It is important to have an idea of what your print and art costs are going to be so you can budget for them. Just know that prices for print and art are impossible to estimate with any accuracy until you know exactly what you need. At the beginning of the project, the graphic designer will probably give you price ranges.

The printing costs depend on many factors, including finished size, paper, ink coverage, and quantity. That is why designers are reluctant to give a print estimate up front. Until they design the piece, they simply don’t know what the specifications are. That said, what they can do is tell you how much similar types of jobs have cost in the past. This won’t be exact—in fact it may not really help you at all—but it will give you a ball park so you know whether to budget $3,000 or $30,000 for the piece you want. And yes, the range could be that big. Do ask the designer whether print management is included in the design costs or is included in print markup. Designers do it different ways.

Estimating the cost of artwork is also challenging. Unless you are supplying it, you’ll have to pay. If you are commissioning original artwork, the photographer will give you an estimate. Often the designer will use royalty free images. These range in price from $10 to $3,000 depending on the type of image and the usage rights. Talk to the designer upfront about the budget for art.