Hey Reader

Real talk — when someone asks what you charge for a licensing deal, do you have an actual answer? Or do you kind of... panic, look up what someone else is charging, cut it in half because you're scared, and hope for the best?

Yeah. I did that too.

Pricing is the part of this business that nobody prepares you for. You can take every course on Procreate patterns, nail your repeat, build a gorgeous collection — and then completely freeze when someone asks what your licensing rate is. Not because you don't work hard. Because nobody ever taught you how to think about the numbers.

This week I'm fixing that.

Jordan – Monarch & Lantana Big Butterfly Energy Dusty blue ground, oversized monarch butterflies, clusters of tiny lantana blooms scattered everywhere — the scale contrast here is doing serious work. The illustrated linework gives it an almost scientific illustration quality that feels elevated and editorial at the same time. Large-Scale Toss with Dramatic Motifs The monarchs command the repeat while the lantana fills without competing. Confident scale choices, cohesive style throughout. This is how you make a statement print that still tiles cleanly. Great for Apparel, Home Décor & Licensing Dresses, drapery fabric, wallpaper, stationery. The kind of pattern that becomes the centerpiece of a whole collection. Show them some love on IG

Heather Mueller – Firefly & Moonflower Quiet and Completely Intentional Sage and cream, moonflowers trailing across a muted ground, tiny firefly details tucked in if you look closely enough — this one rewards attention. It has that William Morris restraint where nothing is accidental and nothing is wasted. Dense Vine Repeat with Subtle Narrative The trailing vine structure creates natural flow through the repeat. Sophisticated, calm, commercially versatile. The kind of pattern that works in a nursery and a master bedroom. Great for Bedding, Wallpaper & Apparel Quilting cotton, drapery, wallpaper, pajamas. Understated done right. Show them some love on IG

Ganna Raichel – Bug in Bloom Earthy, Warm, and Completely Confident Terracotta butterflies, rust-toned dahlias, olive leaves on a warm sandy ground — this palette is having a moment and Ganna absolutely knew what she was doing. She said she almost missed the deadline. Glad she didn't. Symmetrical Floral Repeat with Butterfly Anchors The butterflies mirror through the repeat while the dahlias cluster around them with real weight and texture. Structured, intentional, rich without being heavy. Great for Apparel, Home Décor & Fall Licensing Quilting cotton, throw pillow fabric, wallpaper, tote bags. Autumn without being obvious about it — which is exactly the right call. Show them some love on IG

Tip #1: Stop Guessing What Your Art Is Worth: A Simple Pricing Framework for POD and Licensing Beginners

Here’s what I wish someone had handed me five years ago: a simple way to think about pricing that doesn’t require a business degree or a therapist.

Because the way most designers price their work goes something like this: they Google “how much do surface designers charge,” find a number that feels way too high, cut it in half because imposter syndrome, and then wonder why the money feels off. Sound familiar?

Pricing your creative work isn’t about what feels fair — it’s about what the math supports and what the market will bear. Both. Together.

Let’s start with POD (print-on-demand) because the math is actually more transparent there.

💡 Pro Tip: On Spoonflower, for example, your royalty is calculated as a percentage of the base price — and that percentage varies by product. On Printful or Redbubble, you set a markup above production cost and that markup is your income. The number that matters is not the sale price — it’s how many units need to sell for you to make the time you invested worth it.

Here’s the framework I teach:

1. Track your time. How long did this design actually take you — from sketch to upload-ready file? Be honest. (If you spent two days on a hero pattern and four hours on a blender, log both separately.)
2. Set a floor rate. What do you want to earn per hour? Even a modest $25/hour gives you a reference point.
3. Do the royalty math. If a design earns you $0.50 per sale and took you 6 hours at $25/hour — you need 300 sales to “break even” on your time. Is that realistic for this design on this platform?
4. Decide if it’s worth it — and adjust. Maybe that design works better as a licensing pitch where you can earn $500–$2,000 upfront. Maybe it’s a filler pattern that uploads in 30 minutes and will sell slowly for years. Different designs belong in different revenue strategies.

For licensing, the framework shifts a bit. Flat fee licensing typically ranges from $250 to $2,500+ per design depending on the category, the manufacturer’s size, the exclusivity terms, and the expected print run. Royalty-based deals are usually 3–10% of net sales. Neither is universally better — it depends on the deal.

What matters is that you go into any conversation knowing your floor. The floor is the number below which the deal doesn’t make sense for you. And you don’t have to share that number with anyone. You just need to know it.

One action to take this week: pick one design you’ve already uploaded or pitched. Do the math above. Does the revenue strategy match the time investment? You might be surprised what you find.

Tip #2: The Confidence Gap: Why Underpricing Kills Your Business (and What to Say Instead When Someone Asks Your Rate)

Let me tell you something that took me an embarrassingly long time to understand: underpricing isn’t humble. It’s actually harmful — to you and to the industry.

I know. That’s a big statement. Let me explain.

When you charge less than your work is worth, a few things happen. First, you attract clients who value cheap over quality — and those clients are exhausting. Second, you reinforce to the marketplace that surface design work isn’t worth much. Third, you slowly build resentment toward work you used to love. None of those outcomes are good.

The confidence gap is the distance between what you know your work should be worth and what you actually ask for. For most designers, that gap is enormous — and it’s not about skill. I’ve seen wildly talented designers massively undercharge and emerging designers who barely know their tools ask fair market rates. The difference is mindset, not portfolio.

Here’s what actually happens when someone asks your rate and you’re not prepared: your nervous system kicks in, you scan their face for cues, and you land on a number that feels “safe” — which usually means too low. And the worst part? Most clients don’t negotiate you up. They just… take the deal.

So what do you do instead?

Script 1 — The anchor: Before anyone asks, do your homework. Know the range for this category. Then start at the TOP of that range (or slightly above it), stated with zero apology. “My flat fee for this category is typically $800–$1,200 depending on exclusivity and usage.” You’ve anchored the conversation. They’ll negotiate down if needed, but you’re not starting from the floor.

Script 2 — The delay: If someone catches you off guard, it is completely okay to say “Let me put together a quote for you based on the scope — can I follow up with you by [date]?” This is not stalling. This is professionalism. Use the time to actually calculate what the project is worth.

Script 3 — The reframe: If someone pushes back on your rate, resist the urge to immediately drop it. Instead, ask a question: “What’s your budget for this project?” Sometimes the budget is actually higher than your quote. Sometimes it’s genuinely lower — and then you can decide if a modified scope makes sense, or if this client isn’t the right fit.

The bigger thing: your confidence in pricing is built by having a system, not by having decades of experience. Set your numbers using the framework above, say them out loud (seriously — practice in the mirror, or to your cat, or both), and do it again. It gets easier every time.

Build a "What Did This Design Actually Cost Me?" Tracker in Google Sheets

Here’s the thing about pricing confidence: it doesn’t come from knowing what other designers charge. It comes from knowing your own numbers.

And the fastest way to know your numbers? A stupidly simple Google Sheet. No fancy tools, no subscription, no app. Just a spreadsheet that tells you the truth.

Step 1: Open a new Google Sheet and add these columns:

• Design Name — what it is
• Hours Spent — honest total: sketching, digital work, color variations, file prep, all of it
• Your Hourly Rate — pick a number that feels fair to you ($20, $25, $35 — you decide, just pick one)
• Design Cost — formula: =Hours Spent × Hourly Rate. This is what making that design actually cost you.
• Revenue So Far — what this design has earned you to date (update this as sales come in)
• In the Black? — formula: =Revenue So Far − Design Cost. Positive = you’ve paid yourself back. Negative = still working toward it.

Step 2: Fill it in for your last 5–10 designs.

This is where it gets real. Some designs will surprise you in a good way. Others will make you wince a little. That’s okay — that’s exactly the point. You can’t make smarter decisions without the data.

Step 3: Use it before you price anything new.

When a licensing client asks your rate, you’ll know your floor. When you’re deciding whether to spend three more hours refining a collection or move on, the sheet tells you if it’s worth it. When you’re wondering whether a design is better suited for POD or a licensing pitch — the hours invested give you a real answer.

💡 Pro Tip: Add one more column: "Revenue Strategy" — either POD, Licensing, or Both. Designs with high time investment and low POD volume potential belong in the Licensing column. Quick-to-make blenders and coordinates are your POD workhorses. Knowing the difference before you finish a design saves you a lot of wasted energy.

That's it. Ten minutes to set up, a lifetime of better pricing decisions. Build it this week.

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Bonus Hack: Procreate Already Tracked Your Time

If you drew the design in Procreate, you don’t have to guess how long it took — Procreate logs your time automatically for every single file.

Here’s where to find it:

1. Open the canvas in Procreate
2. Tap the wrench icon (Actions menu) in the top left
3. Tap Canvas
4. Tap Canvas Information
5. You’ll see Total Time — the cumulative time Procreate has tracked for that file

That number goes straight into your Google Sheet, no estimating required. If you have a habit of leaving files open overnight or walking away mid-session, the time might run a little long — but it’s still a far more honest starting point than trying to remember after the fact.

Worth doing right now: Open your last three Procreate files and check the time on each. You might be surprised — most designers dramatically underestimate how long their work actually takes, which is exactly why underpricing happens.

Until next week — keep creating (and charging what you’re worth)! 🎨

P.S. — If you want the full business foundation — including how to think about your niche, your ideal client, and what you’re actually selling — my free Master the ABCs of Your Art Biz walks you through all of it. Free, practical, and no fluff.

Aaaand whenever you're ready, here's how I can help you ⬇

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