2009 November | i-tees

I just received an email where the ONE.org (organization) asked the members to send in their ideas for a new t-shirt. They received over 500 designs, and the expert (?) judges selected 3 finalists, followed by more than 58,000 people voting for their favorite. The winning t-shirt was designed by Valerie Strecker of Slidell, Louisiana. Okay, my first question is, is Valerie a graphic designer? I just googled her and I cannot find anything about her. I’m not saying there’s anything wrong with her design, I’m just wondering if she’s done other things and I as a designer, would like to see them. If anyone can enlighten me, I’m awaiting the comments.

What is interesting to me is a quote by Chalya Shagaya (ex fashion model turned fashion stylist and holds a degree in Justice and another in Computer Information Systems; her company is Stickman Concepts), which cuts right to the heart of the original message I was was trying to convey when I first launched this site in 2006… which was to wear clothing that says something about yourself or helps spread a message, not just a brand or designer’s name. Chalya said,“What we wear says a lot about who we are…the right design has the power to go even further, and spark a global conversation. It starts with, ‘I love your shirt, what does it mean?’ and ends with greater awareness of the role we can all play in ending poverty and disease in some of the most vulnerable place on earth.”

Now, I must say that I’m very upset about this new arena for graphic designers. We are being watered down by a population growth in the industry and at the same time so many companies are outsourcing and driving the value of what we do down. Throw into the mix the new websites popping up where they’ve asked designers to enter contests for FREE, and compete against each other for a small winning fee. This is as shameful as the industry can get. We must start a campaign to close down this practice.

As a designer who has been working for almost 30 years, I know we deserve more respect and I’m horrified with new designers entering the profession each year and what they must think. If the only way for them to win assignments is to compete against their friends and the industry throughout the world for FREE, it’s a sad situation for the design industry.

I’m writing this because many clients don’t have an understanding or appreciation of what graphic and website design services are, what qualifications they should be looking for, or what projects cost.

First, pricing is going to vary quite a bit, based on whether a designer has just graduated from school and is just starting out or has been in the industry for 25+ years. Second, we have tons of competition from clients sending the assignments outside the U.S., because of the lower pricing per hour, and who can compete with $8 an hour? But in this economy, hopefully clients who are in the United States, will look to the U.S first!

Qualifications: Just because you have a computer, a few fonts, a few images, and Photoshop, doesn’t make you a graphic designer! Creativity is something that happens in the mind. To be a great graphic designer, it takes years of experience working with all sorts of clients and projects to get it done right. When I start a new project, the first thing I do is interview my client. The more my client can tell me about what they’re trying to do or sell, the better prepared I’ll be to design something perfect, just for them. I recommend doing research of their competitors, and you also need to have the experience of knowing what you’re doing is original, and is pleasing to both your client, the customers and yourself. The end result will be successful if these factors are considered. Being a good designer is knowing who you are designing for, and remember, it’s not just yourself!

Design details and costs: So let’s clear up this confusion. There are clients who think they cannot afford a graphic or website designer, when the price might be within their budget. Then there are those that once they receive your estimate, disappear.

Here’s a list of some projects and the details and budgets they might have:

1- Logo design – There are three basic types of logo projects.
Logo type A: A typographic solution is one that plays with the name of your company, and creates something unique, but only using text. The range could be anywhere from $500-$1,500+ depending on the type of company you are. Obviously if you are a start-up company, non-profit or individual, you should not be charged the same as a well established fortune 500 company. Also, depending on how many different concepts you’d like to see, and how many rounds or revisions will be included, that would also be reflected in the price. Formats: Always be sure to get the EPS format as this is always expandable in size, if it’s a photoshop file, that’ll be the largest it will ever be. This is true for all logos if possible.

Logo type B: This includes all of the above and in addition, you’d like a graphic or icon created. Depending on many of the variables mentioned above, and here, the price would range from $1,000-$2,500+.

Logo type C: You want something completely illustrated, typographic as well as artwork. For example, let’s say you’re going to sell milk, and your company name is “Moo”, you’ll need something designed for the “Moo” and you may want a particular type of cow drawing. Maybe you want the drawing/painting in a cartoonish style or maybe you want it drawn in a realistic way. Depending on the specific details, I’d put the range of this assignment at: $1,500-3,500+.

2- Website design and development:
First let’s start by clarifying the difference between design and development. Most do not understand the difference here. Just because someone can link pages together and load content, doesn’t make them a designer, they’re a developer. Also, just because someone can create stunning web design graphics in Photoshop or InDesign, doesn’t make them a developer. These two areas are quite different and many times it will take more than one person to get the job done. I am able to design and develop, but I still work with a development team to help with certain types of programming, which I don’t know, and don’t want to know.

Next, let’s discuss the different types of websites and what they are. Remember that to have a website you need a domain name and hosting. (What’s your website address going to be? and you’ve got to pay a hosting company to park it; picture buying a new cell phone, but until you pay a provider, it won’t work.)

A designer needs to know all the details about what you want your site to have, so they can organize how the navigation and pages will work. We also need to see other sites you like and the details about why. This helps us see into your feeling about style and creates a color palette for us and your layout/structure preferences.

A simple html/css manually built website is one that is built page by page by a developer. A site that has a backend “content management system” (CMS) such as Sunfox, or Concrete5, is one that does not have manual pages. It’s one that creates those pages in a database that is available thru a browser by logging in. It uses a template or two (depending on the design of your site, the homepage and interior pages might be a different look) and loads each page’s content into that same template shell. If you have a new site with a custom design, and you want this area built, it will raise the cost of your site. Also, if your site is going to have e-commerce, and what type, paypal, full credit card acceptance… and depending on how many products you want loaded before launching, and other factors you’re planning like, form pages, community areas, integrated music, video, Flash animation, member logins and more… all these can drive up the costs.

Costs for websites can start at $1,500 and go as high as $10,000 or 30,000+ depending on each particular case. Each company or individual should be as specific as possible about what their website needs are, so a designer and/or developer can estimate the website accurately.

3- Custom Blog design:
Lately, I’ve been designing custom blogs using “WordPress” and they are a huge hit. More are coming in all the time. They are quite good for many, but there are some limitations, unless custom programming is added in. WordPress gives clients most options they’ll need and since the content management system is already built, we’re just customizing the design and some of the specifics for each client’s needs. The pricing can range from around $500-$1,500+ depending on the details.

3A- Free blog: Now of course you could just go to WordPress or Blogger and just start a blog for free. You can pick one the template designs, but you’ve got to realize that you’re site will look like many others. In order to stand out in a crowd, it’s important to establish your own identity. If you don’t, customers will not necessarily remember your name or anything distinctive about your company. It’s worth it to spend a bit more and have an original design created for your own blog or site, so that you’re proud to show it off.

4- Brochures:
Many times, clients say, “I need a brochure” and I always ask the same questions. What size, how many panels or pages? What type of content, text, charts, illustrations, photos? The pricing as with any other assignment will be based on how complex the assignment is. A simple tri-fold brochure (8.5″ x 11″ folded up) can range at $1,500+. If we’re talking about a 4, 8 or 12 page brochure, with text and photos, then the range is $1,500-5,000+. If there are other factors, such as photo research, illustrations, charts or diagrams needed, pricing will vary.

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The important thing to remember with all of this, is that each client has a different need, and all estimates have to be tailored to fit that specific client and specific project. So, look at other logos, websites, blogs, and brochures so you’ve done a bit of research and have a clear idea of what you want. Be sure to look at the designers portfolios, and sure that the style they have is what appeals to you, also look to see if they have testimonials, reviews, press, have they won awards, and how long have they been in business, so you know you’re selecting the right designer for your project. Someone with experience who can show examples of similar projects.

A great resource for pricing and guidelines on all kinds of projects, as well as having contracts and other important information is the “Graphic Artists Guild Handbook: Pricing and Ethical Guidelines.” I refer to this book quite often for details, and it’s a book that should be in every designer’s studio.