The Why of How Much
February, 2006
For a service business, dealing with a new client, or even just starting a new project for a long time client, usually starts with a conference. This makes sense, since the client needs something, and as a service provider, you have no idea what it is! Well, that may not be entirely true, as service businesses usually have a relatively short list of things they do.
This meeting is where the client outlines the goals for the project, and some brainstorming happens to come up with a plan. These are not new ideas. Every business person has been through this process. But, as the meeting progresses, the last topic to cover is the question that can potentially cause the most confusion. Of course the question is "How much will it cost?"
At face value, this is not a confusing question. But where do the rates of service providers come from, and why are rates different from one provider to another? Let's start with the example of a plumber, since most everyone has had this experience. When calling a plumber, there is an initial charge for the service call, a charge based on time spent, and charges for any needed parts. The heart of the matter lies in that second item:time spent.
A similar formula is used by most businesses. In the case of marketing/graphic design/illustrataion, this can lead to confusion because there might be a wide range for the same end product. It all comes down to the desired result. A simple example might be a direct mail postcard. A list of questions need to be answered to determine the final cost. Let's start with the more straight forward aspects. What size is the card? Is it just a single panel, or multiple panels that will fold? Will the card be printed in full color? These questions will determine the production costs of the project.
The design aspects require more thought and planning. We return to the intended goal for the project, and add in considerations for branding, style, and target audience. If the card is an announcement for a new product launch, will it be better served with aline-art drawing of the product, or might a photograph or 3D rendering of the product get more attention? Is this card the start of a larger campaign that will carry through elements to other projects? A recent project completed by Smudged Graphics involved the design and creation of a character to emphasize the value of a product. That character can then become the spokesperson for the product, and announce from a web site, a t-shirt, or even as an animated showman displayed on a big screen at the next trade show.
Where does this big list get us?
Do you want a one time, black and white postcard with some text, or are you starting the next big campaign? Does the card require custom illustration/photo retouching or 3D modeling and rendering? Does the card need custom photography, or can stock photography handle the job?
Without the answers to all these other questions, the question of "How much?" really comes down to "It depends."
The other aspect of this situation that should be discussed is why seemingly the same service might cost different amounts from different providers. The key phrase here is "seemingly the same." The needs of each client are different, and those needs are better matched up with someone who provides the service directed at those needs. When you look for a designer to complete your project, look for one who offers the services that best suit you.
In today's world, getting a web site can be as easy as signing on to Yahoo and filling out one of their templates. There are many web design firms that offer the next level, that being your choice of one of their designed templates, and they will add some image work to the site as well. Clearly these are different services than having a designer create a unique custom design from scratch, and your cost will reflect that. The decision comes down to what value you are getting for that cost. If you pay more for your custom design, it should be because you will receive more value. A templated design may be cheaper up front, but if you need to grow and customize later, it may cost you more. If you enter each project with realistic expectations and a clear view of your goals, you will never be surprised.
Smudged Graphics offers custom design services. These include illustration, 3D modeling, rendering, and animation, and custom web design. Each project is built from scratch, to best meet the desired results of our clients. This kind of service is not for everyone, but our work ads value, impact, and flexibility to your marketing program that templates don't provide.