How to Price Your Artwork for Licensing

I still remember the first licensing message that landed in my DMs. A real brand wanted my artwork on their products. I read it three times, did a happy dance in the kitchen, and then my stomach dropped.

They asked for my rates.

I didn’t have rates. I was a self-taught artist with an Etsy shop and a lot of hope. I spent that night Googling, reading forum threads, and second-guessing every number I typed. Too high and I’d lose them. Too low and I’d feel it for years. I nearly sent a number that barely covered my time, just so they wouldn’t walk away.

If you’re there right now, I want you to hear this: You aren’t asking a brand for a favor. You’re offering them something that will help them sell. Pricing is simply putting a value on that.

Here’s how I think about it now.

1. You’re Licensing Rights, Not Selling Your Painting

A license is permission to use your art in a specific way. The price depends on the details: which product category, how long, where, and whether it’s exclusive.

For example, I typically offer a non-exclusive license for a category like bedding, with an exclusive colorway for that brand, for a two-year term. I keep the rights to my artwork and can show it in my marketing.

2. Choose Flat Fee or Royalty and Know the Difference

A flat fee is paid once, upfront. A royalty is a percentage of sales, usually a small single-digit percentage of the wholesale price, and it pays over time.

For example, flat fees are simple and predictable, which is why most of my deals start there. With a royalty deal, you can ask for an advance so you’re paid something before the product sells.

3. Price Existing Work and Custom Work Differently

A design that’s already finished takes less of your time than one created from scratch.

For example, here’s my current structure. I charge $300 per existing design, which includes limited color edits, scale adjustments, and the file types they need. I charge $700 for a bundle of three designs. This is what I would quote for a small brand, though I charge more for larger brands. For a custom design or collection, my rates range from $500 to $2,000.

4. Protect Your Art So It Can Earn Again

One painting can become income again and again, but only if you keep your rights. Be cautious with buyouts that hand over your artwork forever for a one-time fee.

For example, a two-year term means that when the license expires, the design is yours to license again, subject to the terms of your agreement.

Your Action Step This Week

Set aside 30 minutes and write your own pricing table. Three lines: one existing design, a bundle, and custom work. Next to each, list what’s included.

Then save it somewhere you can find it fast, so the next time a brand asks for your rates, your stomach stays right where it belongs.

For a deeper look at industry pricing standards, read Chapter 10 of the Graphic Artists Guild Handbook: Pricing & Ethical Guidelines.

Want the Exact Pricing Table and Emails I Use?

My Art Licensing Pitch Kit has my intro email with a pricing table already built in, plus DM replies, pitch and follow-up emails, negotiation tips, and an editable licensing agreement.

It brings together everything we’ve covered here.

Grab the Art Licensing Pitch Kit Here

Naming your price is part of the work, and you’re more ready for it than you think. I’m so glad you’re here, and I’m here cheering you on.