Where do the numbers come from?
Although the final cost of a graphic design project may seem high, many factors contribute to this fee. For example, any successful business must invest in quality software, hardware, and training materials. Companies must factor in other overheads such as insurance, studio rent and utilities when calculating the cost of projects.
In addition, businesses need to pay their staff members fairly for their time, knowledge, and skill set – something which is especially true of experienced designers. This is why a junior freelance graphic designer with smaller overheads will charge less per day than a team of highly experienced designers.
Designers have dedicated years honing their craft and gaining knowledge about new technologies; this experience leads to better results for clients than if they were working with someone who has little or no experience in the industry. Their expertise ensures that projects will reach completion quickly, faster than more junior designers, without sacrificing quality. Experience also means that designers can anticipate potential issues before they arise.
A plumber needs tools to be able to fix your boiler, as well as the training and experience to know what to do and how to do it safely. A solicitor needs many years of training and experience so they can become an expert in their chosen area of litigation and help you achieve the desired result. Graphic design is the same.
That logo you’ve just invested in needs to represent your company accurately, appeal to your target audience, differentiate you from your competitors and work at large and small sizes. Years of experience and many hours crafting have gone into that logo so it’s exactly right for your business.
The mindset shift
Perceiving graphic design and branding as expensive is often a mindset issue. Once you start seeing the value in commissioning quality designs for your business then the perception shifts from expenditure to investment – because with every investment comes a return on investment (ROI).
A massive 94% of first impressions are design-related*, including 75% of judgements of website credibility are based on the site’s overall design*. Moreover, 38% of people will stop engaging with a website if they find the layout unattractive*. That’s almost 4 in 10 people who will stop engaging with your website immediately if your website’s branding and layout look poor.
The value of design doesn’t stop at website conversion rates, it applies to all areas of graphic design and branding. It's no use scrimping on costs and ending up with a corporate brochure that doesn’t accurately reflect the value of what you do to your target audience. You don’t want to be trying to sell a premium product that has the design values of a bargain basement offering. You’ll be woefully underselling yourself and missing out on revenue.
But if you invest in carefully designed branding, your website and marketing materials will be clear and easy for your audience to navigate and read, and your business will look more professional, building trust with your audience. This will then convert into more sales.
Consider how famous brands like Coca-Cola, Apple and McDonald's have iconic and instantly recognisable logos and design systems to support them. They certainly didn’t work with someone they found on Fiverr! These global brands understood the value of investing in high-quality graphic design by working with seasoned professionals.
Invest in your business's future
Perceiving graphic design as expensive is not necessarily accurate. It's an opinion rooted in misunderstanding how value works within creative services industries. It's important to remember that good design and branding aren’t an expense but an investment. High-quality branding pays dividends through increased brand recognition, improved online visibility, better customer engagement and ultimately sales; making it worth every penny spent. When considering how much you should invest in your business’ graphic design, think carefully about ROI rather than price – because investing in quality pays off.
A partnership made in heaven?
Feeling inspired? We'd love to help! We are a team of collaborators that enjoy nothing more than partnering with ambitious clients. Get in touch if you'd like to talk through your next project or get some advice.