How to Value and Price Your Creative Work
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When it comes to running a creative business, one of the biggest challenges many artists, writers, and freelancers face is how to price their work. It’s a topic that often stirs uncertainty and even fear—how do you set a price that truly reflects the time, skill, and creativity behind what you create?
Georgie Morrison, host of the Courageous Creatives podcast, along with her co-host and mother, Sarah Hope, tackle this very question. In Season 1 Episode 7, they share personal experiences, insights, and practical strategies to help creatives determine their worth and set prices with confidence.
The True Value Behind Creative Work
“People often assume pricing is straightforward if you’ve done your market research,” says Sarah. “But the reality is, it’s constantly evolving.” She highlights the importance of understanding the true value behind what you create, explaining that, for many creatives, the process of setting prices involves much more than simply looking at competitors.
Georgie adds, “When you’re setting a price for your work, it’s tempting to compare yourself to other artists or freelancers, but that can be misleading. Factors like experience, customer base, and market reach play a huge role. You don’t want to set your prices too low just to compete—you need to value your time, effort, and skills.”
A Realistic Breakdown: Handmade Ceramics as an Example
Sarah and Georgie’s family-run ceramics business offers a hands-on perspective on valuing handmade products. “We recently priced a handmade platter at $120, and someone questioned why it wasn’t $60,” Georgie recalls. “That price isn’t just about the materials; it reflects the time, creativity, and extensive production process.”
Sarah explains further: “A single piece might take an hour and a half to shape, then it needs to dry for seven days before the first firing. That firing can take 12 hours, plus another 24 hours for cooling. After that, we glaze and fire it again. It’s a long process, and when you factor in our kiln size, we’re producing small batches, not mass quantities.”
This detailed explanation is essential for helping customers understand why handmade products often come at a premium. “It’s often not about trying to make a huge profit,” Sarah adds. “It’s about covering costs, and valuing the time and skill that go into each piece.”
Overcoming Pricing Challenges
Pricing creative work isn’t just about setting a number; it’s also about navigating customer expectations and rejection.
“There will always be people who think your work is too expensive,” Georgie acknowledges. “And that’s okay—they’re not your customer. It’s important to stay true to your pricing and find people who truly value what you offer.”
Sarah shares her own approach: “When someone questions my prices, I explain the process and why it costs what it does. If they’re genuinely interested, they’ll appreciate the detail. If not, I’m okay letting them walk away. There will be others who understand and value the time and effort that goes into it.”
Knowing Your Worth: Government Guidelines as a Benchmark
Understanding industry standards can be a useful way to start valuing your work.
“The Regional Arts Fund in Australia suggests that visual artists should charge between $25 and $83 per hour, depending on the work’s nature,” explains Georgie. “This gives creatives a benchmark for setting their rates.”
She adds, “[Based on their calculations] if you have been working for six hours, for instance, you should be earning at least $192 at the minimum rate, and $498 at the top rate. If you’re charging less than that, you’re undervaluing your skills. Your creative work should be profitable—otherwise, you’re no better off than in a nine-to-five job.”
Taking Emotion Out of the Equation
For many artists, pricing their work involves emotional hurdles.
“There’s a fear of not being good enough, of people rejecting your work, or thinking it’s too expensive,” Sarah admits. “It’s so important to take emotion out of it and be confident in your pricing.”
Georgie adds, “Fear and stress can be the biggest creativity killers. If you separate the financial aspect from your creative process, you’ll find that you enjoy your work more, and it will show in the final product.”
Practical Tips for Setting Prices
Here are a few strategies from Georgie and Sarah’s discussion:
Work Out Your Operating Costs: Your business is unique to you, and your circumstances! You need to understand its needs, and where your baseline is.
Research Comparable Work: While it’s important not to solely base your pricing on others, researching similar work can provide a helpful starting point for the local market. For example, a rural/regionally based business generally won’t be at the same price point as metro areas, largely due to population demand and overheads.
Use Standard Formulas: For artists, pricing per square inch can help standardise rates for canvas sizes. For freelancers, you can calculate your hourly rate based on your past salary, but aim to charge at least double ‘per hour’ to cover overheads, account for taxes and levies, and acknowledge the value of your expertise.
Explain Your Pricing: Be prepared to walk customers through the process behind your product. Helping them understand the time and effort involved can justify the price, or clarify any confusion around the investment, and just how much work is involved.
Stand Firm: Not every potential customer will understand or value your work. It’s okay to let them go, and focus on those who appreciate your skill and are willing to pay for it.
Why Art Became Valued in the Pandemic:
Georgie notes a significant shift in the way people value art and handmade products, particularly following the pandemic.
“People have spent more time at home and are investing in making their spaces beautiful and meaningful. There’s a growing appreciation for handmade and individual work.”
Sarah agrees, adding, “With the rise of social media, artists now have a platform to showcase their work directly to audiences. You don’t need to rely on galleries or wait weeks for a magazine response like I did years ago. It’s a game-changer.”
Building Creative Confidence
Ultimately, valuing and pricing your work is about confidence.
“You have to believe in your worth,” says Georgie. “If you don’t value your creativity, neither will anyone else.”
Sarah concludes with a final piece of advice: “At the beginning, it’s okay to feel unsure about what to charge. The important thing is to keep putting your work out there and gain confidence from the feedback and support of those who appreciate what you do.”
The Takeaway
Building a creative business is as much about valuing yourself as it is about creating beautiful work. Set prices that reflect your skill, time, and expertise, and don’t be afraid to stand by them. The right customers will come, and they will value the unique creativity you bring.
about Courageous Creatives Podcast
Courageous Creatives Podcast is for creatives, small business owners, and side-hustlers ready to build successful, modern careers on their own terms. Hosted by Georgina Morrison, a multi-creative business owner who has forged her own successful path, this podcast is on a mission to bust the ‘starving artist’ myth and empower you to thrive in your creative business — no matter your postcode. Tune in for actionable tips on small business growth, breaking through industry gatekeeping, and overcoming obstacles. Let’s transform your creative career! Welcome to the Courageous Creatives Podcast.
