Ted DeCagna is a Graphic Designer in New Jersey with 41 design awards. Thirty-one of those awards are for his logo design work, including custom hand lettering. After 37 years running my own design studio, I have developed a very effective pricing strategy to calculate a fair and accurate proposal for clients—one that usually leaves both parties feeling satisfied and protects the designer should payment or collection issues arise.
The first step in determining a fair design fee is to ask the right questions and fully understand what the client is looking for. For simplicity, let’s use a 12-page medical brochure as an example.
You may have a client who wants a clinic promotional brochure with many photos of their services in action but isn’t sure what size brochure they want. The first step I take is to present sample brochures from similar projects I’ve designed. This makes it easier for the client to identify what they like and don’t like.
For example, if they want 28 photos in the brochure, an 8-page format would require very small images. In that case, I would recommend a 12-page brochure so the photos can be displayed larger and more effectively. Reviewing samples also helps determine the preferred size—whether a standard 8.5″ x 11″ or a smaller 7.25″ x 10″ format.
The next question I ask is whether the client will be supplying professional high-resolution photos or if they would like me to handle photography. This is essential for accurately estimating costs. Pricing will depend on several variables, including travel distance (for example, a second location 1.5 hours away), the duration of the shoot, and whether existing professional images are available.
Stock photography may also be required. The time spent sourcing images and the cost of licensing them should be included in the proposal. Whenever possible, I encourage custom photography over stock images to create a more unique and original final product.
The next step is to review my detailed time records from similar projects. I analyze how long previous 8- or 12-page brochures took to complete and use that as a baseline. While every project varies, averaging past hours and multiplying by a fair hourly rate I am comfortable with provides a reliable estimate.
I strongly recommend that young designers keep a log of hours for every project. This becomes an invaluable tool for pricing accuracy and ensures you are properly compensated. This method is far more reliable than guessing a number that may not reflect the true scope of work.
Choosing the right hourly rate is critical. It must be fair and reflect the time, skill, and creativity required for high-quality graphic design work.
For more complex projects where time can vary significantly, another option is to provide a price range with a written agreement that the final invoice will reflect actual hours worked. Some clients appreciate this flexibility, while others prefer a fixed price.
Next, discuss copywriting. Will the client provide final, print-ready copy, or would they like professional copywriting services? Many clients benefit from providing a rough draft and having a professional copywriter refine it through an interview process.
A skilled writer knows how to communicate a message clearly and concisely. Strong headlines and well-crafted copy improve engagement and effectiveness. This is often far superior to generic AI-generated content because it includes a personal, strategic touch.
Copywriting should be treated as a separate phase of the project.
Writing the Proposal
Writing a strong proposal is one of the most important steps. Every professional graphic designer should use a written proposal. The days of handshake agreements are long gone and can lead to serious issues if disputes arise.
Graphic Design is a highly creative and subjective process. Clients can and do change their minds. I’ve seen it many times—clients approve initial concepts, only to later reject everything, even when it’s your best design of the year. You can control clients changing their approval, but you can protect yourself from not getting paid for your time. Without a proper agreement, this can lead to payment disputes.
A well-written proposal should clearly define each phase of the project, such as:
- Phase 1: Photography
- Phase 2: Copywriting
- Phase 3: Preliminary Designs
- Phase 4: Design Refinements
- Phase 5: Final Production / Print-Ready PDF Files
Your contract should also specify the number of design concepts and revisions included. This is critical.
Most professional graphic designers include a clause for Author’s Alterations (AA’s). If revisions exceed the agreed scope, additional changes are billed hourly. This protects the designer from excessive revision requests—such as a client asking for 14 logo variations under a fixed fee. I have seen this happy many times. Limited numbers of designs let them know they can not keep requesting changes forever at no extra cost.
This clause is essential for any graphic designer NJ, NJ logo designer, NJ package designer, or NJ website designer. It ensures you are paid fairly for your time and prevents scope creep.
Expenses and Payment Terms
Be sure to include all project-related expenses, such as:
- Epson color proofs & digital copies
- Stock photography
- Shipping (UPS, etc.)
Clearly state that these expenses are the client’s responsibility and may vary depending on project needs. Fee Plus Expenses is the industry standard.
Your proposal should also include the client’s full legal name and address. This is important in case legal action becomes necessary—you must file in the client’s jurisdiction.
A signed agreement is essential to make the contract legally binding. Over the years, I’ve had to pursue payment through the courts, and a strong contract has allowed me to win judgments every time.
Always require a deposit upfront, especially for Phase 1 work. I charge 50% for logo projects since most of the time is packed into the first 50 percent of total job hours. For larger projects, structure payments by phase so you are compensated for your many hours of preliminary designs. This is especially important for long-term projects where delays can occur or clients can take months to decide what they like. This approach ensures that any New Jersey graphic designer is paid fairly and not left waiting months for final payment.
Final Tip: “Okay to Print” Approval
One final, critical step before printing: always require an “Okay to Print” signature.
Even after approval, clients may change their minds or overlook errors. I carefully proof all work, use spell check, and hire a professional proofreader. However, mistakes can still happen.
An approval form should clearly state that while every effort has been made to ensure accuracy, the client is responsible for final review. If an error is missed and printing proceeds, the client assumes responsibility for reprint costs.
This step protects the designer and ensures the client thoroughly reviews all content, including names, phone numbers, and technical details.
Factoring in the cost of a professional proofreader is always worthwhile. Even a minor typo in a large print run can damage a client relationship as clients will claim it is the designers responsibility to make sure everything is perfect.
If you follow these proposal strategies, you’ll build trust, avoid disputes, and create a smoother workflow. A clear, professional proposal leads to better projects, satisfied clients, and more referrals.
I welcome any questions or comments about this blog at Ted@tdgraphicdesign.net
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