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Adobe-Photoshop for photographers

Adobe-Photoshop for photographers

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Published by Taylor Cubbie
tutorials for photographers on photoshop
tutorials for photographers on photoshop

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Categories:Topics, Art & Design
Published by: Taylor Cubbie on Jan 19, 2013
Copyright:Attribution Non-commercial

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09/15/2013

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With the advent of digital capture, clients are under the delusion
that everything should be cheaper, right? Hey, pixels are free (once
you’ve bought that $8K camera and that $5K computer system and
all the other stuff you have to have in order to capture those ‘free
pixels’). No, in fact while there may be fewer direct costs with
digital compared to the old film and processing days, there are
actually much higher indirect costs in the equipment needed. So,
how can you possibly consider giving your digital services away
for free? But it’s not up to us to tell you what to charge, just the
factors to consider when you do decide.
Seth Resnick makes out a good case for charging a flat fee for
all digital work. He’ll offer a breakdown whose à la carte totals
are more than what he expects to charge and a flat fee that is what
he actually wants to charge. Most clients choose the flat fee but
he’s happy to charge by the service. Jeff on the other hand likes to
break things down to their elemental costs. If something costs him
something, somewhere, he wants to have an actual price for that
cost and pass it along to the client. In Figure 13.7 you’ll note that
he is proposing to charge $1.25 per capture made. Sure, there will
be four shots with 200 captures/shot and the total price would be
$1000, but when priced at $1.25 it doesn’t seem so high. You’ll also
note that he is charging for CMYK separations and proofs, burning

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Minding your own business

Chapter 13

to DVD (he would charge for digital transmission if needed) and
even for storing the files. Figure 13.7 shows Jeff’s estimating
software built on FileMaker Pro which he uses for all jobs.
Whatever you do decide to charge, just know that as a good
business person you are expected to charge something because if
you don’t, the implication is that there’s no value attached – and
clients ultimately expect value and will pay.

Figure 13.7 This is a sample estimate prepared (in jest if you can read the description)
showing an example of how to charge for digital. It should be noted that Jeff is not
suggesting you actually charge these rates – these are not Jeff’s real rates – they are simply
an example of how you might break down the charges to a client. When breaking down the
charges, be prepared to explain and, if need be, defend them. Clients fully expect to have
to pay for value (sometimes they just like real cheap prices) so you need to be prepared to
educate them on the value attached to what you charge.

Martin Evening & Jeff Schewe
Adobe Photoshop CS5 for Photographers: The Ultimate Workshop

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