I didn’t make up that number. It was given to me after a potential client sought out my services. He had a line of t-shirts and was looking for some great branding design (logo, business card, website). After a quick fifteen minute phone call where I got a handle on his brand, his market, & his product, I gave him some quotes.
“Hmmm, that’s a lot. I have a guy already who makes my logos for about $50 to $100 each”
“Well then you should go with him. Good luck.”
These types of conversations happen more often than they should. You can look at my portfolio and tell it’s not possible to create that level of work for third world wages. He’s clearly unhappy with his present designer yet wants top quality for the same price. It’s not going to happen.
But sometimes it’s not a mater of understanding but one of simple economics. Some clients aren’t undervaluing your work, the simply don’t have the money to spend. If this is the case, the quality of their branding design won’t matter much anyway, as their company probably won’t survive regardless of how great the branding. If your business is so trapped for cash that you can’t invest a modest amount into building the very thing that generates your revenue, then success is highly unlikely. Not impossible, just very unlikely.
More Than Just Pretty Pictures. Graphic Design & Branding is a Complex Process that Starts Well Before You Start Designing.
A great design is the END process that BEGINS with narrowing down your technical options, choosing the best solution, developing a compelling brand, and then executing that brand. And most likely you will be working closely with your client in choosing the best solutions and helping guide the entire process to the end.
So if your client is not interested in addressing these issues, and you aren’t interested in bringing them up, then yes, perhaps your client should only pay $80. Maybe that’s all a pretty picture is worth. But if you and your client are both serious about developing a compelling brand – one that will effectively take sales away from their competitor and will grab the attention of demanding consumers – then it’s clear that $80 is not going to cut it.