Charging more — it’s the dream of every designer, a true measure of success, and the pathway to affording the things you love.
Every designer experiences growth spurts as they refine their craft, mastering skills like rules of typography, color pairing psychology, and designing with empathy. The reward for this growth? Higher rates reflect the value they bring to clients.
But raising rates isn’t just about adjusting numbers; it’s a signal of professional growth highlighting aspects that seasoned designers know are invaluable, such as:
- Reflecting True Value: When you charge a higher rate, you’re often signaling the quality and expertise behind your work. Undercharging can make clients question your experience or the value of your offering, while appropriate pricing helps reinforce the level of quality you’re committed to delivering.
- Enabling Better Quality Work: Higher rates give you the freedom to spend the necessary time and resources on projects, translating to better results for your clients. This enables you to focus on quality without feeling pressured by financial limitations, improving your work and the clients’ experience.
- Attracting the Right Clients: Clients who recognize the worth of paying more often respect your work and expertise, leading to smoother collaborations. Higher pricing can act as a filter, attracting clients who value quality and are willing to invest in it while deterring those who may only focus on getting the lowest cost.
- Sustainable Growth: Charging appropriately allows your business to grow sustainably, covering expenses, investments, and innovations. This supports your long-term ability to serve clients well and provides the means to invest in better tools, training, or team expansion.
- Building Confidence: Pricing can affect your mindset. Charging what you’re worth reinforces your confidence and signals your commitment to quality. The respect and validation from clients who appreciate your worth also enhance your professional fulfillment and motivation.
But charging more isn’t a spoken activity but a scientific one with critical milestones to hit before you charge more. In today’s post, we interviewed three designers who gave their take on when it was time to start charging more.
Pick a nugget or two.
Enjoy!
Three Designers on Knowing When to Charge More
1. As a designer, how did you know it was time to start charging more?
Tina Brown: I recognized I needed to charge more when I noticed improvements in my work and received excellent feedback from clients. Their positive responses showed I was delivering high-quality results. Once you acknowledge your worth, it’s only natural to adjust your rates accordingly.
Dimejii: The decision to start charging more comes after noticing improvements in skills and delivery. Whenever I feel I should have charged more for a project, it’s a signal to increase my rates. I believe in delivering three times the value the client is paying for.
Ferrari: I raised my rates when I found I couldn’t cover my living costs. I can’t produce good work under financial strain. Also, seeing colleagues charging higher encouraged me to adjust my rates as well.
- Have you recently completed projects where you felt the quality of your work surpassed what the client paid for?
Tina Brown: Yes, especially last year when I was building my reputation. I often went above and beyond what clients paid for, like providing a full visual identity when they only paid for a logo.
Dimejii: Yes, recently with a client’s brand website redesign. I conducted in-depth research on their brand and audience, making decision-making easier for the client. This went beyond the initial project scope.
Ferrari: No, the way I set my pricing prevents that. Each project scope and quality level is discussed in advance, so I know exactly what I need to deliver.
3. Are clients returning to you with more projects or recommending you to others without any marketing effort from your side?
Tina Brown: Yes, clients typically return or refer me due to the quality of my work. I haven’t needed to pitch myself actively.
Dimejii: Yes, I focus on client satisfaction, and 90% of my work has come from referrals or recommendations.
Ferrari: Yes, my reputation brings in new work at a regular pace through referrals, so I don’t actively seek projects.
- Do you regularly find yourself overwhelmed by the number of clients or projects you have at your current rate?
Tina Brown: Yes, I often feel overwhelmed with multiple projects. That’s why I’m comfortable with my current rates, even if some think they’re high.
Dimejii: Not really. I avoid taking too many projects at once to maintain my creativity and project direction.
Ferrari: Occasionally, new projects pile up once or twice a month, even though I try to keep a low profile to manage the workload.
- Have you taken on additional responsibilities or provided extra value beyond the scope of the original project without adjusting your price?
Tina Brown: Yes, I often go the extra mile for clients, but I’m starting to recognize the need to reflect that added value in my rates.
Dimejii: It depends on the extra value. If it’s within the brand’s visual identity, I include it. For things like motion graphics or UI design, I charge an additional fee.
Ferrari: Yes, for example, last year, I expanded my role on a project due to understaffing. Adjusting the rate wasn’t possible, so I took on the extra work to maintain good relationships.
- Have you improved your skills or acquired new tools/knowledge that make your work more valuable than when you first set your rates?
Tina Brown: Yes, I’m always learning new things to stay competitive. Continuous learning is essential to stand out in the industry.
Dimejii: Yes, I believe there’s no mastery to knowledge. Improving skills and deliverables is essential, which sometimes requires investing in courses and new tools.
Ferrari: Absolutely. During a hiatus, I picked up skills in creative writing, 3D modeling, and new tools like Blender and Storyboard Pro.
- Are your rates lower than or equal to what other designers with similar experience and skill levels are charging?
Tina Brown: I’m not sure, but I make sure my pricing reflects the value I provide. I won’t under charge for my skills and expertise.
Dimejii: I focus on charging based on the value I offer, rather than comparing my rates directly to others.
Ferrari: Yes, I charge lower than some illustrators with similar experience because I work in a different market, which aligns with my personal goals.
- Have clients been willing to pay more when you’ve quoted higher rates for specific projects or services?
Tina Brown: Yes, clients have occasionally paid more than agreed because they were impressed with my work quality.
Dimejii: Yes, clients have paid up to 20-50% more than the initial quote, showing satisfaction with my work.
Ferrari: It depends on the client’s budget. Some are willing, while others have limitations. I aim to match the value to their needs.
- Do you feel that your current income doesn’t reflect the time, energy, and expertise you invest in your work?
Tina Brown: Sometimes, I feel I deserve more, but I also recognize my growth journey. I’m gradually increasing my rates to match my progress.
Dimejii: No, I believe there’s a time to build and a time for income to reflect the value provided. My focus was initially on building skills, and now it’s starting to pay off.
Ferrari: A little, but I’m not concerned as my income is sufficient to support my interests. I have plans to increase my income in the future.
Charging more isn’t simply about picking a high number; it’s about aligning your fees with the true value and impact of your work. For designers, understanding the value exchange in client relationships is essential. Here’s how charging more should work and what to be mindful of:
- Value-Driven Pricing: Charging higher fees should be based on the tangible and intangible benefits your work brings to clients. Rather than charging arbitrarily, consider how your design solutions solve specific problems, increase client revenue, or enhance brand perception. When clients receive benefits that go beyond what they expected, they are more likely to see the value in paying a premium.
- Delivering the Highest Service Quality: High pricing demands high standards. When charging more, it’s essential to provide a level of service that justifies the price tag—whether through in-depth strategy, personalized solutions, or superior craftsmanship. Your goal should be to provide a return on investment that clients can’t easily find elsewhere.
- Avoiding the ‘Greed Factor’: It’s important to remember that charging more isn’t about what clients can afford; it’s about the value and results your services offer. Inflating prices just because a client is wealthy, without offering added value, can hurt your reputation and client relationships. Instead, let price increases be driven by improvements in your skills, experience, and service offerings.
In the end, charging more should reflect the quality and outcomes you bring to the table, reinforcing your expertise and the benefits clients gain from working with you.
It’s not about taking advantage but about ensuring a fair exchange that values both the designer and the client.