What do you charge per hour? is the question that creates the most uncertainty among sign makers. Too high and you lose jobs. Too low and you work for nothing. This article gives you market data, a calculation method and a clear recommendation.

Market data 2026

Installation on-site: lower segment 55-65 EUR/h, mid 70-85 EUR/h, premium 90-120 EUR/h. Design/graphics: 45-60 / 65-85 / 90-140 EUR/h. Consulting/concept: 60-75 / 80-100 / 110-150 EUR/h. Production (plotter, print): 40-55 / 60-75 / 80-100 EUR/h. Maintenance/repair: 60-75 / 80-95 / 95-130 EUR/h.

Regional differences (Germany)

Munich: +30-35%, 90-115 EUR/h. Frankfurt/Hamburg: +20-25%, 85-105 EUR/h. Berlin: +10-15%, 78-95 EUR/h. Mid-German cities: baseline, 70-85 EUR/h. Rural west: -5-10%, 65-78 EUR/h. Rural east: -15-25%, 55-70 EUR/h.

Why so many sign makers charge too little

Missing full-cost calculation: many divide target salary by working hours. This forgets half the costs: national insurance, insurance, vehicle costs, machine depreciation, office costs, marketing, training, unpaid admin time. Competitive pressure downward: the 50-EUR competitor who does not cover costs is either making losses or doing poor work.

Calculating the correct hourly rate

Billable hours solo operator: 2,080h theoretical minus 200h holiday minus 96h sick minus 357h admin minus 178h sales = approx. 1,250h/year billable. Example: fixed costs 28,000 EUR plus gross salary 72,000 EUR plus profit target 10,000 EUR = 110,000 EUR divided by 1,250h = 88 EUR/h break-even. Anyone charging 60 EUR/h with this cost model loses money every month.

Recommendation: 65-95 EUR per hour

  • Floor 65 EUR/h: below this it is barely break-even for a well-run shop
  • Market centre 75-85 EUR/h: target for most medium-sized operations
  • Premium 90-120 EUR/h: achievable with clear specialisation and fast turnaround

How to achieve higher rates

Specialisation: 20-30% higher prices as the expert in one field. Speed: quote in 2 hours, install within 48h — clients pay 15-20% more for reliability. Professional process: digital quotes, client portal, legally sound approvals. All PlotonIQ features

Conclusion

The right hourly rate covers costs, enables a fair salary and leaves margin for investment. PlotonIQ helps you build hourly rates correctly into every quote. Try free — 9 EUR/month after beta | Post-calculation and margin