Pricing Design


  • Maybe this story sounds familiar. When I went out on my own, after a decade at more than a few agencies, I settled on charging $100/hour, as that’s what I’d heard most freelancers charged. Clients hardly pushed back. Projects went well, and I raised my rates—I got to $150/hour before customers balked. Agencies would contact me to do design comps for $150/hour, up to $1,500. (I eventually learned this was shorthand for “We think this shouldn’t take more than ten hours.” More on this later.) By then, I could do a round of work in about three hours, which meant 1) I’d make $450, and 2) I’d leave a lot of money on the table.
  • So I tried an experiment. On the next project, when I asked, “How much do you want to spend?” and they said, “One hun-dred and fifty dollars per hour, up to fifteen hundred,” I coun-tered with a flat fee of $1,000. I was happy because it was way more than $450 (I was always pretty good at estimating my hours), and my client was happy because it was still less than their budget: win-win
  • It worked so well, I was soon booking five months out, and that’s when I met Esther—and doubled down on this whole pricing enterprise

What you will learn:

  • Some pricing methods: industry standart, cost-plus and opportunity cost
  • Definition of value-based pricing.
  • A case study pricing.
  • Va;ue pricing: what to expect.

Who should read this book:

Designers who want to learn how to price their work.