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Poppy ThaxterHow can designers charge more for their work? We ask Praline’s David Tanguy and Yarza Twins
We’ve all heard creatives lament about the shortcomings of traditional design education, where courses are primarily structured around teaching students the history and fundamentals of design, equipping them with the technical skill sets needed to thrive as a designer. However, when it comes to money, or the realities of running your own practice, designers often teach themselves the rules on the fly. Due to a lack of education and transparency, among other reasons, it is not uncommon for creatives to struggle with undercharging for their services. Many designers undervalue their work, take on low-budget projects, and doubt their own worth.
To address this issue, we consulted with experienced creatives who have been there, done that, and have valuable insights to share. We spoke with Eva and Marta Yarza of the renowned London and Paris-based agency Yarza Twins, who have worked with clients of all sizes and requirements, as well as David Tanguy, the founder of Praline. With 20 years of experience of running a thriving design studio under his belt, Tanguy created Studio Focus, a hands-on program that empowers studios to significantly enhance their businesses. So, why are designers undercharging for their work? How can creatives enhance the perceived value of their work, shift their mindset, and establish clear expectations with clients? In a conversation with Tanguy and Yarza Twins, we peel back the layers of this complex problem, and gather wisdom and practical strategies that can help designers to not only find the right pricing for their work, but to also tackle self doubt and cultivate confidence.
From his years of working with both designers and clients, Tanguy has observed many cases where designers undervalue themselves and charge lower rates for their services than they deserve. To navigate this problem, he offers a neat trick – when calculating rates, he emphasises the importance of pausing and recognising the value that your work brings to a client’s business. “To do this,” he says, “you need to ask the right questions when you’re talking with potential clients.” How long will this work be used for? What will be the potential viewership? Will this be attracting extra business for the client?
He points to another reason for designers underselling their services in scenarios where they become trapped in low-budget projects and end up taking on multiple projects to make ends meet. To address this, Tanguy suggests learning to say “no” more often. Instead of immediately accepting a project, he says, “focus on listening to your clients and asking questions to better understand their problems. Shift your discussions from just talking about the work you’ll create to discussing the value it will bring.” Furthermore, it may be important to take into account whether the client is a small company or a large corporation and tailor your pricing as such.
Impostor syndrome makes designers question their abilities.
One other reason for undervaluing yourself, in any situation, is the dreaded impostor syndrome – a formidable opponent for many in the creative industries that causes them to doubt their own worth and expertise, especially those just starting out. Yarza Twins explain that it can lead to designers charging less than they deserve. “Impostor syndrome makes designers question their abilities and feel undeserving of fair compensation,” they say. “To overcome this, it’s essential to acknowledge that self-doubt is a shared experience in the design industry and other creative fields.” It is not something that can be resolved through a workshop or by reading a book; developing self-confidence requires consistent self-reflection and acknowledging (and celebrating) your accomplishments. “Surrounding oneself with a supportive network of mentors and peers who can provide constructive feedback and encouragement is invaluable! Additionally, continually upgrading skills, setting clear goals, and educating clients about the value of design work can boost confidence and ensure that designers charge rates that align with their true worth.”
It’s also important to remember that the price you set for your work is not just informed by the practical output of a project, but it also reflects the insights you bring to the table, guided by your experience in the industry. “Higher fees often indicate a higher level of experience and, more importantly, professionalism,” asserts Yarza Twins. “You won’t pay the same price for a Rolex as you would for a Casio, and the same principle applies to design. When a designer commands a premium rate, it communicates to clients that they offer not only a high degree of expertise, but also a profound understanding of the intricacies of the field.”
The key is to enhance the perceived value of your work for the client.
To charge more for your services, “the key is to enhance the perceived value of your work for the client,” confirms Tanguy, by honing in on their needs, rather than your own. “It’s also about mindset,” he continues, whereby designers should shift their mindset from ‘I do what the client asked for’ to ‘I do have a solution for you to get to where you want to go.’
To achieve this, he breaks down the process into actionable steps. Firstly, identify companies or individuals who have significant problems that your expertise can help solve. Then, define the problem and understand the client’s emotions, and in turn, utilisee these insights in your communication and presentation materials. “It’s important to really understand what your clients want to achieve,” he advises. “You need to figure out how to get them from where they are now to where they want to be. Look for opportunities where your skills can make a big difference in helping them reach their goals. By doing this, you’re not just providing design work, but you’re becoming a helpful partner in their journey to success.”
By offering a more comprehensive and effective solution, you not only justify your increased rates, but also showcase your unique skill set, setting yourself apart from competitors. As Tanguy points out, “many designers offer similar work and say similar things,” so some clients may lean towards the cheapest option unless you can bring something extra special to the table, beyond your design services.
What expertise do you possess that could enhance the value of your offering? What would be beneficial for your clients? “This could involve providing a clearer vision, a solid plan, accountability, reaching a wider customer base, improving social media communication, assisting with product launches, and offering ongoing support,” says Tanguy. “In an industry where creativity and innovation are highly prized,” according to Yarza Twins, “distinguishing yourself from the competition is not just a matter of standing out, but also of delivering a distinctive and exceptional design experience.”
Creating contracts and determining project expenses in advance is also essential for establishing clear expectations, preventing misunderstandings, and building trust with clients. From a legal perspective, these agreements provide a framework for the scale and scope of the work, the deadlines and feedback cycles, and help define the details – such as an upfront payment before starting the work, and any additional fees for multiple revisions, among other payment terms. “They provide a shared understanding and ensure transparency and fairness in pricing,” Yarza Twins explains. “By defining terms and financial aspects upfront, both parties can focus on the creative process and build a productive working relationship.”
If you win, the entire design industry wins!
In a sense, learning how to set the right price for your work does not just benefit designers on an individual level, but helps push the entire industry forward by allowing clients to understand the nuances behind a designer’s budget. Higher levels of transparency, open communication, well chalked-out contracts and a cultivated sense of confidence will not just help the designers of today to ask for the money they deserve, but also set the entire industry on a path where clients and the emerging designers of tomorrow instinctively understand the true value of design. As Yarza Twins so aptly puts it, “If you win, the entire design industry wins!”
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