This is how to set your freelance graphic design rates, according to the Graphic Artists Guild
I’ve been a freelance graphic designer for over 20 years. One of the most frequently asked questions I receive from new freelancers is: How much do freelance professional graphic designers charge? After all, knowing what to charge if you’re a designer can be a tricky subject. While a freelancer’s rates are often subjective, the Graphic Artists Guild Handbook offers helpful guidance on the topic of freelance graphic design rates for those who need help getting started.
On average, experienced graphic designers charge between $65-$125 per hour for general design projects. However, rates may vary based on the type of project and the experience of the freelancer.
Pro-tip: Bookmark this article and save it for future reference when quoting projects.
IN THIS ARTICLE
Graphic design rates for hourly and project-based pricing
In the latest edition of “Graphic Artists Guild Handbook: Pricing & Ethical Guidelines“, the Guild offers a suggested range for design rates. These ranges are based on a variety of factors including the size of the client’s firm, the experience level or expertise of the designer, your role in the project, the complexity and the type of work involved.* Below, I will offer an abbreviated summary of those suggestions. Beginners should consider rates at the lower end of these ranges. Experts should consider the upper limits.
Project-Based Rates Pricing Guide
| Project Type | Flat-Rate |
|---|---|
| Logo Design | $1,250-$50,000 |
| Web Design | $2,000-$50,000 |
| Banners/Social Media Graphics | $75-$1500 |
| Print Ads | $75-$4500 |
| Digital Billboards | $100-$3,000 |
| Print Billboards | $200-$4,000 |
| Direct Mail Package | $500-$7,000 |
| Press/Media Kit | $500-$4,500 |
| Product/Service Catalog | $500-$15,000 |
| Brochure (6-panel) | $125-$5,000 |
| Brochure (8 pg) | $200-$6,500 |
| Brochure (16 pg) | $480-$9400 |
| Book Cover/Flyer (1 concept) | $100-$2500 |
| Interior Book Design (per pg) | $2-$25 |
| Infographic Design | $50-$150+ |
| Illustrations | $150-$12,000 |
Hourly Rate Pricing Guide
| Project Type | Hourly Rate |
|---|---|
| Graphic Design (general) | $65-$125 |
| Web Design | $65-$250 |
| Digital/Web Banner Ads | $30-$150 |
| Print Ads | $30-$150 |
| Digital Billboards | $30-$150 |
| Print Billboards | $30-$150 |
| Direct Mail Package | $30-$150 |
| Press/Media Kit | $30-$150 |
| Product/Service Catalog | $30-$150 |
| Brochure (6-panel) | $30-$150 |
| Brochure (8 pg) | $30-$150 |
| Brochure (16 pg) | $30-$150 |
| Book Cover/Flyer (1 concept) | $30-$150 |
| Interior Book Design (per pg) | $50-$100 |
| Infographic Design | $50-$150 |
| Exhibit Design | $75-$150 |
| Photo Retouching | $40-$125 |
| Package Design | $50-$170 |
| Illustrations | $20-$260 |
Guidance on Deposits
The Graphic Artists Guild also suggests collecting a 25-50% deposit at the start of your project engagement. I usually opt for the 50% with my clients. The deposit should be based on the project quote which should include an overall estimate of the work plus any fees or expenses you expect to incur. For ongoing work and retainers, I collect a 50% deposit on the estimated initial billing. When quoting graphic design projects, I also like to factor in a certain percentage of my general business expenses as well, like health insurance, and freelance accounting/bookkeeping for instance.
Guidance on Revisions
Designers should always anticipate revisions. The Graphic Artists Guild suggests an additional charge of 100-150% fee on top of the initial cost if revisions are not otherwise included or outlined in the initial contract. I prefer to include 2-3 rounds of revisions in my initial project estimates and switch to hourly billing if additional edits are needed.
Rush Fees and Holidays
Graphic designers should also have a rush fee in place for quick turnarounds (24-48 hours), holiday work and weekend work. The Guild suggests an additional fee between 20-100% depending on the type of project.
Cancellations & Terminations
Finally, designers should also include a cancellation or termination fee in every contract. The Guild suggests the following:
- Before the completion of the concept phrase: 25-50%
- After completion of preliminary work: 50-75%
- After the finished work is complete: 70-100%
If you found this article helpful, I strongly recommend picking up a copy of the handbook referenced throughout this article. It has been a game changer for my business. I hope it does the same for you.
How do you determine your rates? Did you find this guide helpful? Let me know in the comments and don’t forget to connect with me on social media using the links below!
Hi, amazing blog. I have some questions if you don’t mind
1. I understand that he rates now. However, I feel, my profile on Upwork is not strong enough to charge even 30$ an hour. Clients happily pay may 15$/h but at 30$ it’s mostly never possible.
2. I find my main issue to be, I never have enough clients to fill up my whole schedule. I am mostly free and working only maybe 8-12 hours a week.
-Hassan
Hey Hassan! I would have to have more information to really offer advice. But I can tell you that the sky is the limit as far as your earning potential is concerned. It sounds like you may just need to learn how to market yourself to a new audience.
Freelance Graphic Designers may charge between $30-$200 per hour depending on their level of experience and area of expertise. I am Freelance Motion Graphics Designer with exposure in Art Direction, Graphic Design, Compositing, and Video Editing. I have worked extensively across both the advertising and broadcast industries, creating engaging content.
I Hello Morgan i like your discussion about that point so really its useful and not enough to read it just one time, nice to read from you and cooperate :))
thank you!
good luck.
the thing is how do you know how many hours will take you to do the job?
Experience!
Need help. Got my first major Freelance Graphic job. How much should I bill them for the services they are asking for.
They need a 11×17 graphic for print
6x 4.25 event badges with 7 separate titles
22×28 Aframe Poster
4 foot x 10 foot horizontal banner
They also want me to communicate and handle the printing with an option for me to handle print payment and get reimbursed or send them the billing directly.
Your article is creative and different from most others that I have seen. You mention printing rates in graphic design as well, which makes it more interesting to read because there’s always room for discussion about what goes into producing great-looking prints or posters!
I’m not sure if this was intentional but mentioning “graphic” alongside the word ‘design’ at least twice within your text (once internally) creates an idea of creativity involved – something many would-be designers forget when they first start out on their own paths today due largely thanks mainly IMO.
Thank you, Morgan! This article is hugely helpful to me. I admire your very straight-forward and practical approach and you have given me some great tips. All the best! Susan
I’m so glad Susan! Thank YOU!
I have been freelancing for over 10 years and have always had trouble determining how much to raise my rate. Not to mention feeling like I didn’t “deserve” it. Thank you so much for breaking it down so clearly, this is the best calculation I’ve ever come across and now I feel so much more confident knowing how much I’m worth! I’ve totally been undercharging some of my older clients, but that will change now 🙂 Thank you Morgan!
Amazing! So glad to hear it. That makes my heart warm and fuzzy
Thank you Morgan! So good to have other women freelancers out there telling their stories and helping out the rest of us! Looking to do a major price raise to get myself in line with the industry and reflect my experience and of course am having major imposter syndrome! This article helped SO MUCH ❤️
Excellent post. I certainly appreciate this site. Thanks!
So helpful. Thank you!
Thanks for the article, I enjoyed your thinking.
Whenever I’m asked by peers about my rate I have two responses – it’s the highest rate I can say with a straight face and if I don’t get turned down because of my price in a year then I’m not charging enough.
This is a great reference for cost/hour or by project. What you would suggest or charge for a client who needs help facilitating printing their materials, but is providing a pre-designed file?
Hi Erin. Could you offer a specific use case?
Ugh thank you so much for posting this! It’s so annoying trying to just get a straight answer about pricing, this was so helpful!