Pricing a decal project is an inexact art. There are many different aspects to consider when quoting, including the obvious cost of materials and labor.

“There's no specific answer,” says Troy Downey of APE Graphics. “Each project is different ... priced on complication, time of year, geography, condition of surface ... and the list goes on.”

Says Visual Horizons’ Charity Jackson: “The installation charge depends on the size of the graphics and complexity of the installation. Decals also typically require installation by a professional, which creates added profit for the sign shop or experienced installer.”

“Vinyl is very inexpensive compared to a lot of other films,” says Vic Beisel, Ubersmart. “Because they’re ‘easy’ to install, labor is minimal compared to what can be charged. Decals should be one of those products where 30 cents per sq. ft. of film yields $30-per-sq.-ft. installs.”

Most agree that the biggest challenge to profits is runaway customer revisions.

“If the customer is ‘allowed’ to make multiple changes in the design phase, a lot of time can be wasted, and profitability diminishes significantly,” says Beisel “In order to keep costs in line, customers need to be educated as to what can and can’t be done. And their company logo files need to be in vector format when received.”