“If it doesn’t embarrass you to ask for it, then your fee is too low.”
We all know art is valuable, how else would companies communicate with their consumers? Photography, writing, design, or consultancy… putting a number on something so ambiguous can be bloody difficult. Don’t underestimate the power of transparency and discussion with peers in helping you become familiar with the industry standards. If in doubt, remember: “It is better to be too expensive than too cheap,” as it keeps your career financially viable (for yourself and future generations!)