Are we charging enough for our work?

By Mike Jackson

Posted on Sunday, July 16th, 2023

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 Mike Jackson wrote this article for the September/October 1995 issue of SignCraft—almost 30 years ago. Now retired, Mike and Darla were running a successful shop in Jackson Hole, Wyoming. Even though the vast majority of signs are produced with the help of computer-driven equipment, this article is just as relevant today. As you read it, you’ll recognize the same comments and unrealistic expectations that you hear from customers today.

I remember watching Stan Boarts letter a truck in front of my parent’s laundromat when I was young, and how it fascinated me. I was still in junior high, but even at that age, I was already headed in a graphics arts or art direction. Stan was patient as I watched for several hours and barraged him with dozens of questions.

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Mike and Darla Jackson operate Golden Studios in Loveland, Colorado, and do a variety of sign-related projects. Mike’s website is His email address is You can see more of Mike’s photos at and