Putting a price on value

“Overpriced” generic coffee made in Adobe Firefly.

A $5 cup of generic coffee never tastes as good as what you make at home.

A $5 cup of coffee made with quality beans and proper preparation from a kind barista might keep you coming back.

So many factors play in to defining the value of a product. I find it even more challenging to put a price on your value as a designer, especially freelance work.

It's easy to undersell yourself because paying top dollar means it'd better be good.

Underselling yourself feels like you are lowering the risk of shipping work that the client might not like. If your service is cheap, the client will think, "That's ok that I don't like it, it was cheap."

What you really signal is, "This person sells cheap work because the work comes from a thoughtless, rushed, inexperienced place."

If they do take you up on a low-ball offer, you risk being taken advantage of. They may want more revisions, more tweaking. And even if the work is good in your eyes and the eyes of others, the client may look at it as subpar just because it's so affordable.

When you don't like a TikTok video, you don't say, "Hey, at least it was free!"

When you do like one, you don't say, "Wow, what a bargain!"

Other variables are at play. You can find enjoyment or distaste at the same price point, even when it's free.

Value is not price. It's the benefit that your client receives from your hard work which is influenced by price. It's your knowledge, experience, time, resources, attitude and other elements that make your work special. Value is a direction, not an outcome.

I'm not arguing that you should charge more than every other designer. Studying what others charge for their value can help you determine a good middle ground. Learning how to confidently communicate the value you provide as a skilled professional is also essential.

This is a reminder to myself as much as it is to others: Your design skills are valuable and you deserve to be paid appropriately.