39 spot-on reader comments to “First steps to graphic design pricing”

1. Toni, on October 8th, 2007 said:

   Morning David!
   We have experienced the same as you time and time again….people ring up and they want a figure off the top of your head after a 5 min conversation about what their website requirements are! You are right that people under estimate the planning required to get a good website design. We have a list of questions in our advice section which are designed to help people think through their project and to prepare their ideas for an initial meeting with us:
   Getting the website you want
   We will only produce a formal quote after we have had an in depth discussion with them. They are similar questions to the ones in your questionnaires. But I am curious to know if people are put off by your forms. Are they compulsary to your prospective clients? I have always thought that people can’t be bothered with lengthy forms (even when they are helpful to them). Do you get a good response to them? Also, do you find that the project develops along the lines of the info they supply in the forms or does it change as you go further down the design process?
   Toni

2. John Lampard, on October 8th, 2007 said:

   When I worked as a web designer we used to see a lot of those “quote requests”, and people wanting precise responses on the spot. When we said we’d need more detailed information before we could oblige, the response quite often would be “come on you guys must have done this a thousand times before, can’t you just give me a quote right now!!” Educating your clients is a never ending task! ;)

3. David Airey :: Graphic Designer, on October 8th, 2007 said:
   Hi Toni,

   The questionnaires aren’t compulsory, but I at least ask that clients take a look at the questions I pose before chatting with them. It gives them a head start, and allows us both to manage our time better.

   What I’ve found is that those potential customers who don’t want to provide accurate information, are expecting a quick and easy job on the cheap. Put yourself in your clients’ shoes, wouldn’t you want your designer to know as much as possible about you / your company / your history / your goals etc., to enable the right outcome for the project? If someone isn’t prepared to divulge that info, they’re not very serious about their enquiry.

   Sometimes the project will change further down the line. Nothing is ’set in stone’, as new ideas can open up, and old ideas can evolve into something different.

   John,

   Educating clients is indeed a never-ending task. An important one too, so we mustn’t grumble. Thanks for commenting, but why so sad in your avatar?

4. Toni, on October 8th, 2007 said:

   Thanks David, Yes I agree they are usually the ones who aren’t that serious. (perhaps they are competitors doing a price comparison check on us!!) cheers for sorting my link too =)
   Toni

5. Justin (pusha), on October 8th, 2007 said:

   David,
   I agree that the questionnaires are very helpful. I don’t do logos, I build websites; but I think the same system and frame of mind applies. There are three main subjects i take into consideration when calculating an estimate: 1. Usage 2. Labor 3. Time Constraint (any project due in less than 30 days is considered “rush”).

6. Zabs *Gazelle Creative, on October 8th, 2007 said:

   THanks so much for your timely advice. :)
   -Mommy Zabs

7. David Airey :: Graphic Designer, on October 8th, 2007 said:
   Toni,

   You never know what the competition are up to (unless you have insider secrets).

   Justin,

   I agree, there are a lot of similarities between one design project and another, even when comparing a logo design to a website launch. Thanks for the insight into your pricing considerations.

   Zabs,

   As always, you’re very welcome.

8. Leslie Tane Hannus, on October 8th, 2007 said:

   I agree with all you’ve said here, David.

   One thing I do is have a “prices start at…” line on my web site. I find this weeds out people who wouldn’t hire me anyway, and saves me the time and expense of talking through a project that is never going to take place. Then I can turn my attention to the potential clients who are looking for a real price and time estimate. I recommend this solution to my clients when I do their web sites as well, and it seems to work for them, too.

9. Dan Schawbel, on October 8th, 2007 said:

   You should perform a competitive analysis and measure your experience to that of others.

10. Cynthia Friedlob, The Thoughtful Consumer, on October 8th, 2007 said:

    Very interesting post!

    As a freelance writer, I’d like to add that we also can be guilty of “undervaluing the wealth of knowledge and experience [we]’ve amassed because [we]’re trying to compete with amateurs.”

    It is extremely important not to “devalue your profession,” no matter what that profession may be and those of us working in creative fields too often seem to forget that.

    I always enjoy your blog!

11. DeMerchant, on October 8th, 2007 said:

    People are always willing to pay for quality services

12. Swiss_Mouse, on October 9th, 2007 said:

    The Swiss_Mouse found this statement strangely coincidental:
    “he 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.”

    Just today while running on his wheel, the Swiss_Mouse critiqued his companies website and found it lacking in numerous areas. One specific item was design and flow. When he expressed concern, he was told the work was being handed by “award winning designers”. Well, if it were up to the Swiss_Mouse it would be the spoiled cheese award!
    The key is the how well the client is versed in both look and functionality. In the case above, the “client” …has zero skills in those areas.

13. Jermayn Parker, on October 9th, 2007 said:

    I do agree that every job is different with different needs etc but I think there is a big gap between clients and us designers/ developers and I think you should provide a base price for an average job with clearly defined guidelines.

    it is hard to do but i think it can be done.

    I do realise that most wont agree with me :D

14. PG, on October 9th, 2007 said:

    Great post, David. I think design pricing is probably one of the toughest aspects of our job, for a freelancer that is. We wanna get paid, but we also just wanna focus all our attention on the design process. Wouldn’t it be nice if us freelancers made enough money to hire an assistant of some sort that handles all the pricing and logistics? Haha.

    The Graphic Artists Guild Handbook is a good one. A must for any freelancer.

15. David Airey :: Graphic Designer, on October 9th, 2007 said:
    Leslie,

    That could be something for me to implement here, a line with ‘prices starting at…’ written. I’ve found that I get a lot of initial enquiries that disappear once a price is mentioned. I could be saving myself some time.

    In saying that, do you find that those bigger clients have a false expectation when you quote significantly higher than your starting rate?

    Dan,

    I’ll do that. Thanks for the suggestion.

    Cynthia,

    Thanks for the compliment! Perhaps the creative fields are more guilty than others for undervaluing the profession, because those working in it have a genuine passion, and enjoyment in what they do?

    Swiss Mouse,

    Out of interest, what’s the company website? I’m interested to see what ‘award winning design’ looks like, when the client isn’t happy with it. Also, it’s great that you can critique on the run! Nice job.

    Jermayn,

    I do have a base rate figure in my head. Something to start each project off at, whereby it’s not worth my time for anything less. I’ll talk about that in a later post. I agree with you, it’s not easy.

    PG,

    Just last night I filed my annual tax return. It’d be great to have some help with it, and I think that next year I’ll hire an accountant, as there are bound to be some tax deductable costs that I’m not declaring. Glad you enjoyed the post, thanks buddy.

16. Toni, on October 9th, 2007 said:

    Hi Leslie
    Yes I agree, although we don’t have ’start from’ prices on our website…we have started to give very rough ball park figures before going to far down the line as it does weed out the people who think they can get excellent web design for a few hundred quid!
    Toni

17. Leslie Tane Hannus, on October 9th, 2007 said:

    David,

    What I’ve found is that bigger clients generally realize that their project will cost more money. Of course, I have run into a few people who are hoping that “prices start at” means “price will be”, but generally I’ve found posting a baseline price to be very helpful.

    The flip side of it is that when I didn’t post any price guidelines at all, some people assumed that I must be very expensive, and didn’t contact me because of it. Once I started posting prices, I more than a few “I always wanted to use you, but didn’t think I could afford it. Let’s talk about my project” emails.

    Toni, I’m glad you’ve had the same kind of experience. I’ve tried a lot of different options (posting prices, no prices at all, lots of contact links) and posting a “start at” price seems to work the best for me.

    Here’s a question: I’m going to raise my prices pretty considerably at the beginning of next year. Since I have a starting at price posted on my site, what do you think I should do? I’m considering 3 options (although I’m open to more):
    1) Make note that my prices will go up in 3 months or so, then raise them at the start of the new year
    2) Raise my prices on the site at the start of the new year and make a note of it next to the new prices at that time
    3) Raise my prices on the site at the start of the new year and say nothing about it.

    I’d love anyone’s thoughts on it.

18. Toni, on October 9th, 2007 said:

    Leslie,
    Hmmmmm, see the dilemma, I suppose any new clients you get after the new year will just accept the new price as they find it on the website, so that would be fine. But perhaps you should just let your existing clients know about the price change and let them know how it will affect them. Perhaps reassuring them that it won’t affect them so they don’t feel tricked?
    Toni

19. ender, on October 9th, 2007 said:

    Excellent points, as always. Even working in-house for a furniture firm, our creative department finally developed similar forms for the various projects that were demanded of us, just as a way to demonstrate “make an ad” wasn’t going to cut it. I can’t count the number of times that we’d “make an ad” only to discover it was not going to fit the needs of the department requesting it and then, of course, we’d have to start over. Once they finally understood that we could crank things out far more quickly when the form was completed - because then we had all the information we needed - things ran much more smoothly. But getting our “client” supervisors to understand that took a lot of education!

    Since that firm went under and jobs are scarce around here, I’m anxious to read the rest of this series … maybe I’ll be brave enough to seriously begin freelancing.

20. Tara: Graphic Design Blog, on October 9th, 2007 said:

    Hi David, thanks for the link.

    I absolutely hate pricing work. I always end up quoting then changing up then taking it down then calling a freelance designer friend to see if I have pitched it about right (he does the same with me too) . Design is one of those things its really difficult to decide time wise (much harder than artwork) - sometimes the ideas flow and sometimes they don’t. I have made some mistakes in the past where I have given the client an extra concept (as the ideas are flowing) it then comes back to haunt me and they expect that extra concept the next time for the same money.

21. Matthew, on October 9th, 2007 said:

    I guess I wasnt the only one asking for prices then ?

    lol

22. DesignPinas, on October 9th, 2007 said:

    Pricing for design is a really tough job, specially when you’re living in a third-world country where design’s just a developing idea of aesthetics. We’d be lucky if we get paid $100 for a logo design work!

23. Matt, on October 10th, 2007 said:

    David,

    Might I say this is an awesome post especially for new designers, thank you for another excellent post!

    -MRR

24. Karlien, on October 10th, 2007 said:

    David,

    Thank you for your great Blog! I am a young designer just starting my own company and have learnt so much from this blog!
    Hope to learn heaps more!

    k

25. Opal Tribble, on October 10th, 2007 said:

    Thanks for writing this article. I’m a business owner and hiring a graphic designer is on my “to do” list. I figured it was not easy just to quote a price because it can vary depending on the project. I look forward to your upcoming articles on this issue. It will definitely give me a better understanding of what I may expect. Thanks! :-)

26. David Airey :: Graphic Designer, on October 10th, 2007 said:
    Leslie,

    Interesting question, about your three price raise options. That’s worthy of a blog post in itself, ‘How to raise prices when dealing with clients’. What will you do with your retainer clients? Will their prices rise too?

    You could always advertise an end of the year sale, stating your increased prices as standard, but that those who hire you before the end of the year get a percentage discount?

    ender,

    Thanks for the compliment. Becoming self-employed was a great step when I made it, and I’d recommend taking that leap. I’m sure you won’t look back.

    Tara,

    That’s great that you can bounce your pricing off another designer, and I know what you mean about adding an extra unpaid concept. Sometimes I just know when I can be flexible and when I can’t, and my pricing is more of a guide than a law that’s written in stone.

    Matthew,

    Haha, stay tuned for more info, and thanks for the emails.

    DesignPinas,

    That’s the value of conducting business online, because you’re not restricted to the economic rates in your country. On the flip-side, here in the UK the pound is very strong, so dealing with clients around the world sometimes has the opposite effect.

    Matt, Karlien, Opal,

    Thanks very much! I’m glad you found this info of use.

27. Leslie Tane Hannus, on October 10th, 2007 said:

    I’d love your take on ‘How to raise prices when dealing with clients’. Here’s what I’m planning to do:

    Some of my clients have been with me for years. I haven’t routinely raised prices on my existing clients, so I have clients all over the map as far as pricing goes. Which is OK with me — I feel like clients who have been loyal to me deserve something in return, and lower prices are always appreciated (although I’d like to think that their return is actually good design work.) I take them on a case by case basis. If their pricing is totally out of line, I let them know that it’s been X number of years since I adjusted (never raised!) their pricing, and that I need to do so. Then I suggest a number, and see what they say (10%, 15%, sometimes 25% if they’re really low). Usually they appreciate the opportunity to give feedback, and often accept what I’ve proposed. Sometimes they can’t afford it, so I have to decide whether to continue to do the work, or recommend another designer to the client.

    I like to offer a discount to my non-profit clients (which may explain why I have so many of them!) I try not to raise their pricing, but I do explain to them that they’re getting a discount on their work as a way for me to contribute to them.

    Sorry go on and on in your comments. If you want to continue this discussion and you think it would be better via email, just drop me a line.

    Thanks!

28. David Airey :: Graphic Designer, on October 12th, 2007 said:
    No need to apologise, Leslie! I’m glad you can express your thoughts here on my blog, really I am. ;)

    I’ve added your question into a draft blog post, and hope to write more about it very soon. Sorry I can’t address your specifics at the minute. My bro is coming to stay in Scotland this weekend and I have loads to do before he arrives.

29. Vivienne Quek, on October 18th, 2007 said:

    Pricing is always tricky. When you offer an extra idea as a value added service, the client may expect more of the same treatment the next time. I can empathize Tara’s situation and I’m sure all of us have experienced that from time to time. When do we charge? When do we offer free? When do we offer a rock-bottom price? Call me emotional and not business-minded, but there are times I offer a discount simply because the client treats us with respect.

    Allow me to share a very recent experience:

    I got this feedback from a newclient: “Once again, I know our budget for the logo isn’t much, and to see the amount of time that you and your team puts into it fills me with gratitude and appreciation.” It is true, the value we put in exceeded the amount he paid many many times over. I decided to give him a rock-bottom price because I respect him even when he was just a potential client.

    This overseas business owner contacted me through my blog and that began a 3-week email correspondence on his expectation of his new store’s logo. He treated the questions I asked with respect and returned with clarifications, some doubts and more questions. He made it a joy to work with, even before quotation is signed and actual work started. On that account, I’m willing to knock down the price. When I shared the info with my design team. Paraphrasing my art director said, “It’s always more fun working with people who respect us and cooperate fully to get the best out of us. I can finish the job faster. You can go handle another client quicker. So what’s so bad if we offer a special price?” Of course, I’m taking a calculated gamble here that he will come back to us with more projects, and maybe even retain us.

30. David Airey :: Graphic Designer, on October 18th, 2007 said:
    Hi Vivienne,

    When a client treats you with respect is most certainly helps build a lasting relationship. Far too often, potential clients don’t appreciate the learning that’s needed for effective design work to be accomplished.

    That’s kind of you to share your recent experience, and I can empathise with allowing a more favourable rate for those clients you enjoy working with. When someone truly values what you do, the end result is often much more worthwhile.

31. SEO Lincolnshire, on April 6th, 2008 said:

    Thanks for the post. I live in an area where people will pay the neighbours son, cause they have Photoshop. A lot of them don’t value the service and are willing to pay for things as cheap as possible.

    From my experience, I may be targeting the wrong people, but they will learn some day, that you only get what you pay for. Building a website, brand and empire isn’t a one day job.

    Rome wasn’t built in a while. Under estimating the planning that goes into a website results in failure. Most people think that their business is about them, its far from it. You must think of what “your clients want”. What is in it for them.

    Think like that, is the site targeting their needs? Think about others and that is what is important.

    SEO Lincolnshire’s last blog post..8 ways to back up your computer files

32. David Airey, on April 6th, 2008 said:
    Hi James,

    In the past I under-valued my expertise. Only with experience did I learn what I should be charging. It’s certainly not easy.

33. eddie, on April 11th, 2008 said:

    Hi David.
    pricing is always become a major problem for me everytime we meet the clients. your articles was very helping. It giving me a lot of knowledge and answering my questions.
    Thanx a lot

34. theo, on April 23rd, 2008 said:

    Thanks much! A great article, quite informative indeed. Now I just need to figure out how to keep clients from stealing rough drafts and taking my ideas elsewhere for cheaper finishing.

35. David Airey, on April 24th, 2008 said:
    Eddie, Theo,

    You’re both very welcome. Glad to be of help.

36. Andre, on May 20th, 2008 said:

    hey i was wondering do you charge hourly rates or one flat charge, and if hourly, what would be the rate for a starting graphic designer.thanks :-)

37. David Airey, on May 20th, 2008 said:
    Andre,

    I used both methods (flat rate and hourly). I normally quote a flat rate once I’ve received indepth project info, then any additional tasks / alterations can be charged hourly.

    As for starting rates, it can depend on how strong your portfolio is, and how good your communication skills are. Where you are based globally also has a bearing.

38. Paul Cartwright, on July 17th, 2008 said:

    Hi David, I’ve just found your website and find your topics very reassuring and extremely helpful.
    I’ve been working for over 16 years, as part of an in-house team, as part of a design consultancy team and for the last 4 years as my own boss.
    I’ve found that my site (www.paulcartwrightbranding.co.uk), which I try to keep business-like, formal and as polished as possible, attracts a lot of traffic, but rarely does this traffic turn into emails/telephone calls. My client list is varied, but has a few high street names amongst it and I’m now beginning to wonder if the site is projecting a slightly unapproachable feel (for unapproachable, read ‘expensive’!)
    The calls I do get are often from ’startup’ companies who ‘love the work that you do and want something just like project X that you’ve worked on’, but want a special reduced rate just because they don’t have the budget - they still want the quality, but for lower fees!
    I’m loathed to put guide prices on my site as suddenly it turns from being a proud designer portfolio to more of a market place, but spending time working on quotes for people who ultimately have no budget is beginning to impact on my schedule and my head! So I’m interested in what other posters have said on this matter - perhaps it does sift out the less-serious clients.
    Pricing is a mine field as there is so much competition and the dreadful ‘design competition’ sites to contend with. With design professionalism, training and experience in one hand and a mortgage payment due to be paid in the other, the bottom line figure is never an easy one to come to.
    A written quote generally shows a flat fee, based on time, materials, expenses, stages of development and re-issue, the nature of the job and who the client is. It also outlines the design stages and what kind of format the presentation will be in (mounted visuals, pdfs etc.) and where it will be presented location-wise. Further development over and above the quoted stages is then conveyed to the client at an hourly rate.
    Apologies if I’ve rambled and I fear that I may have mixed several topics, but even after many years, pricing is difficult - with an ever-looming thought of ‘is it better to earn something than nothing’ or to hang on to your principles and your self-worth and keep looking for that elusive client regardless of your bank balance.

    Paul Cartwright’s last blog post…ROR Sitemap for http://www.paulcartwrightbranding.co.uk/

39. David Airey, on July 19th, 2008 said:
    Hello Paul,

    I understand where you’re coming from when you say you loathe placing guide prcies on your site. Ultimately, I needed to show a minimum price, in order to prevent enquiries from those wanting logos for $50.

    No need to apologise for the length of your comment. I hope you don’t steer towards the ‘is it better to earn something than nothing’ thought, because your clients should expect to compensate you fairly, and for the amount you believe you’re worth.

    All the very best.

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