How should i price freelance illustration work for different types of clients?

[Violet_S]

I’ve been a freelance illustrator for about three years, and I’m starting to feel completely stuck when it comes to pricing my work for different types of clients. A local small business wants a simple logo, a publishing house is asking for a full book cover, and an individual wants a custom portrait—they all feel like they should have different rates, but I don’t know how to structure that without undercharging or scaring anyone off.

[Ava.C]

Honestly I tried separating by deliverable: logo, book cover, portrait. I made a simple price card with a base for each type, plus add‑ons for revisions and usage rights. Logos usually got the lowest base, book covers the highest, portraits in the middle. It helped me explain what’s included and avoid squirmy back‑and‑forth on scope.

[JoshuaST]

I experimented with tiers and still felt exposed. I once offered a basic package, a standard package, and a premium for rights and tweaks, but I found one client didn’t get why a book cover would cost more than a logo when it has lots more artwork. I ended up pricing based on expected workload and the rights instead of a flat label.

[OliverVM]

Sometimes I just go with a gut check: I estimate hours, add roughs, factor in a buffer for revisions, then add a rights fee. It feels clumsy and most days I’m not confident. A friend told me to use a contract and a written scope, and I did, but I still worry I’m leaving money on the table.

[Jason85]

Do you think the real problem is not the numbers but being able to say no to lowball work or to explain value in a way that doesn’t make you feel like a salesman?