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How to Price and Sell Digital Paintings, Illustrations and More


Digital art has exploded in popularity over the last decade. With the accessibility of graphics tablets, specialized software and online platforms, more artists are embracing digital mediums and finding new ways to share their work. But for many, determining how to effectively price and sell digital art remains a challenge.

Pricing artwork is always tricky. As an artist, you want to charge enough to make a profit, while still keeping prices accessible for buyers. Digital art adds another layer of complexity since files are easy to duplicate. So how do you put a dollar value on something that can be copied endlessly?

This article will walk you through best practices for pricing different types of digital art. We’ll also look at the most effective sales platforms and marketing strategies. By the end, you’ll have all the knowledge needed to confidently price and sell your digital creations.

Setting Your Hourly Rate

The first step in pricing any type of art is determining your hourly rate. This provides the baseline for calculating prices. To find your hourly rate, add up all your monthly expenses and desired income, then divide by the number of hours you realistically want to work per month.

Here are the key expenses and factors to consider:

  • Equipment costs – Include monthly payments for items like graphics tablets and software licenses. Factor in deprecation too.
  • Studio overhead – Bills, rent, supplies and other studio operation costs.
  • Taxes – Remember to account for self-employment taxes if you’re a freelancer. Also factor in income taxes.
  • Desired income – How much do you need to earn each month to cover your living expenses and financial goals? Add in a profit margin too.
  • Time working – Be realistic about the number of hours you can dedicate to art each month after other obligations. It’s better to estimate low.

For example, let’s say your monthly expenses and desired income total $4,000. You want to keep your schedule flexible and estimate you can work about 80 hours a month max. To find your hourly rate, divide your $4,000 goal by 80 hours which equals $50 per hour.

This hourly rate becomes your foundation. From here, you can calculate price estimates for digital projects based on the time involved.

Pricing Original Digital Illustrations

Original digital illustrations are one of the major services freelance artists provide. This includes any artwork created from scratch and delivered as a digital file. Clients may request illustrations for books, album covers, posters, board games and more.

There are several factors to consider when pricing original digital illustrations:

Project Size

Bigger, more complex illustrations take more time. A full book cover illustration will require higher compensation than a simple spot illustration for a blog post. Take into account things like:

  • Dimensions – The size of the end product will impact time spent. Big vinyl banners need more detail than small web icons.
  • Details – Illustrations with lots of intricate elements, characters and backgrounds take longer than minimalist scenes.
  • Revisions – Will the client require multiple drafts and changes? Add surcharges for extensive revisions.

When estimating project size, overestimate rather than underestimate. It’s better to pleasantly surprise the client with a refund later than ask for more money halfway through a project.

Usage Rights

How will the client use the artwork? Rights for a one-time magazine cover are much different than rights for a perpetual marketing campaign across multiple platforms.

Factor in things like:

  • Placement – Cover art and products need unique pricing.
  • Print run – Using the art on 200 posters versus 20,000 posters impacts value.
  • Term – One-time use versus multi-year licensing changes pricing.
  • Exclusivity – Can the art be licensed to other clients after this project?
  • Products – Merchandising products with the art is more lucrative than one-off digital use.

Clearly define usage rights in a contract. Non-exclusive rights are standard. But if you plan on selling exclusive rights, increase pricing to reflect the loss of future licensing opportunities.

Client Budget

Some clients have bigger budgets than others based on company size and the project scope. A children’s book may only pay $500 per illustration, while a Fortune 500 company could pay $5,000. Ask about the budget upfront so you can tailor your quote and process accordingly.

Your Skill Level

More seasoned illustrators can command higher prices. But when starting out, you may need to charge less until you build an impressive portfolio. Consider where you are in your career when estimating pricing.

To summarize, take stock of all these factors when quoting original illustration projects. Track how long similar past projects took you. Generate an itemized cost estimate for the client showing your hourly rate, estimated hours and any additional expenses. This helps justify your pricing.

Many artists charge by the hour for illustrations. But you can also charge a fixed project rate based on your hourly rate calculation. This transfers some risk to you, but also nets more earnings if you finish faster than expected.

Selling Digital Paintings

Digital paintings are unique original artworks, usually created with painting apps and graphics tablets. Unlike illustrations designed for clients, you have full creative control when making digital paintings. This allows you to set prices based more on perceived value versus hours worked.

What determines the monetary value of a digital painting? Here are the key factors:


Bigger canvases cost more due to added time and the increased visual impact.

Print Quality

Paintings meant for high resolution printing on large formats understandably demand higher prices than lower resolution works best suited for web use only.


Digital paintings showcasing lots of skilled techniques take more effort and drive up prices. Things like lighting effects, detailed textures and complex compositions add value for buyers.


Using lots of rich, vibrant colors creates stunning visuals that grab attention. Black-and-white or limited color palettes tend to sell for less.

Subject Matter

Popular subjects like people and animals sell for more than still lifes and landscapes. Paintings with meaningful themes and emotional depth also attract higher prices.

Your Reputation

As you build a following and become recognized in the digital art world, you can charge more. Untested new artists need to underprice at first.


If you only make a painting available as a one-of-a-kind original, you can often charge a premium. But you earn more in the long run selling reproduction rights.

A tiered pricing structure works well for selling original digital paintings. For example:

  • Web Resolution File – $50
  • Print Resolution File – $150
  • Original File + Print Rights – $500
  • Original File + Print/Merch Rights – $2,000+

This lets buyers choose based on their needs and budget. You also earn additional revenue from merchandise and prints.

Pricing Digital Drawing & Painting Commissions

Commissioned digital drawings and paintings are unique artworks you create for individual buyers. This gives clients a personalized, custom piece of art.

Common commission subjects include portraits, pet drawings, fan art, fantasy scenes and wedding guestbook pieces. Clients appreciate the sentimental value of personalized artworks.

Follow these tips when pricing commissioned drawings and paintings:

  • Have set commission tiers – Offer standard options like simple line art, detailed black-and-white and full-color paints. This simplifies your quotes.
  • Charge 50% upfront – This covers you if the client disappears mid-project.
  • Price by complexity not size – Intricate digital paints take the same effort whether the canvas size is large or small.
  • Charge extra for additions – New subjects, additional revisions and changed deadlines call for surcharges.
  • Factor in urgency – Rushed turnarounds warrant premium pricing.
  • Request photo references – Having clear visual references makes your job easier and faster.
  • Sell reproduction rights – This provides passive income from art prints.

Also be sure to use a reliable digital art program that makes it easy to create clean, pro-level commissions quickly. Procreate on the iPad is a user-friendly choice many artists swear by.

Selling Digital Downloads of Your Art

In addition to selling the original files, you can also generate a stream of passive income by offering your digital creations as standalone downloads.

These can include things like:

  • High-res printable art
  • Phone wallpapers
  • Video project files
  • Brush and texture packs
  • Video tutorials
  • Patterns, shapes and vectors

Digital downloads remain fully in your control even after selling. This allows you to keep your original artwork while still monetizing it through reproductions.

There are two popular ways to sell downloads:

Your Own Website

By selling from your own site, you keep 100% of earnings. However, you need to handle product setup, marketing, customer service and payment processing yourself.

Shopify and WooCommerce make it easy to launch online stores on WordPress and other platforms. Just be sure to carefully optimize SEO to drive search traffic. Promoting your shop on social media helps boost visibility too.


Large marketplaces like Etsy, Creative Market and Redbubble take care of the platform, traffic and marketing. You simply upload products and collect sales. However, these sites charge commissions and fees ranging from 20-40% on each transaction.

Weigh the pros and cons when deciding where to sell your digital downloads. Try showcasing products in your own shop while also listing them across a few choice marketplaces for added distribution.

When pricing downloadable art products, aim for 2-10X the cost to produce them. So if you spend $10/month to keep your online shop running, price products to generate at least $20-100 in profit beyond that.

Offering Graphics Design Services

Graphics design needs span all industries in the modern digital world. This high demand means skilled digital artists can earn substantial income providing graphics services.

Some of the most lucrative projects include:

  • Social media graphics – Creating Facebook/Instagram ads, posts and banners
  • Logo design – Crafting brand logos and elements
  • Web/app design – Designing site and mobile app interfaces and assets
  • Book/ebook covers – Cover art and visual content for publishers
  • Marketing materials – Infographics, whitepapers, sales sheets and more
  • Packaging – Labels, boxes and product wrapping

The process for pricing design services aligns with drafting illustrations quotes. Estimate the project scope, factor in usage rights, assess client budget parameters and base your rate on experience level.

But with graphics design, the client’s business objectives play a bigger role in pricing. A local shop may only spend $200 for a logo. But a startup trying to land investors may readily pay $5,000.

Talk to the client about goals and metrics. How will your graphics help boost revenue or lower costs for them? Supporting metrics like, “This will help generate 100 new customers per month” justify higher pricing.

Many designers charge hourly or day rates for graphics work. But you can also shift to value-based pricing once established. Estimate the monetary gain your client expects from the project, then price accordingly.

Making Money Teaching Digital Art

Beyond creating and selling your own artwork, you can profit from your skills by teaching digital art to others. This serves as both income and personal branding that grows your career long-term.

Here are some of the top ways to generate revenue teaching art:

Live Workshops

In-person workshops allow you to demonstrate techniques hands-on while building personal connections. Even simple one day classes held locally can bring in $100-$200 per student when priced at $50-$100 per person.

Pre-Recorded Online Courses

Online courses let you teach students around the world. Develop a multi-week curriculum on platforms like Udemy or Skillshare. With the right marketing, popular courses can generate $10,000+ in passive income per month.

Custom Video Lessons

Some students learn better one-on-one. Offer custom video lessons tailored to each buyer’s needs and goals. These typically sell for $30-$200+ depending on the lesson duration and details.

Digital Brushes, Textures and More

Sell digital products that teach as well as provide commercial use value. For example, custom brush packs, actions and texture kits. Include video walkthroughs showing how to use the assets in projects.

Podcast Sponsorships

If you have a popular art-focused podcast, you can earn $200 to $10,000 per episode by doing sponsor spots for brands. Make sure sponsors align with your audience’s interests.

YouTube Channel Monetization

Building a YouTube following opens multiple income streams. You can earn ad revenue, sell merchandise, promote affiliate products and more. Just be sure educational videos align with the platform’s rules.

Teaching allows you to multiply your earnings from your core skills while establishing yourself as an expert. Don’t keep your knowledge siloed as a secret. Find ways to package and productize it for hungry art students worldwide.

Keys for Marketing and Selling Your Digital Art

Pricing artworks profitably means nothing if you can’t connect with buyers. You need exposure to get your digital creations in front of potential collectors and clients.

Use these proven marketing tactics to successfully promote and sell your art:

Online Portfolio

A professional website portfolio is a must. Showcase your best work neatly organized by category. Optimize portfolio pages for keywords buyers search like “fantasy digital art”.

Social Media

Post art regularly on Instagram, TikTok, Twitter and other visual social platforms. Use relevant hashtags. Engage with your audience. Aim for content that gets likes, comments and shares to expand reach.

Online Galleries

Join reputable gallery sites like Artsy and Saatchi Art. Their existing collector base helps surface your art to buyers hunting for new pieces to purchase.

Contests and Exhibitions

Competitions drive entrants and visitors to your portfolio. Exhibitions also connect you with engaged art fans and fellow artists.

Direct Email Marketing

Build an email subscriber list. Send occasional updates on new pieces, exhibitions and special offers. Respect recipients with valuable, non-spammy content.

Try cost-effective ads on Google, Facebook and Instagram to boost art visibility. Target buyers searching art terms and demographics likely to purchase pieces in your style and price range.


Partner with artists in complementary styles for giveaways, social media takeovers and other joint initiatives that introduce you both to new audiences.

Press Outreach

Pitch your art to culture blogs, art sites and lifestyle magazines. Securing press coverage lends credibility and expands awareness.

Networking Events

Attend gallery openings, art festivals, networking mixers and conferences to connect with buyers and influencers. Share contact info and sample works to stay top of mind.

With persistence and creativity in applying these tactics, you can build an audience of collectors excited to purchase your digital creations and services. Don’t wait for buyers to magically find your art alone online. Proactively get it in front of them across platforms.

Digital Art Sales Tips and Strategies

Beyond smart marketing and fair pricing, employing the right sales approaches also ensures your art sells once it reaches the right buyers.

Here are key sales optimization tips:

  • Make buying easy – Eliminate friction in the purchase process. Share pricing clearly. Offer simple buying options, secure payment systems and follow-up convenience.
  • Provide exceptional service – Reply promptly to inquiries and fulfill orders faster than expected. Follow up post-purchase to delight buyers.
  • Appeal to emotions – Connect your art to universal themes like love, nature and childhood. We buy based on feelings more than logic.
  • Solve problems – Show how your art brings joy, makes a statement, or relates to causes buyers care about.
  • Share your story – Let your personality shine through. The story behind the art is powerful.
  • Limit editions – Scarcity spurs sales. When supply seems limited, demand rises.
  • Offer payment plans – Breaking purchases into installments opens sales opportunities with budget-minded art lovers.
  • Follow up regularly – Gently remind leads of your art over time. The average customer needs to see an offer 7+ times before buying.
  • Request referrals – Happy buyers likely know others who would appreciate your artwork too.
  • Reward loyalty – Offer special discounts and early access to avid collectors who spend substantial amounts over time.
  • Upsell tactfully – After a purchase, mention complementary artworks or services buyers may also appreciate. But don’t be pushy.

The combination of talent, passion and smart business acumen is powerful. Use these sales principles to profit from your digital artwork while making a lasting impact on buyers.


Selling digital art may seem complicated, but it becomes much simpler once you know the basics. Determine fair hourly rates, assess project scopes accurately, choose the right sales platforms, master promotional tactics and focus on delighting art buyers.

Remember to track your time on tasks, save reference notes from client calls and continually refine your quoting process. Over time, pricing digital artwork confidently becomes second nature. That leaves you free to channel creative inspiration rather than stressing about the business side.

What tips do you have for effectively monetizing original digital artwork and illustrations? Share your thoughts and experiences in the comments below!

By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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