I’m trying out a new feature: The Question of The Week. I’m going to post a short little audio clip (using audioboo) asking you a question. Feel free to chime in and let me know what you think! I’d love to get a discussion going on in the comments!
This weeks question:
Does the market determine the value of graphic design, or do we as designers determine the value of our skills and services?
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Jim says:
I think the market in general determines the “value” of a design. As far as the value of design in general, I think we contribute to what determines the value of design, along with a host of other things like clients, the competition, etc.
April 22nd, 2009 at 5:54 am
franceinshirts says:
Yes – sure the market at the end determine the value of a design…
But the branding itself contribute a lot to it !
It is not enough to have something rare for valuing it…it has to have a reason or purpose for which the value is worth…
April 22nd, 2009 at 6:49 am
Aaron Irizarry says:
I think that the Market determines “their” value on design, but I am sure that there are times when we feel that our designs didn’t get the value they deserve, so I think we need to value our design.
If we don’t value our design then no one else will, at least not at the level we want.
If we take steps to value our own designs, and educate the clients as to why we value them (trends, reasons for concepts, communication) then we can influence the value that those who are not “designers” attribute to designs.
@niki – love the question concept… great idea, way to keep things fresh
April 22nd, 2009 at 7:18 am
Prescott Perez-Fox says:
Like Aaron says, we need to fight for our own value. The market would otherwise put the value at ZERO. They’d say “heck, we can do this ourselves” or think that it’s an unnecessary expense.
In spite of the success of design-driven companies in recent year (Target, Starbucks, Apple, Whole Foods, etc.), design is still viewed as a secondary business service. Also, since there is always competition from someone lower on the economic design food chain, whether it be a student, a designer in a foreign country, or your neighbor’s nephew, we have to be vigilant about pricing and reinforcing the value of design.
April 22nd, 2009 at 8:41 am
curtismchale says:
Something I have heard quoted often is “the right price is the price someone is willing to pay.” As a designer I set my pricing but if I can’t find anyone to pay that price it really doesn’t matter what it is or how good I am. So my market would determine my pricing. I would have to reduce it till I got someone to pay the price (or maybe increase it just depends).
We each know what our time is worth but if no one will pay you that it really doesn’t matter.
April 22nd, 2009 at 9:11 am
Ben Ackles says:
The designer can determine their own value, but inevitably the market will judge the value of their craft. As a general rule any qualitative product/service is both set by the creator and judged by the end user. Even if the creator sets the (monetary) value, the market (end user) is ultimately the judge of (effectiveness) value. The key player exempt from the market transaction is the client/business. The client pays the bill, but has very little say in what the value should be.
As a developer and entrepreneur I believe business people generally undervalue the impact of effective design.
April 22nd, 2009 at 9:56 am
Benjamin Reid says:
I think the economy affects every area of business, even the graphic design industry. I think it also varies between freelance people and big agencies. Larger agencies I suppose are affected by the market, where as the freelances are trying to undercut the agencies, so in effect, the freelancers are indirectly affected by the economy.
In fact, I’ve started to increase my prices as a freelancer even during this recession and people still seem to think they’re getting a good deal, maybe I should charge more.
April 22nd, 2009 at 10:31 am
Stacy Schilling says:
Unfortunately, for the past several years the market has been determining the value of graphic design, and the value of our services is deemed very low.
As designers, WE need to bring up the value of our design services if we want to get paid what WE are worth. WE need to dictate what our worth is and need to STOP letting the market control how much we are worth.
WE are the design experts – NOT the market!
It is our responsibility to stop being a pushover. Non-designers have no idea what is actually involved with creating a design project.
If we don’t show the market what we’re worth as a designer, then why keep designing?
April 22nd, 2009 at 11:45 am
Antonea Nabors says:
Great question Niki.
I think its a little bit of both. Larger companies tend to price their design work higher than a single freelance designer and I don’t think that is fair. Quality work is quality work and should be valued the same. It sucks that some potential clients find larger design companies ’safer and more professional’ than a single freelancer, therefore they feel more comfortable giving their money to a company opposed to one single freelance designer.
At the end of the day, the market really is the base of all value because there are so many different options available to clients today. If they have a website quoted at $13,000 and don’t fancy that price, they can easily hop on Google and find someone to make a quality website for them for 1/2 the price.
It is important for us as designers to stay true to our worth and know that it is OK to say ‘No’ to someone who thinks your prices are too high. Know your worth and stand by it. We can’t let the market undervalue our true talents and capabilities.
April 22nd, 2009 at 6:11 pm
Steph Adamo says:
The market definitely determines our value, especially right now when nobody wants to pay for anything. I can see that when someone asks me for a price quote, and then upon seeing it goes “um, nevermind!”
April 23rd, 2009 at 1:06 pm
Jim says:
I always know when a client is a disaster waiting to happen when the first question they ask is my rate. From that point forward, you’re just trying to defend yourself, rather than telling the client the value you’re going to provide.
April 24th, 2009 at 9:48 pm
Mike says:
Market determines price in any situation that involves money changing hands. To put what others have said in a slightly different way, designers are part of the market.
Having been a co-owner of a small design firm, having lived with the ups and downs, and having dealt with well-capitalized clients, as well as clients who are working single parents, I am aware of the stratification of the marketplace.
I think one of the important ways to increase perceived value of design services is to keep raising prices as experience and portfolio grow. This is healthy for the industry.
Not every designer can successfully land the big, corporate clients. Not every designer benefits from serving the needs of sole proprietors and other tiny businesses. But these tiny businesses need good design too. They just don’t have the same budget as a bigger company.
April 25th, 2009 at 6:55 am
Daan says:
I think, the market creates a base value of our services, but in the end we determine our value ourselves, working off this base value.
Because there are lots of stuff influencing a price, including personal and general needs, I don’t think the market alone can determine the price.
May 1st, 2009 at 6:26 am