Image via Wikipedia
I’ve been running into articles, blog posts and running commentary on the pricing, (the evils of crowd sourcing, included), of design project work, logos in particular. I’m guessing because at some point in a designer’s career, they will be asked to design one and as designers, we can all relate to what it takes to create an effective, well-thought out logo mark.
What really surprised me was how LOW some designers are pricing out a logo project. Demographics might have something to do with it. I mean, a logo designed in NYC will probably costs more than say a logo designed in Kansas City, just because of the difference in the cost of living. It could be these designers are just out of school and their prices reflect that. But there is more at work here than that.
In reality, a logo design project isn’t the same as having your brake pads replaced. There is no industry wide-set cost. (Not to mention all the variables involved: What does the logo represent, what do you want your target audience to see/feel about the logo, how will the logo be used, etc. and so forth.)
If you’re in the design field, you’ve most likely have heard of the Carolyn Davidson. 40 years ago, while attending Portland State, she was paid $35 for designing the world-wide ubiquitous Nike logo. When I first heard about this years ago, I thought how sad and I hope they gave her a shit-load of stock. Nike did give Carolyn stock later, now worth $643K. Not a bad return for the 17.5 hours she spent on the project.
But that’s not the point. Time isn’t the only thing a client is buying from a designer. The thing is, designers are, in essence, visual researchers and recorders of the human condition. They understand and capture society’s pulse, its trends, moods, concerns, obsessions and desires. Artists, and yes, designers, have been doing this since the dawn of cave paintings.
The trouble is designers often have a difficult time conveying their value to a client. This is especially tough when you’re just starting out. That’s where building a solid, trusting working relationship with the client becomes key. This, of course, takes time. But if you stand your ground in terms of your pricing, a client who is worth their salt will respect you for it and understand that you are as serious about running your business as they are running theirs. It’s a win-win. You won’t feel taken advantage of and the client gets the opportunity to understand your value and all the wonderful things you can do for them. You don’t want to be all things to all people, I’m just saying be resourceful, ask good questions of the client and tell them “here’s how I can help you with that.” Over time, the client will look to you on a regular basis as the-go-to-creative to help them with their marketing needs. I’m speaking from personal experience, here.
My mantra has always been good design is in the relationship and in terms of value, it’s priceless. I know there are a lot of designers out there that believe this, too. The sad thing is designers are seeing potential clients outsource their projects to India and Indonesia, because the designers there charge $11.50 an hour. Yes, this is discouraging and I’m sure it will continue as the global market is here to stay. But I look at it this way: If a potential client values rock-bottom pricing above everything else, then seriously, you don’t want to have them as a client.
The low-ball pricing, the practicing of outsourcing and crowd sourcing of design means the art of design and its ability to effectively communicate will greatly diminish, not to mention the demise of the design industry in this country. In the long run, that’s too high of a price for society to pay.
Related articles
- Design and History of “swoosh” (sjdesignstudio.wordpress.com)
- Good Design is in the Relationship (grandciel.wordpress.com)
