As promised in Coala Design’s post Last week, I’ll be writing 2 articles that can help beginners (or more experienced professionals) to more fairly price their work. As this subject is extensive, I will try to filter in 2 parts. At first, we will focus on understanding what type of professional you are and what time you are. Each professional has a different experience load and this influences how he is viewed, influencing the values charged.
After understanding this, we can go to the second article that will focus on
more about adjusting the value of your hours, how long it will take for each job,
complexity and some tools that can help you develop your
As this is a difficult topic, these articles may be
a little long, but I ask you to read it calmly and when you really have time
to consume everything. If it gets tiring, stop and read another time. Beauty?
So, let’s go!
Learning to value your
The first point is common sense, that we professionals
creative we need to have. If we really want to take ourselves and make people
take us seriously, we need to have the sensitivity to say do not. I know, it’s not easy at first,
when we mainly want to expose our learning, but you can’t do it
a logo for someone for $ 100.00. Of course, there are situations and situations. I
know. But it’s important to value your work no matter if you’re starting
or already a veteran.
It’s hard to have that feeling, especially in the beginning, that
nothing comes up to apply all those techniques and studies, I know. But, learn to do work, even for a
lower price but never to be explored. This posture is important in
start – even though it’s hard – to make you value the professional who goes
become in front. Seriously, I’ve been through this and it really happens.
To finish this topic, remember that everything we experience now reverberates for the future. Having some early career postures will make you better and better up front. Keep studying and learning, people will realize this and gradually work and projects will appear for your techniques. But it all takes time and patience. Beauty?
LEARN AND UNDERSTAND IN WHAT PROFESSIONAL CONTEXT AND TIME YOU ARE FRAMED
This is the central point of our discussion.
When we understand the context we are in, the place we live, the kind of professional we are, it is much more practical to define values for any project. So let’s focus on this self-awareness with the intention of discovering ourselves and basing ourselves on it to establish how much each design we design costs.
– The 3 levels of professionals that exist
IN MY CONCEPTION, there are 3 types of professionals/companies. In this
If I’m treating the designer as a company, okay?
They are junior designer, senior designer and premium designer. Each of them is on a different level and this is what differentiates both the prices charged by different professionals. Let’s explore each one to understand it better.
This guy, according to my point of view, is that person
that is starting. It’s usually someone entering college now or
who are starting to learn Corel / Illustrator and Photoshop because they like or
identifies with the area. i
Of course, this guy is excited, is studying like crazy and wanting to appear to the people. If you have a lot at the very beginning, it will probably roll a lot of ugly art (but of course in your head and your mothers will be wonderful). This guy will charge a much lower than expected value for any job and that’s ok. He needs experience, know how to get other jobs. Many times, these jobs come out for free just to have the pleasure of doing. The price this citizen will charge is very low and is quiet for this moment he lives.
Of course, most professionals realize when this is not
It’s been enough. That period of getting easier jobs go by
and you start getting more complex things to this first level. AND
there is a gradation of types of work; at this stage, their
values are no longer the same as in the previous paragraph, the thing is already
changing. We know that these are not yet extremely robust designs, but also
It’s not that ugly publicity poster that was made before.
At this point, you are still a junior designer because you have not
has certain skills, but is growing in scale. This time to charge
anything and take projects with as little complexity as possible goes from
a different way for each one. You will make mistakes and make mistakes, but only failures are capable
to make improvements. Understand that there are several levels in Junior: go from
beginner to someone already known and this will change their values. There are people who
even after years it remains at level 1 because it does not want / can advance. But you will realize when you begin to value your own time and service. Oh really,
Finally, this level is the most basic where designers with little or no experience begin to walk. In this climb, the amounts charged go from very little to something. And being at that level, you know the value for this moment is fine. But in time, you will realize that this is no longer enough, that your design is worth more than what you are charging now and your customers are already realizing that it is worth paying more to have you on the project, right there at that point. will start to become one Senior designer.
Let’s say you’ve done a lot of small Levels 1 jobs,
already understand more or less how to behave with customers, already have certain
skills and is seeking customers and greater challenges. When these
characteristics paint, you might consider yourself to be levelling up.
This guy has already gone through phase 1, already has a certain reputation, already knows more or less how to deal with people, how to get projects … is already well underway at the stop. This guy reaches level 2 which is when projects and values are expanding. There are several types in this category. Newcomers and veterans. When you are a newcomer, you still have a lot of junior level staff. Still not able to price well, sometimes falls into ambushes, charges values that are not well calculated, does not charge for changes, does not measure the conditions of the projects … but even so, its price is no longer that of the previous level.
Over time, experiences extracted (mainly
situations where you are harmed), we begin to understand the market better,
how to behave, how to expand knowledge, how to reach customers… and of course
This influences our price. You are already aware that your design does not
is everyone who can do that if the customer has no budget or interest,
You can look for one with less experience and who can meet the demand. I know that
there are extra situations that even at high levels give up values
smaller, but not what we are addressing here.
All this jumble of things makes you grow like
a designer / professional. The accumulation of notion about the area and how it influences
values are already clear things. Then they start painting fixed customers, customers
bigger people who really value what you do and so on… this level
is good, probably easier to get customers because the size
It’s not from a beginner, nor is it from a guy at the top of the scale. It’s a kind of
service at a good price and that pleases you and the customer. But it’s important to know to
grow so that it doesn’t last longer than necessary.
Finally, this internship is where professionals with a few years of experience are. These people already have market maturity, to say no to what is not advantageous, to know how to deal with clients, to take responsibility for larger projects and risk more (calculated, of course). Obviously, this all adds up in value, as you have already noticed that your level has risen, which is no longer the beginner before. And you can’t tell clearly when this is going to happen, it’s just something everyone feels. But you will notice this transition to this new, more professional and less amateur positioning. Which brings us to our last level.
– Premium Designer
This sphere is the highest level of the stop. These guys are
usually the guys that really get high paying customers
(fair) for their work, and they have a clout to face the
liability that are charged by customers. It’s the level everyone wants
to arrive, but for this to happen it needs growth in many
aspects and years, many years, of the profession.
These types of professionals are generally more focused on specific areas and not as generalist as they are expected to be at previous levels. Because they are good, really good at what they do, there is a lot of appreciation from customers who demand that these people do jobs for their companies, because the seal of quality is guaranteed.
It is not every customer who can pay for this type, especially because
values are much higher than the previous ones, but the quality is also
justified by the price. It’s the hardest point you can get and it’s
Extremely complicated, but it is possible.
In short, this level is the highest in the pyramid. Usually
involves high-level professionals, higher values and larger projects.
They have a lot of responsibility, but also a lot of demand and all that
manifests in money.
Understanding which of these levels you fit into is essential to start pricing. There is no point in wanting to be Senior level if you have no experience and do not deliver anything that this category needs. As it is also no use to be a Premium if you have no clue for it. Each step takes time, a lot of headache and grating, and after that we will be able to move forward and grow even more. So, no need to hurry, everything comes to those who are studying and advancing.
THE PLACE YOU ACT ALSO SAYS A LOT ABOUT YOUR PRICE
It’s always interesting to think that each location has a price range to follow. I, for example, live in the interior of Pernambuco (in Caruaru to be exact) and the price range here is well, well below Sao Paulo, Rio and other major centres. Of course, if I get a local customer I won’t be able to charge a price on these places. It is super unfeasible. But when I get such a client from abroad, I can (and should) practice pricing there, because if the value is like my hometown, the client may find it too cheap and not credible to the job.
It’s great for you to follow and understand values beyond where you live. It will help you create patterns and know how much you charge to do some work elsewhere. Unfortunately, if you’re not at the premium level, you’ll have to get used to charging what customers can afford, of course, that doesn’t mean charging less than you deserve. But charge amounts that customers can pay without complaining so much and give up, understand? And if you can get outsiders, who usually pay better than your cities, that’s for those who live far away from big cities like me, it’s even better.
So it is important to understand that the value practised in your
The city is not that of another. This is really important. Keep that in mind
HOME OFFICE X PHYSICAL POINT
If you work at home, your price must (or not) have to be lower. The cost of your home is less than that of a physical point. For example, if your room is your office, the cost you will have will be energy, water, food, internet and equipment maintenance. If you live with your parents or with a partner, these expenses will be split (or fully cured). Thus, the price needs to be lower, but justify these small expenses.
Now if you besides having your home with all these costs,
still has a space that has the same kind of costs, its price needs to be
bigger. Because this value has to be justified in your project, understand? You charge what you need to cover your
costs and still make a profit in the end. So, it’s important to know that these
characteristics also influence.
There are level 2 and 3 designers who find themselves in the two situations expressed above. The prices they will charge are invariably different by the situations they live. But of course, there are exceptions and what I am talking about is not a rule, but only situations that I have already witnessed through events, conversations and personal experiences. But the bottom line of this is knowing that your workplace is more of a price factor.
Take it easy, let’s get it done
To summarize everything, this first article is focused on disseminating
the contexts that we may be inserted to create good strategies for
Pricing. The first thing is to understand which level of the pyramid we are on. At the
Level 1 generally focus on aspiring and design students. The values
very low (or nonexistent at first), but increase with the accumulation of
experiences in this category. Once aware and after some time,
We started to evolve to the second level.
In the second, they are usually already designers with 3 or more years of
already has legal portfolios, bigger jobs and maybe even clients
fixed. These guys already have more experience, already know how to relate with customers,
prospect opportunities… of course, the price charged will be higher than
level 1 because they already realize they are no longer beginners.
After advancing at this level, the professional will expand and
reach the apex of the pyramid: the premium. At this stage, the professional already has
a lot of credibilities, usually for staying too long at level 2. You already have a
customer network, contacts and project delivery are very high quality. Do
part of the level with more responsibility, but this is justified in price.
After that, we saw a number of features that influence how much to charge.
It’s interesting that you analyze all this and find out where it is.
It’s hard, I know. Self-discovery is really complicated, but it’s part of
the process of growing and maturing in the profession. I knew when I was level
1, you realize that. But a few years ago, I have the full notion that I
I’m in the middle of the second level and I know I need to improve a lot, to get
at level 3. And no need to hurry, it happens.
Considering where you work and what scale you are on, we can define some values (speculative, as each project has a different need) to build a brand. UNDERSTAND, This is a simulation to exemplify the prices of each level, this may not apply to where and when you are.
D. Junior brand design = R $ 300,00.
D. Senior brand design = over $ 1,500.
D. Premium brand design = Above $ 5,000.
See how they are different? Each level, allied to the context,
lets you practice a certain price and that is the point of our discussion. Think with
calm down where you are, analyze the factors and set your place in the pyramid.
After that we can discuss tools and some small
techniques to help price your design.
Everything I said is not a rule, just a thought and it can be expanded by exchanging ideas with you. There are many other things that could be explored and refined to formulate prices, but this is a summary to guide you. Therefore, I ask you to comment on the post so we can gradually improve this content. Beauty?
See you next week and good sparkling water for you.