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What the going rate for animation. Is it usually based on $ per second?
Either way. Sometimes a per project basis... sometimes a per minute rate... depends on the studio and the project at hand.
Are you starting your own animation studio or looking for services?
$30/sec is a little too cheap, IMO. It really depends on the quality of your work.
What he said. If they are wanting something simple like a rotating logo or text, it would be fairly cheap, 90 bucks for 3-5 seconds. If they are wanting something that involves modeling to any real degree, something with more than 6-10 hours on it, then you begin to break things down into the process. 30-45 dollars at the very least for modeling, same for texturing, lighting, and animating. You also charge for render time, though not as much as the rest, but including test renders, tweaks, more tests and final output.
If they are wanting something with dynamics or particles, the price would be even higher per hour. If they want something photo realistic, then you are talking at least 200+ per hour.
My use of 3D pales in comparison to most here, but on the few occasions I have been asked to produce something from 3D I wouldn't even consider it if it was less than 300. Spending 10 hours even on a simple scene and models is very short, and that comes out to 30 an hour, something very, very cheap.
I charge more than that for anything more than mid range mograph work.
Whatever you do, don't undercharge. People will think your work is sub par. Better to start with something that may seem exceedingly high dollar and allow yourslef to be bargained down.
Also, providing the client with a complete breakdown of all the steps in the process, projected time for each, and then attaching a dollar value will land you more money.