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Why Flat Fee Graphic Design Company’s Suck

Posted by AriesGDIM / Tami Highbaugh-Abdullah in Branding, Graphic Design | 1 comment

Today I received a call from a potential client asking me to give him a quote for a CD cover. When I told him we should schedule a time to discuss the full scope of expectations for his CD cover he asked me if I just had flat rates for design…. when I said…. No the caller seemed surprised so I explained why I give design quotes instead using flat fees.

Why your graphic designer should give you an estimate for your design instead of a flat fee

When a potential client calls asking for a design I ask them what their design vision is… sometimes I have them sketch out their design or send me example images that convey the feeling or message they want to communicate to their users. We normally discuss the importance of color psychology, I explain the level of difficulty or ease of the design and then give them an estimate based on the time I think it would take to create their vision. Each customers needs are a different and designing something to convey your brand message versus someone else’s may take more or less time than the next customer.

Goodness & Mercy Business Card - Side 1

Goodness & Mercy Business Card - Side 2

A perfect example can be shown in these two Brand’s business card designs. Goodness & Mercy, Inc. needed something simple with just their logo and employees name, title and contact information. They new exactly what they wanted and where they wanted it and design time was under an hour.

On the other hand Living Spaces, Inc. wanted a great deal of detail in their business cards. They wanted their business cards to stand out, to make

a good first impression and to be a conversation piece. Their business card conveys that Living Spaces is a company offering home construction & home renovation. Living Spaces, Inc. had me design several different versions of their business card with varying color combinations, font styles, varying styles of the “S” before they decided on one that best fit their Branding needs.

Living Spaces business Card - Side 2

Living Spaces business Card - Side 1

The important point to understand, by looking at the difference in these card designs, is that if I set a flat fee for design I would have to ensure that I allow time for a very involved design with several different components to safeguard I don’t cut myself short. It’s also important to understand that if a graphic design company gives flat rates for design you will be dealing with a designer that is more concerned about staying with the allotted time parameters for design than to ensure you get the design you need. No one likes to work for free and I guarantee you your designer with the flat rate… will cut you short in a heartbeat. Flat rates also cut out the creative process because the focus is not on the customers needs but on the time constraints. What if your design took less than an hour and the flat rate was to cover 3 hours of time? Do you really think they will say… hey let me give you some of this money back? Not!

Receiving an estimate on design instead of a flat rate ensures that your designer has thought through your design needs, included the design time it will take to give you several different variations of your design, and that they have estimated in time for feedback from you to make the changes and revisions you need so that in the end you have a finished product you can be happy with. My advice to you is to Beware of any company offering you a Flat Fee to complete your branded design.

Tami Highbaugh-Abdullah

Creative Marketing Director

Aries – Graphic Design & Internet Marketing

Indianapolis, IN

http://ariesgdim.com

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