The mathematics behind why designers get stuck

As designers, we spend a lot of time and energy optimizing our pricing for our clients. We want to bring out the best value for them, while also charging the right value for our time and skills.

In this process, sometimes the “per-deliverable model” seems attractive.

Our initial impression says:

• It allows me to estimate pricing based on the hours I put into it

• It keeps my payment cycle short and fast

• It is scalable as I’m not tied to a project

However, here is what I learned following this model (the hard way ) -

• It’s a myth that you will get away with the deliverable on your first or second draft. If a client has signed a contract with you with a promise of quality, you are responsible for providing the right output to them, which will come at the cost of your additional time.

• There will be last minute changes and revisions.

• The time spent searching for stock assets will always be huge. Imagery for example, takes a while to filter out from a sea of resources, and even when you do find the right one, editing it further is often required.

• You have to make the slide fully editable for the client, handle all assets seamlessly, and spend more time in the nuances of final handovers.

I broke down the mathematics behind per deliverable pricing

For simplicity, let’s assume you are developing 1 presentation for a CEO.

You have quoted $15 per slide as your fee for the work.

You arrived at this number by assuming a generous 30 minutes that you would need for each slide, making the project equivalent to your $30 / hour charge.

Each slide has to be made in 10,000 pixels size.

For each slide, you start out with understanding its content. (5 mins)

You browse for the right stock imagery for it. (15 mins)

You edit the image according to what the presentation style demands. (20 mins)

You start the actual slide design, visualizing the content into the right format, while also making that slide fully editable. (25 mins)

You present the deck. For the important slides, you have been asked to revise some changes and make content modifications as well. (30 mins)

All set and done, yet some last minute changes arrive, like editing the finances of a slide, or the image of a person, etc. (30 mins)

You also have to attend the client’s meetings from time to time to discuss the project status and expect delivery. (10 mins)

Our estimate time put into a slide: 30 mins

Our actual time put into a slide: 135+ mins

Furthermore, brands do not settle for anything less than outstanding. You need to work on a variety of softwares simultaneously, including Photoshop, After Effects, Illustrator, which have their own respective licensing fees. 

Result: Overworked, underpaid.

Learning: Break away from a per deliverable model. (Or per-slide model for presentation designers)

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- Aayush

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