Data Doesn’t Lie: Shannon McNab on the Real Numbers Behind Creative Income

🎧 Listen to this episode / Also listen on: Apple Podcasts

Curious what's actually working for artists in 2025? Wondering if art licensing still pays or if print-on-demand and graphic design are the new gold standards? If you're trying to make sense of what's trending, what's fading, and where your creative income could come from next, this episode is a must-listen.

In this data-packed episode of the Art + Audience podcast, Stacie sits down with surface designer, educator, and data enthusiast Shannon McNab — the mastermind behind the Surface Design Industry Survey. Shannon and Stacie dive deep into the numbers, the trends, and the truths that shape the creative landscape today. Let's break it all down.

RESOURCES MENTIONED IN THIS EPISODE:

• 2025 Surface Design Industry Survey — Shannon's annual data-driven report on artist income, pricing, and industry trends
• @smcnabstudio on Instagram — Follow Shannon for data insights, surface design education, and industry news
• shannonmcnab.com — Shannon's website and home base for all things surface design
• The Artist's Side Hustle — Stacie's resource for artists building product-based businesses
• Art Licensing Collective — Stacie's community for artists navigating the art licensing world
• Marketing Channel Calculator for Artists & Product Businesses — Figure out which income channels are worth your time and energy

HERE ARE THE 5 KEY TAKEAWAYS FROM THIS EPISODE:

1️⃣ Data Beats Guesswork
The Surface Design Industry Survey gives artists real numbers to benchmark against — and the results often challenge what artists assume about the market. Knowing where you actually stand is the first step to charging what you're worth.

2️⃣ Art Licensing Is Still Viable in 2025
Despite shifting trends, survey data shows art licensing remains a meaningful income stream for surface designers. It's not dead — but understanding the current landscape matters more than ever to make it work for you.

3️⃣ Part-Time Artists Are Earning Real Income
More respondents than ever identified as part-time artists in the 2025 survey — the highest percentage recorded. And contrary to the "starving artist" myth, many part-timers are earning meaningful, measurable income from their creative work.

4️⃣ Graphic Design Tops the Income Charts
Graphic design emerged as the most lucrative income stream for creatives in 2025. Over 6% of graphic designers surveyed made more than $100,000 — a standout result that surprised even Shannon. If you have design skills, this is worth paying attention to.

5️⃣ Print-on-Demand Is Evolving — Quality Wins
POD remains the most popular entry point for surface designers, with Spoonflower leading the way. But platform changes (including shifts at Society6 and Spoonflower) mean the bar is rising. Artists who level up their quality and originality will be the ones who stay competitive.

MORE FROM SHANNON

🌐 Website: shannonmcnab.com
📸 Instagram: @smcnabstudio

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Frequently Asked Questions About the Surface Design Industry

What is the Surface Design Industry Survey and who runs it?

The Surface Design Industry Survey is an annual data project run by Shannon McNab, a surface designer, educator, and researcher who wants artists to have real numbers to work with. It collects income, licensing, platform, and trend data from working surface designers and publishes findings that help artists understand what's actually happening in the market — not just the highlight-reel version.

What does the 2025 Surface Design Survey reveal about art licensing income?

The 2025 data shows that art licensing remains a top income stream for surface designers, but its profitability is shifting. Artists with experience tend to earn more, and those who understand current market trends — including where licensing is declining — are better positioned to adapt and still generate strong licensing income.

How can surface designers and artists start charging more for their work?

The data from the Surface Design Industry Survey consistently shows that experience correlates directly with earning power. Artists who use real market benchmarks (rather than guessing or undercharging out of fear) are far more likely to raise their rates. Shannon and Stacie both encourage artists to treat pricing as a data decision, not an emotional one.