Call up the artist or agent and tell them about the project and the look and style you are going for. Describe the shot or illustration in as much detail as possible. Provide them with sketches or a PDF of the layout (if you have one). After describing your project be prepared to answer the following questions. The information you give is how the artist or agent determines the price.
Who is the client? Is it mom-and-pop shop or a multi-national?
What format or medium? 4X5? Digital? Oils?
How are they going to use the image? Print? Web? Collateral?
How long do they want to use it for? Once? One year?
What is the budget for the project?
What is the print run?
When does the art need to be delivered by?
Are you bidding this project to multiple artists? If so, who?
After finding out all the relevant information, the artist will provide you with an estimate. This estimate will describe the project and the manner in which the image will be used, along with the price. Illustration estimates are pretty straightforward, usually having only a Creative Fee. A photography estimate will have a lot more meat to it. Depending on the project, you will see charges for the photographers expenses, like assistants, hair and makeup people, film and processing, props, etc.
Read the AIGA's guides to Photography and Illustration for More Information:
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