Pricing Design Work & Creativity (The Guide)

[@thefutur]

Want to attend a live workshop? Miami Sales Workshop: shorturl.at/DqA6m Oct 12, 2024 🇬🇧 London Sales Workshop:shorturl.at/ZAgJd Oct 29 & 30, 2024

[@vTropic]

this is how college courses should be like. It's sad I pay thousands to take college courses and I learn more in a couple youtube videos than literally years of schooling.

[@IndrajaSalunkhe]

Totally agree

[@1BuFo]

Then dont be a stupid american and pay thousands for a school that does nothing to advance your skills. Drop out and pay 1/10 of that money to put yourself trough professional courses. Nobody is forcing you into college *rolleyes*

[@pacurarudaniel]

you're absolutely right, education should update their content

[@duranburnett]

your college sucks apparently, i actually used this exact video on my class i teach.

[@cutienerdgirl]

Community College will help you for cheap, don't go to an Art School.

[@frankmartin2503]

This reminds me of my grandfather. He was an aspiring artist. During the Great Depression, he advertised in the newspaper to do portraits, $50 each. He got no replies for weeks. Then one week, the telephone started ringing. He could not figure out why, until he checked the newspaper ad. They had misprinted the price at $500. Now the portraits had value, for $500 my grandfather must be good. It was a good lesson to learn, that a higher price tag means a better product to most people. That higher price reduces risk.

[@thefutur]

yep!

[@CVVmagic]

Loved this comment

[@collins9708]

was he worth $500? yes the "higher price tag means a better product to most people" but if he's not worth $500 then he's not going to keep that business.

[@MiaogisTeas]

@@collins9708 It forces you to get good fast

[@somescams]

Your Grandfather's name? Albert Einstein

[@bourne275]

"You pay me for what I know, not for my time", something a lot of people just getting in the industry don't understand. Good stuff.

[@rionmotley2514]

Sorta kinda. From the customer perspective, you're getting paid for what you deliver - increasing their bottom line, essentially. They're just not used to paying for that, directly.

[@that.unknown]

"charging by the hour punishes me for being good" as an Engineer, that hit home.

[@jamilynncreates3622]

I ran into the same problem as a house cleaner. As I got better, I got more efficient and I started to feel resentful that I was actually making less money to do the same job in less time.

[@arieagung]

@@jamilynncreates3622 well then you increase your hourly rate...

[@MiaogisTeas]

@@jamilynncreates3622 You have 3 choices, depending on what is important to you. You can A) increase your hourly rate, B) take on additional clients since you have more time, C) Outsource. Or the hidden 4th option: ALL of those things 😎

[@zanthiel2009]

@@arieagung According to the video she should start charging by the job; doesn’t matter how fast she does it but the end result.

[@mastercamer]

@@jamilynncreates3622 I didn't get it. What do you mean by you were making less money. For example if they paid you 20$/h and you did the job in 30 minutes , then that will mean that you earn 10$ for free right? unless I'm missing a point

[@AlexanderGartley]

"You price the client and not the job" Love that.

[@MohsinMirza]

Absolutely !

[@the_alchemy_method]

But so many designers give way cos they’re desperate to get the job and cant argue their case or the financials well enough mainly cos they don’t ask the client the right questions

[@borcsaster]

No, it's misunderstood: you don't charge the client (that would be discriminatory) you charge how many times your logo is going to be used! 50-100 times per year only on letterheads or 50000-10000 times printed on pruducts?

[@the_alchemy_method]

@@borcsaster well you would have a hard job in getting them to release how many times they actually used it. Plus getting them to agree to PPU (pay per use) is a very difficult task unless they are a larger company

[@borcsaster]

@@the_alchemy_method You are talking in the past tense which is not in hand yet when you're designing a logo! You have to estimate the usage before work! If it's a solo entrepreneur or the company that has no products but only services than the usage will be probably low. But if it's a company with a massive product range and several years in the business the usage is going to be a lot more! Of course, you're a bit in trouble with startups, but the choice is always your's what sum to say, and it's their choice if they want to work with you or not. But you don't decide (or at least you shouldn't communicate it) on the client, because thus you'd say: I like you, I do this job for you for this much, and I don't like you so I do the same job for you for this much. You can have preferences within the clients of course, but I think it's better not to throw it in the client's face, saying: for you, it's this much! So I'd rather say: as I see this logo is going to be used... so the value of it, is... . I think the difference is in communication.

[@rthur.]

Every time a client emails me about my prices i always watch this video to calm myself down and not panic!!

[@nylerigor]

I just did the same exact thing! Lol

[@nelsonharpee3537]

Now I have a pair. How our actions connect can be incredible.

[@theashguardian8640]

No way, I just thought of doing the same

[@GaboyNatienAustralia]

I am actually freaking out MORE because i am already imagining fighting them over my value and the price i want to earn even though i “deserve” it?? 😭😭😭Anyone else? HELPPPPP

[@xXDragonTribalXx]

@@GaboyNatienAustralia You don't KNOW that you deserve it. You put it in quotations and thus devaluing your work. From a purely business focused standpoint... It's ok to fail. What would you rather have at the end of a month? 20 clients who said no to the price you made for them but the 21st paid you your 100k or 50 clients who said yes to your negotiated price but at the end you own 20k because you thought your work is not "worth" enough? :) You gotta live that.

[@alexander.pereira]

I'm a grown ass man with my own business and thought lemme watch this as I eat my dinner and remember when I was a broke designer. But dude just blew my mind. About to re-watch it.

[@thefutur]

Hey grown ass man. Welcome to the Futur.

[@7-up813]

His business acumen is flaky though he said with e-commerce your cost should be 1/4 retail because it doubles from cost > wholesale > retail but because you get to set your own prices with online stores you don't need to chase these margins since there is no middle man..

[@frankmartin2503]

@@7-up813 Not if you want retail sales as well. If you are selling for less on your e-commerce site than I can sell it for you in my store, why would I sell it? Those sales reps need payment/commissions as well. The numbers he used were just for the presentation, but those are pretty much on par for retail.

[@erfansvideos]

I’m an ass man too 👍

[@danieldigiacomo]

I’m not a logo design... not even in a creative field at all. Somehow stumbled on this video and found SOOO much value in the conversation. Amazing presentation!

[@carltonlear1123]

Me too

[@linuskristian]

Same XD

[@jamesrodriguez2808]

Do you need a logo 🔥

[@HoneyBunRoad]

I like that the audience is asking questions that are relatable. They don't act like they know everything.

[@conworrall]

I'm 20 and at a design academy in Cape Town and this is exactly what they're teaching us in business class. This kind of thing should be taught in high school and accessible to all designers.

[@blacknbone]

whats the unit called?

[@ZelltisExx]

@msec Ses no one would hire a designer for marketing...

[@conworrall]

Jacob Nandi Cape Town Creative Academy

[@conworrall]

msec Ses The lecturers at this academy all either have their own design practices or currently work within the industry, teaching up and coming students as a side hustle and way of giving back & sharing knowledge. Also it’s not a marketing school but geared towards more visual forms of design - Communication Design.

[@LastbutNotFirst]

@@ZelltisExx I am a designer, who gets hired to market shit all the time and also consult. most times, they don't even want me to design anything. They just want ideas and a way to increase revenue... Why do they hire me to market? Because I have proven myself that I can foresee where the company is going, direct them to where to focus on, and save them a ton of money by not doing much advertising. I worked for a company that spent $0 on advertising and we were the first company ever to do this, and become hugely successful. Now everyone and their mother follows what we did.

[@baileyimproved2075]

The hourly model is broken because it rewards inefficiency. It's as simple as that. Beautiful.

[@makromizer]

There's never a plain hourly model. If you are being inefficient, your client will only be willing to pay lower hourly rates. Or he is an idiot...

[@user-sw1wq8lh2w]

It doesn't reward inefficiency, it's not like people are willing to just pay for whatever hours you use. It does actually encourage reduction in scope creep, but change order limits do a better job of that. It also protects you from unexpected roadblocks, details, client satisfaction, etc. Personally, I think a clear contract and flat rate is better. Due to that, I've made $1k in a hour due to the fact I found a better way to accomplish their goal.

[@liquerinfrnt]

@@maxmaxed2887 that was part of his contract. He said 3 rounds. Client wants more revisions? He can pay more for them.

[@r.a.8618]

But the lawyers get to charge at hourly rate. They are perhaps charging what designers are charging per job per hour. The world has never been fair.

[@registerme2]

30 years ago, when I was first starting IT consulting, I charged "50% of increase in revenue for the first 6 months after the system I developed went live". This worked well when I was talking to the owner of a small to medium sized business. So long at they had integrity & had a clear idea of what they needed. I took all the risk, when it worked I made a ton of profit (very high hourly rate). But I found it impossible to do with large enterprises. They found it difficult to calculate the ROI independent of all other activities. My productivity could be derailed by internal inefficiencies, & their legal team were challenged by the non-standard contract.

[@cptpowerpuff]

I’m seriously blown back about how this channel isn’t bigger, the way you can peacefully do business in a clean and respectful way, making ends meet without being agressive is amazing

[@YokoshimaSTAR]

That argument about time and hourly rate was straight stab to the business client's heart. I clap for you for teaching me how to be a sassy graphic designer. I'll shine like your bald.

[@berkaytas01]

bahahha till the end it was ok, but that ''bald''part got me.

[@Meow45146]

yes to the hearth of stingy client that need the compromise for the lowest amount to be ok with the conscience. Poor oaf, and then you see them queue up for the latest iphone that isn't even worth 100 dollars of materials or for everything else that make them happy without care about the price. Man's hypocrisy travels faster than light. ;D But at this point even the most fervent of moralists would have understood that is vain clutch at straws and that it would have been better to dare more value to oneself. ;P

[@homerthompson6028]

Damn he didn't heart your comment. He must have felt that bald comment.

[@ethandenton3393]

@@homerthompson6028 Nah, he's confident.

[@VictorALuna]

Huge mistake: watching these videos right before going to sleep, cause I get so excited that I just can't close my eyes!

[@thefutur]

Lol. It's a shot of brian caffeine.

[@MJ-xg2ow]

I can relate

[@ecomhicks]

Same Here, It get's the ol' mind gears churnin'

[@Teej.Images]

I can confirm... I haven't slept for 3 days

[@sonnyh9774]

Read legal cases and you'll go right to sleep.

[@MikeRenouf]

I have a degree in Industrial Design and a degree in Business Management. None of the lecturers on either course even came close to joining up the practical materials in a way that made it all as clear as this. This should be mandatory watching for all designers.

[@thefutur]

Thank you so much Mike.

[@gauravtee]

I have no idea why I'm watching this but I stuck through because I found your demeanor incredibly attractive. I love your confidence and speaking style.

[@thefutur]

Thank you

[@CarlosMota]

Yeah! The guy has confidence and a calm speaking style. And he need that confidence to charge 15K-30K for a logo and explain to the cliente why he is charging that. By the way, thanks to your post I discovered a new word in english: demeanor.

[@gauravtee]

I'm here after a year even though, as a writer for a bank, I have nothing to do with this field. Chris really has a way of drawing people into what he's saying. What a fascinating talk. Until next year!

[@TheAbrahamHD]

I'm not even a graphic designer and I enjoyed this.

[@option-sh9yd]

Im more into thiestic v atheistic debates and its funny how im listening to these videos and find bits interesting. What goes on behind the screens of widely known brands huh lol

[@impossivel2006]

I can't draw a straight line to save my life, and I loved this video.

[@kickcloudstv]

Same, I'm a music producer at the moment.. But this was extremely informative. Perhaps I will have to get into consulting as well.

[@thepassinglane]

I initially searched for video editing. Then stumbled into graphics. And KZbin said "I think I know what you wanna see" and brought me here. I knew nothing about this stuff, and after watching it I feel like a consultant already.

[@kwisatzhaderach1458]

It's EXTREMELY valuable info

[@MrArtist1971]

I've been in design for over 25 years and I completely believe this. My situation has been 'employee' of 'this and that' big firm that when they found out my skill level either pulled the job from the agency they were using or just loaded me up with design work that they knew cost them more on the outside - I didn't realize I was getting screwed. I completely feel stupid at the moment. In the last 5 weeks I have literally produced approximately 40K worth of work for SALARY - I kid you not. Time to get my head on. God help me. I think the truth lies in realizing your own worth and asking for it. To be honest, I see average designers killing it financially, and why? They simple go for it. I have to go for it. This vid is something else.

[@darzwena]

I completely agree with you!!

[@brownhaus815]

I've been freelancing for 22 years at hourly wages....no more!

[@wildfireflower]

It's really really true. I have a business coach right now and these concepts and the way we're able to make it happen for ourselves is amazing. We don't have to be controlled for 8 hours, while we trade our hours for dollars

[@latiolaisgradnigo]

❤️❤️❤️

[@yourcrunk8033]

The way you market your brand (in this case your artwork) is everything. Knowing who to showcase your work is half of the battle. Knowing the worth of your own art work is key, placing a price that reflects the work you do.

[@geefbird]

Don't watch this video before bed, you will be way too inspired to go to sleep. Wish I would have seen this 5 years ago, I just decided to get back into graphic design after years of not doing it and immediately started selling my work and shooting for bigger and bolder jobs. Currently working on my biggest and boldest yet and this just added so much fuel to that fire. I love randomly being thrown inspiration. The universe knows all and will provide what you need when you need it. Thank you for this.

[@yoyoyo3439]

How did u find clients?

[@NormalCleanCars]

Because of you, I was able to convince my boss to start paying me on salary which is based on my amount of work and quality instead of being paid by the hour. I kept doing my job really quick and I would get penalized.

A woman told Picasso: “You took just five minutes to do the sketch,” ... Picasso: “The sketch may have taken me five minutes, but the learning took me 30 years"

[@thefutur]

yep

[@lenicelacourdia]

benjamín saravia exactly

[@BeyondSideshow]

10:20

[@BeyondSideshow]

Sean P. - There was no one like Picasso in his time though

[@joegonzalez4343]

BeyondSideshow well, you never know, there might be more but they prefer to be hidden, live private life that is. :P

[@jacobwallner5941]

Do we all ignore how perfect he just drew this Nike logo

[@taylorjennings6273]

Jacob Wallner i was definitely staring at it the whole time.

[@florinangelo6851]

Not too similar , trus me got some ocd 😂, the diference and proportion between th base and the end to big , the angle of interior curve ...

[@florinangelo6851]

But yeah good juob at the end

[@christinavigorandmoxie]

I immediately thought that! LOL

[@No_Show94]

With ease

[@gametimesports4698]

"You guys sell what you do, I sell what the world can do!" GENIUS!!

[@buckminster07]

Dude I thought everyone just quite the video before listening to that great line

[@guttajones100]

Mic drop!

[@innarlife]

what does this mean?

[@sawaladarso5899]

Camille Sergeant i think the world get involved interested by what he work doing, and then the client sell what you do meaning you get result my work and then start you business.

[@matthewpartridge6700]

@@innarlife When he goes into a business deal, he isn't constrained by what HE can do; he will pull in other resources to do whatever is necessary to get a solution. He alluded to this when he spoke about the $3M web site - he can get data analytics people, three different web design teams etc. He doesn't think of himself as just a designer - he's a businessman that can manage a complete project solution, design is just one part of it.

[@NikoHermogenes]

i’m finding all these lectures on youtube and it’s like youtube has become my school, i’m so grateful for the information on this platform

[@EstablishedHeritage]

Yeap. KZbin University.

[@ausqfx3765]

How much you charge for a logo? Me: uhh... i dont know... like $20? Teacher: alright so $1500 LOL

[@fxded.x8019]

same i was like 15$

[@parito5523]

Hi, may I ask you how much you do a month by charging 20 $ a logo or how many client do you get per month ? Of course, if you think it's too confidential for you, you don't have to answer but I'm pretty interested. Thank you :)

[@parito5523]

@@fxded.x8019 can I ask you the same question as for Ausqfx?

[@corinneroe9867]

Then that one person threw out $20,000 LMAO

[@xpez9694]

@@corinneroe9867 fiver! lol

[@koriecull]

I recently spoke with Chris on Linkedin for advice and he simply said, "Make some noise." Now I have a youtube channel and my productivity levels are through the roof. Thank you and see you in a few years time...

[@thefutur]

Good luck!!!

[@koriecull]

The Futur Thank You!

[@passion4pes228]

@@koriecull love it!

[@RHOWDYRED]

During my BA for transportation design, our class was made to attend a short class that was supposed to be focused on marketing and understanding branding... It hurts me and the others to think that that class realistically cost about $2k. We learned nothing, despite being focused on the topic and it frustratingly distracted from important exams at the end of the semester. I sat up one night and came across this video. My mind was blown to have Chris explain in less than an hour how to approach this massively important but sometimes difficult concept of valuing our work for clients. Here i am 2 years later getting ready to start off on my own design career, and im coming back to relearn from this video. Thanks so much for this, and the many other videos on your channels!

[@chloepatt1661]

I used to do photography as my main job and used to charge so very little because I needed every penny. I was always charging based on what I thought the client could afford and giving them a number that wouldn’t shock them. Now I do photography on the side of my main office job - and having that income security gives me the luxury to be picky about which creative projects I take on. We typically would sit down and discuss what they needed & expected. Then based on that I’d give them a price that I wanted for that job. On some occasions my price exceeded the client’s budget and I respected that, I said I was happy to refer them to someone else, or for them to find an alternative who could meet their budget. I was very calm and nonchalant because I wasn’t desperate about the extra income, I was able to pay my bills with or without them. That allowed me to have that mentality. On majority of occasions the client came back with a new budget to hire me. It was before I found Chris’ Futur channel. I didn’t understand how or why it happened before, I wasn’t doing it as a strategy I just said what I felt. It’s so interesting to hear Chris breaking it down as a pricing/sales strategy.

[@get8bit]

This is the #1 design channel! I've been designing for six years now and I think I've made every business mistake under the sun. I took business classes, but there wasn't one class on the DESIGN business at my school. If only I'd had these videos back then I'd have saved myself so many headaches, and I'd be so far ahead of the game! Better late than never I guess! Thanks so much for making these.

[@thefutur]

Devin Holmes I have a lot of questions for you Devin. Can you message me on FB? This is Chris btw.

[@get8bit]

Hi Chris, I don't have a FB, but I sent a LinkedIn invite.

[@thefutur]

accepted.

[@wildfireflower]

Now, you can create your own coursework and create a new online business program & academy with any of these learning management programs that you can utilize to build your courses. Then you can coach a small group of students who needs that help and you can provide them with your course for about $350 but... If they also want you to coach them through this process, let's say that you had created 12 modules for the 12 steps to become successful in making your business in graphic design. You can easily charge $3500 for your 12 week business program. Easy

[@ichtus101]

I've been a freelancer for 10 years and had to (and still am) learn all these lessons the hard way. Listen to this guy! Charge on the value you represent to your client and not on the number of hours you need. Learn how to negotiate plus analyse the details and needs of their business.

[@MsLopez-fj3fh]

How's the Life of a Freelancer? I'm new to it and looking to pursue it as a full time income from home as I am a single mother...

[@jonathanperucho8862]

I can't believe this video was free?!

[@thefutur]

Jonathan Perucho give knowledge freely and you will live richly.

[@jonathanperucho8862]

I have every intention and WILL be purchasing the Core Kit because I just have to repay you for the value you're giving me. Just need to save up a bit more!

[@thefutur]

Jonathan Perucho thanks man. We have more kits and products coming out. Different price points as well. Plus we will be trying out a new one for one program.

[@jonathanperucho8862]

Looking forward to the updates! Thank you always!

[@buzz_is_here]

I agree with Jonathan. Amazing value, will have to get the products once this gets money in the bank.

[@jasonthesnow]

I have taken 20 credits in business classes and literally none of them have taught me this so thank you

[@thefutur]

Thank you

[@javierjaime9386]

Drop out

[@xax8125]

Not even a graphic designer but still watched this and learnt a lot lmao!

[@VinayJacob]

same here....

[@YamilSG]

Same here ... engineer, and works exactly the aame

[@salatkiel]

It's like 4:30AM and I basically took a course on business just now wtf omg.

[@thefutur]

Haha

[@gabrielmendieta4875]

its 3:51am and the same wtf

[@omagic1391]

Same lol

[@amencrusher]

4.04...

[@n30nplay56]

Its 3:05am for me 😂 and I've already gained more knowledge than collage

[@ClemensAlive]

Came here to procastinate, when I should have done a Social Media Strategy for a potential customer... Left with some good inspiration. Totally worth it :D Wish me luck with the pitch.

[@thefutur]

Worth it

[@ClemensAlive]

@@thefutur the pitch worked out fine. We now have a 15k monthly contract. *-*

[@eidonium5334]

@@ClemensAlive very nice!

[@facelesspodcaster5594]

@@ClemensAlive this is great how many clients do you have now?

[@rutviktopkhanewale8335]

Luck

[@wendycervera1637]

Been designing for 26 years now. Luckily I had lots of great business mentors over my years and learned how to be a designer who thinks in terms of business. It is a necessary skill to have in order to set yourself apart from all of the 20 year old Fiverr designers out there doing logos for $10. I also wanted to add that I often tell clients that the process of working with me will be so smooth, easy and enjoyable that I guarantee they will be delighted with the process itself. I cannot tell you how many clients I get who have had horrid experiences with other designers. Making their life easy is also a HUGE part of becoming their go-to designer over and over and over again. So don't just sell a logo, sell the ease with which projects with you unfold.

[@unamistone1906]

My goal is 1.5 milion. And i dont want to get paid in cash should i work for a unicorn corp. I dont even sell my art anything or patent. My art is like stocks to me.. i also deleted all my insta where art is viewed. Only kept 3 designs. Almost all artist got the wrong idea about art.. its not about small money. Its about goal and showing something new and rare. But hey im thankful bc like you said they didnt figure it out yet.. otherwise the art market would depreciate. Thanks fivir and instagram .

[@FnD4212]

@@unamistone1906 You talking delirious... I don't understand what message you try to deliver here.

[@zeromathematics]

100% agree. Mutual enjoyment of the process is so important. It's sort of like being an Uber driver because every client wants a certain kind of ride... chatty, quiet, informative, etc... Paying attention to every client's subtle indications of what they really want and how they want to get it helps a lot. Sometimes it's a good idea to ask them...How would you prefer we do this?

[@realpromotebiz3138]

Fiver help my business spent only $3k smooth easy and enjoyable!

[@newanimation7867]

how can i get clients on fiverr

[@tylerrogers2033]

I've watched this about 15 times... (or listened in the background while I am working) and continually get inspired to know my worth...I've got over 18 years of experience and still feel like I am constantly "giving deals" to everyone.

[@Mcaden101]

I watched this 3 years ago but didn't understand it, but after I worked in a studio for a while does charging now makes sense. I see my art director argue with the client all the time when they ask about why is it so expensive, and my AD always winsss just like Chris here. This is seriously content not meant to be for public eyes cause I think this is a superpower lol

[@thefutur]

Thanks

[@xcidia8226]

I'm just a recent graduate in I.T and this really was an eye opener for me, this is what schools should have taught there students. "HOW TO VALUE YOURSELF"

[@sangeetagupta1559]

Xcidia n

[@ngocishere]

Took an engineer class (not engineer major), and professor said that the #1 thing that engineers/designers lack out of college is business sense/understanding. This is such a great video in explaining the value of creativity. Thanks for the great lecture!!!

[@thefutur]

Thank you

[@DrunkenUFOPilot]

I majored in Physics. We come out of of college with even less business sense than engineers!

[@aksa706]

You just exposed the whole brand design industry. Like in a good way.

[@TrackSol]

Excellent lecture. I'm a recently retired military member finishing up my last few classes of my BA degree and everything you said made complete sense, especially about the need for creatives to learn and understand business language to extrapolate the client's value of the job.

[@fernandoballadares8082]

“Did I say that?” - truly an great example of the power of suggestion applied to a sale’s pitch

[@tsunamisantista6683]

the time you realize speech is everything in sales. he just nailed it

[@alexsalazar5871]

I work as a diesel mechanic and have lots of side jobs. This really helped me understand my value and how to charge my clients fairly and honestly.

[@GabieRetana]

I found this channel about two days ago, safe to say it has freaking changed my life. Thank you so much.

[@thefutur]

Thanks for sharing! Keep digging. Let's see how far we go together.

[@Robertoell777]

holy shit me too

[@Robertoell777]

and I ain''t even designer.

[@vee3d]

8 Month later, how did it go? Did you just said i am 20k woth and you will pay this or i dont work for you? Are you homeless now? ;)

[@Cearts]

Gabie Moret same. The info here has given me a whole new way of thinking and approaching this situation

[@lenicelacourdia]

I understand what he is saying. If you are confident in your work you don't have to discuss how many hours one outs in a project. Plus an underdog will only tell someone how much they put in because they feel as if they will make more money and literally they can be done in 10 minutes and charge up to build their clientele versus someone who is known and very branded and get your branding visibility out there. One will be building his or her reputation and the other will make you quickly visible because of they are already established and known. Some times quick isn't always good.

[@johnathanjonker4386]

If only all teachers had enthusiasm like this during class...

[@ethandenton3393]

It's because the results aren't dependent on thier skills.

[@mpulsegmbh5260]

Johnathan Bruh ...and in my humble opinion: you need to find new teachers :)

[@adrienneanderson-smith2257]

Mine did! Very dedicated staff at the Art Institute & Bellevue College

[@cleverrsites]

I understand Chris' frustration when he asks questions to the audience because he's trying to shift their perspective for a moment. It's hard to get someone else in the right mindset to have these conversations. Thanks for helping us Chris!

[@warronfrench8163]

This is powerful and inspirational! It makes me want to start my own business, get my logo, create dress shirts to back my brand, along with business cards, web pages, KZbin videos, powerpoint slide overlays, etc.. etc... Great stuff!

[@sthembisomthembu395]

Lets do it

[@noma3795]

Time is never in the budget, but we want it quick. Good perspective on pricing creativity. It is priceless.

[@MattAbraxas]

Easily the most asked question for any creative business and it almost always gets the same answer: "it depends" This was remarkably helpful

[@prestigious5s23]

Although he's talking about Logo's, this really can be applied to anything. What a fantastic speaker!

[@klerishB]

Now that's what we call a lecture..! Subbed immediately after watching this..hope to get to see more video like this!

[@thefutur]

Thanks! Welcome to the channel.

[@brittanymaatthompson8162]

Same here. 1st Video too. He hit the nail on the head. #100

[@RxOxPx]

Subbed while watching. I can tell I'm about to love this channel.

[@DarkmasK1991]

Yup... exactly what i did... man you are good and you earned my sub and respect... Looking forward to more from you.

[@josephKEOarthur]

yeah hell ya i subbed. @@thefutur

[@iemakka]

"You sell what you can do, I sell what the world can do." Powerful stuff man.

[@mohammada9418]

What that mean?

[@JWolff-md3ij]

After watching this I realized how many were further along than myself. There should be a newbie lecture like this, you know for people that want to do business with bigger firms that aren't big themselves with lawyers? I almost failed English in HS due to allot of really bad teachers through the years who really didn't care if you learned. My senior English teacher wasn't letting anyone through that didn't know enough. I came to her when I knew I didn't have a GPA that would quite make it and she offered me a test grade of whatever scene I drew from the book I was assigned. On the day I brought in the poster-sized illustration which I worked extra hard on and researched the passages of text to illustrate every descriptive word from the book to image, she stared me straight in the eye and asked, "Do you think this deserves an A?" I hesitated and back-peddled, I contemplated out-loud if it was good enough and worthy enough. Finally I answered "yes" as if I were asking a question and I almost failed out that day were it not for her grace. It was not the poster that was worth the test grade. It was the question she asked. If you can't believe what you do no matter how hard you work is worth it, you are voting more that you fail than succeed. Apparently, my teacher was much more than an English teacher. Thank you Mrs. Archambault

[@baronvision5938]

Just discovered this guy. Incredible valuable content. Started implementing lots of his advice in my daily client meetings. One of those people who provide value instead of blowing lots of whistles and bells to sell their courses. Grateful for this content.

[@thefutur]

Welcome to the Futur

[@jamesrodriguez2808]

Do you need a logo

[@MrLense]

I'm not even a designer and here I am learning about the economics of it

[@VinayJacob]

same here

[@knight32d]

God, you are a life saver! Has been waiting eons for someone to teach me the most sensible approach to charging clients. Respect! Thank you.

[@thefutur]

Glad to help

[@Missmvmaria]

This information comes exactly at the right time for me. I work as a freelancer, i produce videos and social media content but also sponsored articles and I often collaborate with other people to help them build their brand.

[@illsaneful]

Man... this aged so well. I never came across this until now. You'lve pretty much been teaching similar concepts across all your content, but it never gets old and is always relevant. Thanks!

[@jason_v12345]

The student completely misinterpreted Chris's point. His point is that you price your work according to its value to the customer, not according to its cost to you.

[@thefutur]

yes.

@@thefutur haha he couldnt process it. rigid thinking.

[@RomboutVersluijs]

Still wonder why a company which makes a lot of money should pay more than the little flower shop around the corner. For both the logo has value, for both its face of the company. Than why should a big company pay more if the work takes same amount of time? I find that BS

[@gravityhypernova]

​@@RomboutVersluijs For both, the actual execution of the logo form may take a similar amount of time. But you'd hope that the bigger company has had more research, thought, and nuance put into its conception. After all, they have more direct financial risk riding on it, don't they? Not just in printing business cards for employees, stationary, rolling out signage and documents to stores... but in public and customer perception if they find out there is a reason to change it.

[@RomboutVersluijs]

@@gravityhypernova I still find all of that thinking methodology kind of BS. You know the nike swoosh righ... I believe designed for $35 by a student. Of course i can understand that for some companies the process could and should take longer. I also understand they sort calculate time in for all the iterations. With big companies come lots of people involved, the more people the harder it is the find the correct/right tone. Each person as a different look, this makes the process much harder and longer. Im not so sure about the financial risk on their logo though, what the thought behind that actually? PS a small company can have also have big research involved, but what sets it apart is if its a new or existing company. WIth a new company you have more of a fresh start, where as with a restyling you should research why they want it different or changed. Why did the older logo perhaps didnt workout. Not sure what all the renewal stuff has to do with the pricing of a logo, that has nothing to do with pricing your logo.

[@mr559]

My last graphic design class before graduation was about business. All we did was transcribe text and implement our own design. A whole semester wasted on a teacher who gave instruction to reword text, made us work and contributed to nothing, while getting paid to give a 5 minute speech and wasted our hour night class away. Thanks to the Futur, I realize those are the people you don't want to work with. Chris knows how to lead and that's golden.

[@thefutur]

thanks!

[@jinahlee1078]

5:28 "You price the client, not the logo." - I love that!

[@larryphotography]

But is that fair? I've often wondered about that. Is it fair to charge a bigger client more money just because he's bigger/got a bigger budget? How do you justify it? BBC broadcasting spent millions on updating their existing logo by some super minor changes. You have to wonder whether they could not have done it cheaper by just hiring a talented designer for $5000, which would still be a lot for rounding some edges and whatever minor changes were done

[@jinahlee1078]

Hi Larry, I thought the same (is it reallt fair?) BEFORE watching the video. But listening to Chris on pricing based on size of the risk the business has to bear, it makes sense to me now. Hope watching the full episode again, not necessarily convince you the same way, but at least open up a room for you to consider why others would think so?

[@ZupaTr00pa]

@@larryphotography I definitely think it's fair. A company printing £1million worth of branded content who makes £2million straight from that right now is more likely to have £20k to spend on making the brand connect more with customers and potentially see an increase in sales of 1-5%. That would at the very least see them break even or see up to an extra 100K in revenue. Somebody spending £100k on the same thing is much less likely to spend £20k on a rebrand so the brand itself is simply not worth as much to them at this point in time - you will need to charge less. You could obviously hire Joe Shmoe after a friend said he knows how to use illustrator and he could do a great job. You roll the dice and he does a great job first time with no problems. Amazing. You've saved so much money. Though what is more likely - from a business point of view - is that Joe Shmoe, while talented in how to use illustrator, has no idea how to communicate with you, can't deal with your issues through the process, didn't specify exactly what you were going to get... There's just so much that could potentially go wrong and you need this job done by the end of the month. Maybe a big company would be willing to hire 10 inexperienced designers and choose 1 of those results and they MIGHT get something like what they want but I think they would much rather have the confidence of 1 established and proven company who they can show their investors, directors etc. and be assured that the job they want done will be done well, in the time frame they need and have the numbers to back it all up. I can understand why people would think that it's 'just a logo' but I don't think those people appreciate the importance of brand. Big business knows the importance of that logo. Equally though this is not the only way you can do it. You can charge a flat rate that pays your bills and lets you do what you need to do and if that makes you happy and you just love the process and working on that then that's awesome and you do you. The money 'lost' means nothing to you but I'm sure a company that needs that money to pay employees, bills etc. is going to want to do their best to get the most out of their business. Just my thoughts.

[@larryphotography]

@@ZupaTr00pa thank you for your reply, I think that you touched on many valid points. My question is also, is it fair that if it's a small company you charge less and a big company more, assuming the same amount of work needs to be done and that you always are reliable and work well and don't deliberately do small jobs badly (which I'm sure would put you out of business pretty quickly)

[@ZupaTr00pa]

@@larryphotography I think it's an interesting discussion for sure. In the broadest most surface level you would probably consider the difference to be unfair and I think if you as an individual are uneasy with that feeling then this pricing method is not for you and you should think of something else. I think this is one of the reasons Chris says to try and get the client to tell you what the value to them is going to be by asking the right questions. One of the really interesting things Chris said here was that the people who are good at what they do would get punished because they were faster at doing the job if they work based on an hourly rate or something similar and because most people immediately jump to 'this is how long it's going to take and this is my rate'. Clients understand the money and the numbers - that's their language - but what you've done is played your cards blind. Maybe they had a budget of 50k to spend and you've said you can get the work done for 10k. Of course they're going to take that deal and you'd be none the wiser to the other 40k. If you ask the questions so that the client determines the value of what a new brand could be, then they've already justified the purchase to themself through the use of numbers and money - the language they speak. I can see why it may seem a little 'snake oil salesman' but ultimately there's a reason the client comes to you - they can't do it themselves. They don't have the creative staff or the time to do it. But they need to have confidence in you to be able to perform and if you talk to them in terms of real business impact I think that's where the confidence comes from.

[@joazinhocagao]

This guy is not only a designer. Is a business savvy

[@foxiiroxii4925]

i was browsing for interior design but somehow i ended up here and watched the full video. There is so much great information that can actually be related to many fields. Thank you!

[@thefutur]

Thank you.

[@manuelgallardo7694]

The price of a logo depends on the client, if its a local one store taco shop probably just $500 but if its a taco shop with 5 or more stores probably $3K to $5K. If u are designing a logo for a product that will be sold all over USA maybe from $10k and up. U see kids its all about the level of the business u are designing for. U can't charge $10K to a small plumbing company of 3 employees. Find out the level of the client and how much money they make to figure out your price!

[@thefutur]

That’s pricing the client. Perfect.

[@aviralverma6907]

That's what I was wondering while watching the video. Perfect comment!

[@luluinthehouse888]

@msec Ses But the value you're giving depends on the scale of the client's business.

[@kickcloudstv]

@msec Ses The value you're giving isn't minimal. You are giving the clients security. They want to feel secure with every aspect of their company, logos included. Not to mention they are talking about whole re-branding's and brand strategies, etc. If the company feels insecure about any of it or has to re-call a logo at some point it is costly $$. Business is a very mental thing. And if anything rather than taking advantage you are doing a service to these smaller companies by drastically reducing your prices, plain and simple. Something not mentioned in this video but that is also important is that you have to be competent. He is confident because he is competent. He is going to do his job well whether it is a small company or a large one and he knows that. That is one place where he draws that confidence from to be able to charge on a gradient scale. A lot of the designers confused in this seminar were probably not as confident in their own work so it was harder to process. Or they were still coming from a 'worker's mentality. "value you're giving (which is always minimal)." This sounds more like projecting, and/or coming from a non-business point of view. Hours spent is not the only thing that denotes worth. Even though most 'jobs' will tell you this. The $/hr model is flawed and starts unraveling quickly in the realm of artistic creation; music, art, branding, etc; and business as well. The value he is giving the company is his self, his work ethic and his word. And I doubt they would be minimal.

[@nicolejsaunders]

See that does make perfect sense but is it ethical? I don’t want to pay $100 for a gallon of milk at my local grocery store just because my income is higher while my neighbor pays $3.50. That’s what I’m not understanding. How do you justify the price differences when you’re getting business by word of mouth and the clients are two different income brackets?

[@pero9254]

Wow. Straight to the point! I feel obligated to pay for watching this video because I learned so much! This guy is very sharp. I’m impressed!

[@thefutur]

you can pay us when you make 2x more money.

[@CarlosMota]

Nice job Chris! The key of this video is the minute 20:27: "It doesn't matter because the first day I started, I wanted to charge these rates anyways."

[@KeleDiabateRoadToTokyo]

"You guys, sell what you can do. I sell what the world can do." HOLY CRAP !

[@AnDreisSh0W]

so profound words, always the best things are said at final

[@lauerbachdesign1060]

@Mohammad Almtab I think it means if he can't do it alone, he'll charge 3million and contract others to do it ;)

[@obed.raimundo]

That's the EXACT reaction I just had when I heard that.

[@Dameionaruto]

Thus I shall be the 300th like

[@The_Villi]

What a line!

[@prettypictureful]

I’m a photographer and this information is so valuable! Thank you for putting this type of content out there.

[@thefutur]

You’re very welcome

[@benjaminbegin]

photographer too, learn so much

[@Shootbywill]

Yep me too.. I think we all should know a little about everything specially business. Thats what make difference between the teacher and the student.

[@hught323]

Photographer as well, this was great!

[@RemylaBrewery]

I always love it when Chris roleplays, His answers are so wise.

[@ICantMakeEveryoneHappy]

i’m watching you’re video right now and i i always like to say, that whenever somebody ask you how many hour you work! Its not about the time you spend doing the logo because you could spend the whole day doing just one logo but the knowledge and experience you have to understand the value of the client to give the same value for your work !!

[@safetsafet7053]

This helped me to get my mind straight of how to price the services that my business offers. Just the mindset.... you can use it from negotiating salary to pricing business services. I'm blown away of how good this is! Тhank you!

[@age_of_reason]

"I sell what the world can do." That closing statement was everything.

[@theodorarolip5862]

I'm a "client", a non-designer and this opened my eyes! I am looking to ask for a proposal with the same question wondering why do designers charge different price. Now I can decide better ☺️ thank youu!

[@cyphertoons]

The sad truth, I'm into Motion Graphics and Animation in case you need me, I'm ready

[@luisa.espinoza48]

Came here because youtube put the video in the queue after watching a couple of videos about design, left in pc while i was doing some stuff (kind of like listening a podcast) and it blew my mind from the other corner of the house. "Clients don't choose the best option" im living that situation right now, and now i understand everything. Immediately subscribed.

[@_sourgrapes_]

Giving me confidence in my workplace and in my life, these talks are getting so deep.

[@thefutur]

Yes. Check out the Final Chapter as I attempt to wrap up what could be a much deeper conversation.

[@emgonzale]

Thank you for throwing out numbers! I hate hearing "it depends." I'm new to the business world, so I have very little reference for how much money companies even HAVE. I was charging waaaay to little for my time. I was thinking I had to design faster to compensate. I thought I was just not a good enough designer.

[@wildfireflower]

Omg! I am a spiritual business coach and I am currently working on a project that I am working for Empath Introverts. So I got a business coach who is also a great speaker and she's been teaching us in the Spiritpreneur Warrior Business program and one topic of discussion that we've had deeply, is how do we know what to charge? And how do we break it up? It seriously does depend on upon your niche market and who you want to be working with as customers and who are these people? What are their needs? Strengths? Goals and objectives? What do they FEAR the most? And where do they feel least confident? Now.. If you have your unique style and presence in your business worldview and your own business branding, coupled with your core values and your manifesto.. You can charge a very decent chunk for your specific niche market specialty. That client will be so attracted to your work that they will be more than happy to provide you with full payment. Especially if you're walking them through the process of designing and building. You're sort of coaching them through the process of designing each element and creating something that is unique and stands out. My areas are Empowerment for Empath Introverts such as I, the spiritual Entrepreneurship, spiritual marketing, Transformational Leadership coaching, etc So.. I would pay $4000 for my entire branding to be created but only by the designer who works for and with spiritual Entrepreneur's, lifestyle and well-being bloggers, Inspirational KZbinrs,... It's all about the self worth, the story used for the marketing and the message that the coach, entrepreneur, or creative, happens to be engaged in. You always want to Niche down as far as you can. The more specific you you are within your areas of expertise, the more successful you will be finding your business in. It's a mindset

[@grafiscopiochile9198]

I seriously can't believe there are designers who keep charging by the hour. What we (are supposed to) sell is value, so much so the price becomes irrelevant. A client (or any of us) will find anything expensive if the price is higher than the value. So don't focus on costs, effort, time or the art you're producing: sell your designs in terms of how good they solve a business or human problem, or need. By the way, this was a very instructive video. Only thing missing was intellectual rights / copyright which is key in pricing graphic design (logos included). What we're trading is not the art but the usage.

[@thefutur]

some designers have been successful licensing their work to clients. so if you are, kudos to you.

[@RomboutVersluijs]

ANd how would you value a logo to a startup or a very small business, there come the issues of calculating a proper pricing. You cant value a log for a new company. How can you value a logo for a big company? Pricing logos is very hard i think, there can be so many steps which make the time 5-10 times longer.

[@ryankatz9616]

Thank you for making me feel sane by thinking "if I can't design it, I can hire someone else to at their rate and still make a good profit, because I'm an entrepreneur." I thought I was insane for thinking that until you just said it. Thank you. How do I start to market my web and graphic design firm?

[@mcvgs1780]

Totally applying this to my life! I price my work way too low and clients still haggle. Thank you

[@Ciniqs]

*Woman charges $20k for a logo* *Me selling logos for £5* : uhhhh...

[@thefutur]

Change. It’s up to you.

[@librachik1991]

Same🤦🏻‍♀️

[@kr1sh_gupta]

I'm selling for $1 and $2 😭

[@COPTS08]

Take some pride. Add some Zero's my artist friend!

[@pjguitar15]

@@thefutur Especially those clients who doesn't have any idea about logo pricing and just bring up prices they think it should be.

[@katyai.2369]

When you said “you guys understand that?” I nodded my head like I was there 😂 oh my I’d love to be there eh

[@thefutur]

haha. next one you should come.

[@alexlneto]

I see this video every month or two. A true inspiration, I love the way, Chris includes the audience and their answers to make his point. One of the best videos of the futur by far 🚀

[@thefutur]

Thank you Alex

[@FMBeginner]

Hi Chris, I am not even in the design industry (I make custom software for business), but I just want to show my appreciation to how much your videos has been providing great value in how to run my business. A big thank you to you! Sunny

[@thefutur]

MojoCore sweet! Even more meaningful coming from someone outside our industry.

[@CarlosArthur]

this is the single best video i've ever watched in my life, no joke

[@thefutur]

Wow!!! thanks Carlos. Now what to do for the sequel? : )

[@CarlosArthur]

i'm literally watching all the videos hahaha, i've just registered for a Udacity Nanodegree program, but for sure when i finish it i will get Futur program, ( just watched a few samples ), thank you soo much for all the info, that is amazing

[@tirthpatel1562]

thank you so much! my college doesn't go in depth with the business side of designing. This has started to help me a lot

[@hazimzufar3023]

@ yeah but what the purpose of learning design course? To master at sketching and then work as the bartender?

[@CandiceSharingOpportunity]

That was the key component to everything in this video, “You guys sell what you can do, I sell what the world can do!” Wow impressive I think that just change my game, confidence and ready set go. I can guarantee that. ❤thanks crazy how hearing something a certain way can change everything ❤❤❤

[@thefutur]

Boom!

[@ianhugel]

Not a designer but I watched the whole thing

[@erickveins9370]

same

[@wildfireflower]

Yeah... It applies to to everyone and everything. We all have talents, skills, gifts that people want! We don't have to work one on one any more. We can teach or coach an entire group of people for an 8 week program at about $2500 each.. Same with someone who needs a website built for their own personal life purpose coaching program and blogging biz and the designer understands the need for this assignment to reflect on what we see with soulful and heart centered style businesses that are unique and have a creative presence to them. So, because of this, the design will need to be very customized and specific to the Spiritual Entrepreneur

[@AestheticNightmare001]

Same

[@gonewiththekale]

This was seriously fantastic. Thank you KZbin for letting me find your channel, cannot wait to explore more here, cheers!

[@thefutur]

welcome.

[@dsgnetudo]

I love the video, and want to add something to the discussion about hours. I once read that someone made a logo in 5 minutes, a croqui, and the client said "Are you charging me X dollars for 5 minutes a job?" The designer so answered "nope, I have a 5 years degree in design, and x years of experience, also I invest x dollars on my education, and buying art suppliers, fast computers, etc. So because of all this I was able to come up if a logo in 5 minutes" :) I love how you said the buz ppl value time, and because you can make a really great thing in 5 minutes, for e.g. so they should you pay more, because you are saving their time :)

[@firstnamelastname5540]

I’m not even planing on become a graphic designer and I learned a lot and kept me interested in the video, That’s the power of enthusiasm 💯

[@myhandlehasbeenmishandled]

Great lesson. My problem was always lack of confidence and how to properly communicate why I charge what I charge.

[@heidifroberg52]

absolutely amazing advice! As a copywriter the same applies in my industry, it has been one of the biggest hurdles as a creative. Thank you

[@thefutur]

You're very welcome

[@CinematographyDatabase]

Oh my. I'm going to use this as I'm working with sponsors now more and more.

[@thefutur]

Cinematography Database lol. Whatcha mean Matt?

[@CinematographyDatabase]

You are an agency for brands. In a way my company is an agency for cinematography brands. But I don't have experience running the business end of that, I was on the execution end. So this is very helpful to me, as I'm the one pitching brand deals now.

[@thefutur]

Cinematography Database I get it now.

[@Ingyar]

Matt Workman was here. :)

[@realhashbrown]

Even as a regular private corporation employee, this conversation brings so much value. I have an immense amount of experience in my industry, moved to a new state across the country, applied for my industry in the new state asking for my old rate. Private corporations look at me like I'm crazy. I value my skills, expertise, and quality of work more than they value it.

[@baybay1234]

This series literally opened up my mind. It makes so much sense. Thanks for the great content.

[@thefutur]

baybay1234 we got one more in this series. You should come to our next event.

[@baybay1234]

The Futur I'd love to in the future. Do these sessions take place in your hq?

[@thefutur]

baybay1234 yes they do. Easier for us to film.

[@SimoBenziane]

not literally

[@VirtuaMe]

Nike paid a student designer $35 for the swoosh logo in 1971.

[@hellothango]

that is so sad

[@tashingadekune9141]

Then they offered her a position there and she worked there for a while

[@Graystripe02]

Pretty sure she later got some shares of the company, and seeing as said company was Nike, it worked out pretty well in the end.

[@sasyscarborough]

Davidson would work for Nike for several more years until the company needed the help of major advertising agencies. Knight recognized he'd gotten a "pretty good bargain" and her contributions did not go unnoticed. In 1983, Davidson says she was invited to a surprise reception by Nike where the company served her chocolate swooshes and gifted her Nike stock and a gold swoosh ring. She has reportedly never sold any of that original stock. Nearly 50 years later, the design is unchanged, having adorned countless celebrities and athletes. The company remains one of the world's most valuable brands - a brand Davidson's work helped build. It's a role to which Davidson gives little weight. "When I see my design in everyday life today," she explained in one interview, "it's a little surreal and strange. While I'm proud of what I did, in some way I see it as just another design. It was Phil and the employees at Nike that turned the business into what it was. If they didn't have the savvy, it would have been just another drawing."

[@nicholask8217]

@@kathrinschmidt-ks-wohndesi584 how is that a scandal? The student designer got paid what they were after. $35 Each person chooses their own wages in life.

[@shealee3198]

13:30 holy crap it makes complete sense. I just saved the client time therefore that saved time is what I'm worth.

[@kaylasanders7072]

Shea Lee Yessss