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***5 steps to graphic design pricing
Posted by Mj Monk
on
12:33:00 AM
Are you self-employed? Freelancing? Consulting? Perhaps you’re looking for a designer and want to know how they set their rates?
How much to charge a client is one of the most talked about topics in self-employment, and here I offer points to consider for designers setting their graphic design pricing.
First things first, remember you have a skill
You’re offering clients a service. You have a talent that they don’t, and they’re willing to pay good money for it. You’re not in competition with the client’s neighbour’s son, who has a copy of Adobe Photoshop, and if you ever think you are, please read carefully. Far too many designers are undervaluing the wealth of knowledge and experience they’ve amassed because they’re trying to compete with amateurs. Don’t devalue your profession. People expect to pay top dollar for a quality service.
Remember, “You get what you pay for.”
Your range of graphic design services
Let’s take a look at what services a typical self-employed graphic designer will offer. There are two main categories:
* Online
* Offline
Online projects range from full blown corporate websites and strategies to image preparation and blog headers. Traditionally, this would be the realm of the web designer / developer, but more and more we’re seeing an overlap where the majority of print-based designers are broadening their horizons and learning web code. There’s still a huge print industry, and many designers specialise successfully, but there is a shift.
Offline projects include corporate identity (logos, business cards, letterheads) and all printed promotions (annual reports, magazines, billboards). Here’s where your knowledge of the printing industry comes into play. Not for the faint-hearted, commercial printing is a fast-paced environment where just one typo can cost you thousands of pounds in an instant. Here are 12 money-saving questions to ask on commercial printing (and some excellent comments added by readers). Offline projects are also usually formatted for online use, because a corporate logo is seen across the board, and annual reports / newsletters / leaflets can be made available for download from the company website.
It’s not unusual for a client to expect all of the above from just one graphic designer. Now that’s a lot of expertise, and you deserve to be compensated for it. Traditionally, the role of the graphic designer was incredibly specialized, but today, a designer must wear many hats.
How much to charge a client is one of the most talked about topics in self-employment, and here I offer points to consider for designers setting their graphic design pricing.
First things first, remember you have a skill
You’re offering clients a service. You have a talent that they don’t, and they’re willing to pay good money for it. You’re not in competition with the client’s neighbour’s son, who has a copy of Adobe Photoshop, and if you ever think you are, please read carefully. Far too many designers are undervaluing the wealth of knowledge and experience they’ve amassed because they’re trying to compete with amateurs. Don’t devalue your profession. People expect to pay top dollar for a quality service.
Remember, “You get what you pay for.”
Your range of graphic design services
Let’s take a look at what services a typical self-employed graphic designer will offer. There are two main categories:
* Online
* Offline
Online projects range from full blown corporate websites and strategies to image preparation and blog headers. Traditionally, this would be the realm of the web designer / developer, but more and more we’re seeing an overlap where the majority of print-based designers are broadening their horizons and learning web code. There’s still a huge print industry, and many designers specialise successfully, but there is a shift.
Offline projects include corporate identity (logos, business cards, letterheads) and all printed promotions (annual reports, magazines, billboards). Here’s where your knowledge of the printing industry comes into play. Not for the faint-hearted, commercial printing is a fast-paced environment where just one typo can cost you thousands of pounds in an instant. Here are 12 money-saving questions to ask on commercial printing (and some excellent comments added by readers). Offline projects are also usually formatted for online use, because a corporate logo is seen across the board, and annual reports / newsletters / leaflets can be made available for download from the company website.
It’s not unusual for a client to expect all of the above from just one graphic designer. Now that’s a lot of expertise, and you deserve to be compensated for it. Traditionally, the role of the graphic designer was incredibly specialized, but today, a designer must wear many hats.
Let’s take a look at a few individual projects:
Logo design
Forget those DIY logo design websites, where you can collect your pre-made generic identity for $100. There’s a lot of work that goes into a logo design, and it’s your job to let your client know just how much. If you don’t, they’ll think you just jump in front of a computer, type their company name and add a little swirl or squiggle, for ‘visual interest’.
Competition, differentiation, market-positioning, audience profiles… these are just a few of the topics that must be researched in order to design an effective logo.
Website design
The planning that goes into a website is very often under-estimated by a client. With websites, as opposed to logos, the client is more aware of exactly what they’re spending their money on. A cowboy designer could produce a logo design on the fly, without asking any questions. It’s much harder for them to do the same with the development of a website.
You might’ve noticed that not once have I mentioned any monetary value. There’s a good reason for this too. Very few days go by when I don’t receive a quote request similar to this:
“We need a website for our restaurant, and a logo design too. We’re behind schedule so would appreciate a quote ASAP. Please let us know how much this costs and how long it will take to complete.”
That’s when I direct people to my design questionnaire, letting them know that it’s impossible to give an accurate design quote without more information about the project. Graphic design briefs are useful too.
posted by: David Airey
Logo design
Forget those DIY logo design websites, where you can collect your pre-made generic identity for $100. There’s a lot of work that goes into a logo design, and it’s your job to let your client know just how much. If you don’t, they’ll think you just jump in front of a computer, type their company name and add a little swirl or squiggle, for ‘visual interest’.
Competition, differentiation, market-positioning, audience profiles… these are just a few of the topics that must be researched in order to design an effective logo.
Website design
The planning that goes into a website is very often under-estimated by a client. With websites, as opposed to logos, the client is more aware of exactly what they’re spending their money on. A cowboy designer could produce a logo design on the fly, without asking any questions. It’s much harder for them to do the same with the development of a website.
You might’ve noticed that not once have I mentioned any monetary value. There’s a good reason for this too. Very few days go by when I don’t receive a quote request similar to this:
“We need a website for our restaurant, and a logo design too. We’re behind schedule so would appreciate a quote ASAP. Please let us know how much this costs and how long it will take to complete.”
That’s when I direct people to my design questionnaire, letting them know that it’s impossible to give an accurate design quote without more information about the project. Graphic design briefs are useful too.
posted by: David Airey
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