Hey, Reader!
There is a kind of email that makes every creative's stomach drop and heart speed up at the same time. It usually starts with “we came across your work” and ends with “what would you charge?”
When I was just starting out, my first instinct was to answer fast. I mean, I didn't want to look like I was too good for them or worse, get flagged as unresponsive or disorganized. But you know what? That instinct to answer quickly was expensive.
This week: what to pin down before you name a number, the reply that buys you 24 hours, and the two-tab system so you never have to remember what you charged.
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KASHMIRA JAYAPRAKASH-KAYS ILLUSTRATIONS
Sun-Warmed and Nostalgic
Dusty olive leaves, soft blush petals, and warm orange centers create a palette that feels like something you'd discover tucked away in an antique shop. The deep brown outlines add definition and give the flowers a lovely vintage-print character.
Florals with an Easy Rhythm
The branching stems travel diagonally through the repeat, giving the pattern a relaxed sense of movement. Varied flower shapes add interest. And there is a hint of imperfection that creates a sense of character and charm.
Made for Collected, Comfortable Homes
This pattern would work beautifully on wallpaper, bedding, curtains, and cottage-style kitchen textiles. It’s a natural fit for buyers drawn to vintage florals, relaxed interiors, and a touch of nostalgia.
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ASHLEY-PRESUTTI DESIGN
A Quiet Winter Blue
I love this geometric snowflake repeat. The pale icy blue and white palette is clean, peaceful, and unmistakably wintry. Its color scheme makes the design seasonal without being holiday specific.
Where Geometry Meets Playfulness
Structured snowflakes interlock with looping, ribbon-like lines, creating a repeat that feels both orderly and animated. The continuous linework adds movement and turns a familiar winter motif into something modern and distinctive.
For a Fresh Take on Winter
This pattern would be especially appealing on gift wrap, pajamas, nursery textiles, table linens, and winter stationery. It suits buyers who enjoy Scandinavian-inspired design and subtle seasonal decorating.
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CURLY AND CAFFEINATED-HEIRLOOM PUMPKINS
An Autumn Palette with a Softer Side
Powder blue, sage green, and creamy white give these pumpkins a fresh alternative to traditional fall colors. The soft brown in the leaves and stems adds just enough warmth to keep the palette grounded in the season.
A Naturally Gathered Arrangement
The mix of pumpkin shapes, sizes, and overlapping forms creates the feeling of a thoughtfully gathered harvest. Delicate leafy sprigs soften the composition and bring a graceful, hand-illustrated quality to the design.
For the Calm and Cozy Decorator
This artwork is perfect for seasonal decor, tea towels, pillows, and seasonal wall art. It’s ideal for someone who loves fall decorating but prefers an understated, cottage-inspired palette.
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Tip #1: Start With Nine Questions
A brand emails asking what you would charge for one pattern. The magnetic pull to answer right away is strong, especially with a burst of adrenaline fueling you. Resist that urge. Don’t answer without a system in place to make sure you’re pricing your time and talent according to the current market and the job asked of you.
Here are 9 questions to have in writing before any quote leaves your outbox:
- What is the product category?
- What territory will it be sold in? US only, or worldwide?
- Term length and the date the term starts: Get both. “Two years” means nothing without a start date.
- Is this exclusive or non-exclusive, and scoped how? Exclusivity can be limited by category, by territory, or by time.
- Where the products will be sold?
- Royalty or a flat fee?
- Is there an advance?
- Can they change your art without your approval?
- Will your copyright notice appear on the product?
Having answers in writing before you start, not only helps you set your pricing correctly, but it can also avoid uncomfortable conversations and creative frustration.
I was working with a band years ago. Designing merch for a big festival. I delivered the final artwork to them. Everything seemed fine. But I forgot to ask them one of the questions and I didn't have any written policies about it.
Then I saw the t-shirts.
Someone else had tweaked the color - and by tweaked I mean changed the entire color scheme and made it glow-in-the-dark. My name was still associated with the design, but it had become something I never would have sent out with my name on it.
Lesson learned.
Don’t ever be afraid to ask questions. You owe it to yourself and your brand you’ve worked so hard to develop.
This week’s move: Put those nine questions in a note on your phone. You'll be ready when you get that next email.
Tip #2: Quote the Scope, Not the Pattern
Nobody expects a firm number in the first email. That took me a long time to learn.
A three line holding reply is normal and professional. Thanks for thinking of me, A few quick questions so I can quote accurately: (then the list above).
This short email does two things. First, you're responding quickly and professionally. Second, you're buying yourself a little time to review their request and make sure you're giving them a quote that works for you.
When you respond, remember you’re not pricing the pattern in isolation, you’re pricing the entire job they asked of you.
Exclusivity gets its own line and its own price. If they want the only version of that design in their category, you are giving up every other deal in that category for the length of the term. That is a real cost to you. Price accordingly and make sure you highlight that point in the quote.
For a starting point on royalties, Pattern Observer’s 2026 licensing guide puts apparel fabric around 5 - 8% of net sales, quilting and fabric collections 5 -10% percent, home decor 5 -12% percent, and stationery and gift 5 - 8% percent. Don't forget that royalties are often calculated at wholesale prices. That means if a product wholesales for $10 but retails for $20, your royalty percentage is calculated on the $10, not the $20. I just included this in case you need a place to start. Always do your own research.
A note about advances. A lot of designers don't realize that an advance is not extra money on top of your royalty agreement. It is a prepayment that comes out of your future royalties until you earn it back.
Before you send the quote to your potential-client, make sure to include the number of revisions you will do at that price. You also want to give them a deadline. Tell them a specific date when your quote expires.
If you have an offer sitting in your inbox right now and want a second pair of eyes on it before you reply, that is exactly what an Art Biz Audit call is for.
Two Tabs That Answer “What Did I Charge Them?” Forever
15 minutes in Google Sheets. Build it once. You’re good to go.
- Tab 1, Deal Sheet. The nine questions from Tip 1 as blank fields. You fill it in on every enquiry.
- Tab 2, Deal Log. One row per signed deal: Design, Licensee, Category, Territory, Exclusive?, Fee or royalty, Term start, Term end.
- Make the messy columns dropdowns. Insert > Dropdown or Data > Data validation > Add rule on Category, Territory and Exclusive. If you want to keep the master list on a third tab choose “Dropdown from a range.”
- Flag the terms about to end. Select your Term end column, then Format > Conditional formatting > “Custom formula is” and enter
=AND(H2<>"", H2>=TODAY(), H2<=TODAY()+90)
Pro Tip 1: There is no preset for a forward 90 day window, which is why this one is a custom formula.
Pro Tip 2: The formula has to point at the first row of the range you selected, so swap H2 for whatever your top cell actually is. Sheets shifts it down the rest of the way for you.
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That last column can help you turn an old contract into another sale.
Until next week - keep creating! 🎨
P.S. — If one of those emails has never landed for you yet, build the two tabs anyway. It is a lot easier to set up on a slow Thursday afternoon than on the morning one shows up.
