it's kind of different for everyone. print tends to have lower rates than advertising, tech, or digital. so it's usually finding out what their budget is and then deciding if it's something i want to do enough for the price. https://twitter.com/imsarahbarrett/status/1346589585774678018

my rates are $90-125/hr or $650-1000/day and i tend to guestimate the time for project rates. i got paid like $1500 or something for the malibu mag job which was way too low for the role / needs. (they wanted a FT AD to work overtime for like 2.5 mos)

you have to look at the client, distribution, what the work conditions/process are, and what you want for your time based on that and your typical rates for the rest of your clientele. you can dictate what some of those things will be within budget constraints.

but everyone has a budget. they just don't always tell you up front bc they think pricing is some kind of game. so it's good to just ask them what that is, or a range up front. and if they won't tell you, throwing them your full estimate will usually have them admitting a cap.

the most important thing about pricing is that it's not your job to discount yourself. figure out what the work and license (if any) costs and if they waver + you're flexible, tell them it's a convo, which you could've had if they told you their budget in the first place but alas

this thread was if you're speaking just of design. if this includes illustrations, you need to be pricing for a license for scope of use as well.