyway).

  • Dean

    I have a similar story. I happen to know some relatives of Picasso ‘s best friend and art collector, Victor Gant, whos family had the largest estate sell of Picasso’s in Christie’s Auction history. That was I think about 10 years ago maybe longer. According to the relative, Picasso used to have dinner with picasso and sketch on napkins and say, “This will be worth millions some day.” Truth? Don’t really have any hard copies…

  • Dean

    I have a similar story. I happen to know some relatives of Picasso ‘s best friend and art collector, Victor Gant, whos family had the largest estate sell of Picasso’s in Christie’s Auction history. That was I think about 10 years ago maybe longer. According to the relative, Picasso used to have dinner with picasso and sketch on napkins and say, “This will be worth millions some day.” Truth? Don’t really have any hard copies…

  • http://www.kellycheek.com/ Jeb Alexander

    I haven’t had a job yet so I cannot comment on this thread. I will say that I am cynical about her advice though.

  • http://www.kellycheek.com Jeb Alexander

    I haven’t had a job yet so I cannot comment on this thread. I will say that I am cynical about her advice though.

  • http://jedalexander.blogspot.com/ Jed Alexander

    I’m loathe to follow Mr. Jeb’s comment, for fear that the two of us might be confused for oneanother, but I do I have a post on my blog for today (Feb 22nd):

    http://jedalexander.blogspot.com/

    relevent to this topic. It’s an e-mail from a t-shirt company requesting that I do work for them on “spec” and my response to their suggestion.

  • http://jedalexander.blogspot.com Jed Alexander

    I’m loathe to follow Mr. Jeb’s comment, for fear that the two of us might be confused for oneanother, but I do I have a post on my blog for today (Feb 22nd):

    http://jedalexander.blogspot.com/

    relevent to this topic. It’s an e-mail from a t-shirt company requesting that I do work for them on “spec” and my response to their suggestion.

  • http://diversionmary.com/ Eric Bostrom

    One of my painting professors used to advise us to charge the cost of a nice meal out for two, plus materials.

  • http://diversionmary.com Eric Bostrom

    One of my painting professors used to advise us to charge the cost of a nice meal out for two, plus materials.

  • http://michaelmartine.com/ Michael Martine

    My favorite method for deciding what to charge is here.

  • http://michaelmartine.com/ Michael Martine

    My favorite method for deciding what to charge is here.

  • http://pigpen.info/2006/08/27/hourly-versus-project/ Pig Pen – Web Standards Compliant Web Design Blog » Blog Archive » Hourly Versus Project

    [...] Hourly Versus Project billing is always worth some input – Picasso was right too only I heard the same story as in “a great master once said…”. We actually linked to this back in April. (via Drawn) [...]

  • http://www.jaymontgomery.com/ Jay Montgomery

    Love it! Thank you!
    I charge by the project, based on usage, how quick they need it, and amount of detail. I include 1-3 sets of revisions at each stage. Then $70 per hour for extra client revisions. I’m cover both ways.

    I love Hillman Curtis’ interviews!
    http://www.hillmancurtis.com/

  • http://www.jaymontgomery.com Jay Montgomery

    Love it! Thank you!
    I charge by the project, based on usage, how quick they need it, and amount of detail. I include 1-3 sets of revisions at each stage. Then $70 per hour for extra client revisions. I’m cover both ways.

    I love Hillman Curtis’ interviews!
    http://www.hillmancurtis.com/

  • http://www.bulius.com/2006/08/how_to_charge_a_client.html bulius.com

    How to charge a client

    Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him. “It’s you — Picasso, the great artist! Oh, you must sketch my portrait! I insist.” So Picasso agreed to sketch her. After studying…

  • ambassdor

    Dident Al Jaffee say something like that too?

  • ambassdor

    Dident Al Jaffee say something like that too?

  • Emmy

    In the case of a charging for a painting: the client wants to believe it takes a long time to complete their commission. So I do the painting in 2 or 3 hours. But, deliver the painting 8 or 9 weeks LATER. It’s all a game. Graphics for TV, flat rate plus one set of revisions. Deliver as close to on-air deadline as possible.

  • Emmy

    In the case of a charging for a painting: the client wants to believe it takes a long time to complete their commission. So I do the painting in 2 or 3 hours. But, deliver the painting 8 or 9 weeks LATER. It’s all a game. Graphics for TV, flat rate plus one set of revisions. Deliver as close to on-air deadline as possible.

  • Mark P

    Excellent entry and great topic thread.

    I’ve rarely had success charging a fixed fee, so over the last couple of years I’ve stuck with an hourly rate. My general rule of thumb is so long as the client is going to art direct the project – and make the descisions regarding revisions – I have to go hourly.

    If they let me have that control I can quote a price, but that’s been rare.

  • Mark P

    Excellent entry and great topic thread.

    I’ve rarely had success charging a fixed fee, so over the last couple of years I’ve stuck with an hourly rate. My general rule of thumb is so long as the client is going to art direct the project – and make the descisions regarding revisions – I have to go hourly.

    If they let me have that control I can quote a price, but that’s been rare.

  • http://www.mpatrizio.blogspot.com/ marilyn

    I just wanted to say THANK YOU very much for posting this! I stress out about pricing everyday of my life!

  • http://www.mpatrizio.blogspot.com marilyn

    I just wanted to say THANK YOU very much for posting this! I stress out about pricing everyday of my life!

  • http://www.webmetricsguru.com/2006/08/influence_ripples_1.html WebMetricsGuru

    Influence Ripples

    Look at this diagram and the commentary that goes with it about Influence Ripples.  I’m not sure where David Armano, the creative director at Digitas, got the diagram from (or if he created it himself). I suppose that the number…

  • http://www.thegraphicstudent.com/ TheGraphicStudent

    This is a great article! Thanks for the link!!!

  • http://www.thegraphicstudent.com TheGraphicStudent

    This is a great article! Thanks for the link!!!

  • http://home.versatel.nl/sophie.heinsen/eng/index.htm Sophie

    Yes, the name of that women was
    Maria Noblassa del Grosta
    She wrote an article in “El Pablo” in 1976
    Sophie

  • http://home.versatel.nl/sophie.heinsen/eng/index.htm Sophie

    Yes, the name of that women was
    Maria Noblassa del Grosta
    She wrote an article in “El Pablo” in 1976
    Sophie

  • http://www.ozzyssandbox.com/ slinkybender

    The funny thing is, older hookers tend to think just the way Picasso did. (Assuming the story is true.)

    And their clients are just as grumpy at the defense of the price of such a brief service.

  • http://www.ozzyssandbox.com slinkybender

    The funny thing is, older hookers tend to think just the way Picasso did. (Assuming the story is true.)

    And their clients are just as grumpy at the defense of the price of such a brief service.

  • http://www.zachtrenholm.com/ Zach

    This anecdote has had many, many variations—although this Picasso version certainly takes the cake for most preposterous ;-).

    In a few cases the artist is nameless but it’s been attributed to such well-known caricaturists as Al Hirschfeld, Al Frueh, John Decker….

    Here’s another:

    A tourist in New York’s Greenwich Village stopped to have his caricature sketched by a sidewalk artist who, upon presenting to him, requested a $100 dollars for it.

    “That’s ridiculous,” the tourist said. “Although it’s a great job, it only took you two minutes”.

    Two minutes & twenty five years actually,” the caricaturist replied.

  • http://www.zachtrenholm.com Zach

    This anecdote has had many, many variations—although this Picasso version certainly takes the cake for most preposterous ;-).

    In a few cases the artist is nameless but it’s been attributed to such well-known caricaturists as Al Hirschfeld, Al Frueh, John Decker….

    Here’s another:

    A tourist in New York’s Greenwich Village stopped to have his caricature sketched by a sidewalk artist who, upon presenting to him, requested a $100 dollars for it.

    “That’s ridiculous,” the tourist said. “Although it’s a great job, it only took you two minutes”.

    Two minutes & twenty five years actually,” the caricaturist replied.

  • http://deppey.com/journalista/?p=165 » Blog Archive » Aug. 28, 2006: Volleyball with Jim and Ellen

    [...] Your Drawn! link of the day: the single best Pablo Picasso anecdote I’ve ever heard. [...]

  • http://www.dcs-media.com/ jdanylko

    Matt,

    I use this story a lot and it’s amazing how people look at me and finally understand. :-)

    Nice Post!

  • http://www.dcs-media.com jdanylko

    Matt,

    I use this story a lot and it’s amazing how people look at me and finally understand. :-)

    Nice Post!

  • ChrisSketch

    The version of the “It took me my entire life” quote, from what I was told, from James Abbott McNeill Whistler when asked how long it took him to paint Nocturne in Black and Gold. An art critic named John Ruskin viewed the painting as an insult to art and that Whistler was simply “throwing paint in the viewers’ faces.” Whistler took him to court over the review, which was where he was asked the infamous question. (He won the case, but it bankrupted him in the process.) While the lawsuit is fact, I think this anecdote (as far as the quote is concerned) is also in question. The true origin of the quote may be lost to history.

  • ChrisSketch

    The version of the “It took me my entire life” quote, from what I was told, from James Abbott McNeill Whistler when asked how long it took him to paint Nocturne in Black and Gold. An art critic named John Ruskin viewed the painting as an insult to art and that Whistler was simply “throwing paint in the viewers’ faces.” Whistler took him to court over the review, which was where he was asked the infamous question. (He won the case, but it bankrupted him in the process.) While the lawsuit is fact, I think this anecdote (as far as the quote is concerned) is also in question. The true origin of the quote may be lost to history.

  • Tricia

    I read a similar story on Luc Latulippe’s web site about the comic book artist Sergio Aragone. Like so many links I have come across on Drawn!, I bookmarked this right away. That whole 1099 site looks like a great resource too! “Art is imitating life” here for me, because I am in this exact situation right now. About a month ago, I was laid off from my job with about 5 other people. However, only I was offered the opportunity to continue to work with the company on a freelance basis. Unfortunately, I will probably only be able to negotiate a “break even” rate with my former boss, but now my task is to attempt to attract other clients and ask for the rate that demonstrates my self worth. Good luck to others in the same boat!

  • Tricia

    I read a similar story on Luc Latulippe’s web site about the comic book artist Sergio Aragone. Like so many links I have come across on Drawn!, I bookmarked this right away. That whole 1099 site looks like a great resource too! “Art is imitating life” here for me, because I am in this exact situation right now. About a month ago, I was laid off from my job with about 5 other people. However, only I was offered the opportunity to continue to work with the company on a freelance basis. Unfortunately, I will probably only be able to negotiate a “break even” rate with my former boss, but now my task is to attempt to attract other clients and ask for the rate that demonstrates my self worth. Good luck to others in the same boat!

  • http://www.markrushworth.com/ mark rush

    We do things a little differently, a blend of the two.

    Having been in the business for over 7 years ive come to understand a
    few things about where the delays come even on the smallest project.

    What we do is estimate the amount of time it will take to do a project,
    but also tie the client into specific days of work, in this way we set
    clear deadlines for the provision of information from the client, know
    exactly whos doing what for who and when, and the client understands
    that anything over this time frame is chargeable (because you know 99%
    the way through a project they have another feature to squeeze in)

    i.e. logo design
    we estimate 10 hours split across 2 days
    for 5 hours we hammer out concepts and present,
    the client then has a set time to show it to their partners, directors
    cats and dog before coming back to us with a choice and/or feedback, we
    then spend the next 4 hours refining and sending across PDF’s until the
    client is happy. then off to print or whatever

    it works the same way with web design, print and almost everything else!

    Mark

  • http://www.markrushworth.com mark rush

    We do things a little differently, a blend of the two.

    Having been in the business for over 7 years ive come to understand a
    few things about where the delays come even on the smallest project.

    What we do is estimate the amount of time it will take to do a project,
    but also tie the client into specific days of work, in this way we set
    clear deadlines for the provision of information from the client, know
    exactly whos doing what for who and when, and the client understands
    that anything over this time frame is chargeable (because you know 99%
    the way through a project they have another feature to squeeze in)

    i.e. logo design
    we estimate 10 hours split across 2 days
    for 5 hours we hammer out concepts and present,
    the client then has a set time to show it to their partners, directors
    cats and dog before coming back to us with a choice and/or feedback, we
    then spend the next 4 hours refining and sending across PDF’s until the
    client is happy. then off to print or whatever

    it works the same way with web design, print and almost everything else!

    Mark

  • Brett

    I don’t get it…

  • Brett

    I don’t get it…

  • http://www.puppetbuilding.com/index.php/2006/09/how-to-price-a-puppet/ PuppetBuilding.com » Blog Archive » How To Price A Puppet

    [...] One of the biggest dilemmas faced by puppet builders (along with most other kinds of artists) is what to charge for their work. There’s a great Ellen Rohr article (link via Drawn) on this subject that all professional artists should read. [...]

  • http://www.maxdesign.com.au/2006/09/13/some-links-96/ Max Design » Some links for light reading (13/9/06)

    [...] How to charge a client [...]

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  • http://www.alex-hardy.com/2006/12/15/to-charge-by-the-project-or-by-the-hour/ Alex’s ramblings » Blog Archive » To charge by the project, or by the hour?

    [...] An amusing little story that’s flying around caused a smile. It reminded us of Martin Lambie-Nairn and his rather controversial re-design of the BBC logo. Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him. [...]

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  • http://eisabainyo.net/weblog/2008/10/11/how-much-should-you-charge-for-a-freelance-project/ How much should you charge for a freelance project? – Web Development Blog

    [...] From How to charge a client [...]

  • http://www.naturalk9supplies.com/Brand/mulligan.aspx Mulligan Dog Food

    NO thanks. I think that it is really hard to charge.