This is part 4 of the “what do I charge” post.
Value isn’t all about low prices. Why is it important to quantify the value you offer to clients? Think about two different designers.
Designer Jane has 10 years experience in food packaging design, has created several packaging lines that sell well in supermarkets, and has a thorough understanding of all the legal requirements that food labels require. Jane bases her prices on a $150/hour rate.
Designer Jack has 10 years of experience in print design, but has never done food packaging. He bases his prices on a rate of $50/an hour.
If a client needs a package designed, Jane is probably the better choice. Her higher hourly rate will likely be balanced out by her experience. In other words, she’ll be able to get the job done faster and more efficiently, and will be able to act as a consultant to help her client with the ins and outs of food labeling. Is she worth three times as much as Jack for this job? Jack might be capable of doing the work, but he will probably need to spend more time researching as he works on the creative, technical, and legal aspects of the design. And if he isn’t willing or able to do that research (or doesn’t know what he doesn’t know), there is a risk of problems at the printer or with the FDA.
My clients let me know that I offer a good value to them, even though my prices aren’t the lowest. For example, I check URLs in copy provided to me even though it’s not technically my job. Saving my clients from mistakes makes them look good, which increases my value.
Think about: What do you do to provide value to your clients?