What determines illustration pricing?

Illustration pricing reflects more than the time spent drawing. A small website cut and a campaign key visual may both be one image, but they require different levels of planning, detail, review and usage rights. Defining the conditions before an estimate makes it easier to protect quality and decide where the budget matters most.

Seven factors that shape the estimate

• Purpose and channels
• Number and dimensions of images
• Characters, backgrounds and props
• Visual style and finish level
• Number of concepts or roughs
• Revision rounds and approval team
• Term, territory and secondary usage

Start with where the work will appear and what it must achieve

Advertising, packaging, websites, social media, books and motion assets need different dimensions, resolution and visual impact. Sharing the primary channel and likely future uses at the outset reduces the risk of redrawing. For multi-channel work, separated characters and backgrounds or additional safe space can make the artwork more adaptable.

Look at the amount of information in each image

A single portrait and a scene with several characters, products and a detailed setting are both one image, but the production load is very different. Accurate products, architecture, costumes, crowds and complex environments also require reference checks. Budget can be adjusted not only by reducing quantity, but by sharing backgrounds or prioritising the most important details.

Separate the review into clear stages

• Confirm objectives, channels and references
• Review composition and rough direction
• Approve line, form and colour direction
• Review final finish and layout
• Export and deliver channel-specific files

Composition and content should be approved at the rough stage, while final review focuses on colour and details. Major composition changes after finishing create avoidable rework, so it also helps to define who approves each stage.

How to use reference prices

Information that helps us estimate quickly

• Objective and intended audience
• Channels and required dimensions
• Quantity and preferred style
• Characters, products and settings
• Available logos, photographs or reference materials
• Delivery date and internal review dates
• Target or maximum budget
• Planned motion, web or secondary use

The brief does not need to be complete. Once the purpose and priorities are clear, we can organise the quantity and process together. KENIKO can also plan how illustrations extend into comics, 2D animation, film and web experiences.