If you’re new to working with a designer or creative you may be wondering why Graphic Design prices are so expensive. You're not the only one. This is because there are a frustrating number of misconceptions about designers, including their skill-set, what they actually do, and what they need to do their job.
We’re here to dispel some of those misconceptions and clarify exactly why design costs what it costs.
Part two of this topic is all about education.
Most designers will have memories of being at University and being asked what they study, and having to sheepishly answer “Communication Design” or your local Uni equivalent. This was often followed by some kind of pre-emptive defence, like “I like it” or “it’s fun”. We threw this in so that the person who asked us didn’t feel obliged to say anything more than "Ah okay. Cool”.
Graphic Designers have always been taught that their craft is simple, easy to learn and not really worth that much, and we’re here to tell you that this is a travesty. No business can survive without good design, and designers do much more than pick some nice colours and make you a logo. Everything they do has to be functional, clear, concise, accurate and targeted, plus they have to navigate the personal preference of the client. They have many skillsets, some of which are as follows.
An obvious one - design skills. Designers spend a minimum of three years studying at higher education. They’re masters of their programs and you can trust them to create something beautiful. There are hundreds of thousands of tools in the Adobe Suite, and if you’ve ever felt apprehension about properly learning Excel, please acknowledge that designers have spent years on end learning Illustrator, Photoshop, InDesign, Procreate, AfterEffects, XD Premiere Pro and Acrobat inside and out. Once they leave University, they’ll spend the next 5 or so years growing those skills, whilst adding on how to code, animate, illustrate, in-text reference, or all of the above. These are a designer's overt skills. They are broad and always growing.
Then there are the technical skills. Designers know how a MOV is different to an MP4, a typeface is different to a font, and a brand is different to a logo. They know how a printing press works, and why it’ll cost you $1000 for one copy of an offset printed file, but only $1050 for 1000 copies. They know that if you say you just want one logo you actually need a horizontal, vertical and a logo mark, each set up in 2 colour ways and exported as PNG, JPG and EPS. The know what the web developer means when they ask for a vector file, and they understand which projects need bleed and which don’t.
Next are business skills. Designers know how to keep to a deadline and stick to a budget. They can make fast, logical decisions to keep the project on track. They know how to quote, invoice and present a client project, all while keeping track of their own taxes, expenses and super.
Lastly are the soft skills. Designers are people people. They learn to read their clients and take criticism with grace. They learn what style of communication a particular client likes, and the subtle body language that suggest they don’t like concept two, even as they exclaim "they’re all lovely”. Designers know how much guidance you need on a project, how much your personal preference will come into play and what your priorities are. They take all of this in to try and make the process as smooth as possible for you.
There is not a design project in the world that doesn’t draw on every one of these skill sets. Years and years of learning go into every email, every concept presentation, every colour choice and every file export. And then, like a duck gliding across the water with their feet madly paddling below, a designer distills everything into one tidy project folder and sends it through to you with the illusion that it was a cinch.
You wouldn’t question a plumber, a carpenter or a bakers expertise, so why would you question a designers? They've worked hard to get where they are, and their skills and education must be compensated.
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