Digital Prints

Basic Print Cost: Digital printmakers usually charge by the output size or by the square
unit measure. They take their material costs for ink, media, coatings, etc. and tack on
enough to cover overhead and hopefully a profit.
For inkjet, per sheet costs (a full sheet is approximately 35 × 45 inches) can range from
$200 to $400 with discounts for additional sheets printed at the same time. Keep in mind
that a full sheet can be divided up into multiple, smaller images to reduce the unit cost
per image. Also, certain factors like the choice of paper will affect the costs. For example,
canvas usually costs more.
Per-square-foot inkjet costs can range from $15 to $35 per square foot with a minimum
charge, and some, like Nash Editions, Duganne Ateliers, Jim Davis’ The Visual Artist even
charge by the square inch. Nash charges $0.25–0.27 per square inch on basic paper,
Duganne and Davis both charge $0.10 per square inch for the first print on paper (see
Figure 10.2), and Davis charges $0.16 for canvas.
JD Jarvis charges by the linear inch, “Since it matches the way frame shops have structured
their services.” For him, all other “value added” services are separate charges.
Reorders: This is one of the benefits of digital printing. Because the printmaker will store
your final digital file, you can call and reorder the same print as many times as you want
for as long as you want. In theory, each print will be exactly the same as the first. Because
all the preliminary work has already been done, reorders cost much less than the first print.
This archiving of files and reordering sometimes comes with a cost. One systemized
approach to this is from Chris Wade at Pixel Place in Hamilton, Ontario, Canada. “We tell
artists that although we archive every job,” he explains, “we only promise to make reprints
without additional charges if they reorder within 90 days or unless they have purchased our
Chapter 10 ■ Using a Print Service 321
Figure 10.2 Online price list for
digital printmaking studio Duganne
Ateliers in Santa Monica, California.
Courtesy of Jack Duganne
www.duganne.com