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| | | A graphic designer is a commercial artist who combines elements such as typography, illustration, photographs and color to convey a specific image, feeling or message in support of a product, company or organization. Graphic designers create many of the items you see everyday -- logos, ads, brochures, posters, book covers, packaging and more. | | |
| Typical costs: | - The hourly rate charged by graphic designers ranges from $20 -$350, but averages $65 -$75 an hour nationwide, according to a survey by HOW magazine. The hourly rate is generally based on prevailing local costs as well as the designer's training, experience and reputation. Standard or simple projects might be billed at a flat rate, but most quotes are based on an estimate of the time involved multiplied by the designer's hourly rate. Designing a logo to symbolically represent your company starts around $150 -$450 for an online graphic design service using standardized templates. This sort of design is customized only in the sense that a pre-existing format is adapted for your specific business, but it is a good deal cheaper than a design concept created from scratch for your company. Hiring a professional graphic designer or firm to create a company logo runs anywhere from $500 -$2,000 or more depending on the number of initial concepts presented for review, the number of revisions, and the experience and reputation of the designer or firm. Some high-end design firms will charge $2,000 -$5,000 or more to design a logo.
- Designing business stationery from templates runs about $150 -$250, and may be included in the higher-priced logo design fees.
- Designing an 8-1/2x11 folding brochure is $30 -$450 for a customizing a standard template; hiring a graphic designer or a firm to create a similar brochure can run $300 -$600 or more depending on the complexity of the project, the number of colors and revisions, local rates and the designer or firm's experience and reputation.
What should be included: | - The graphic designer will need a clear project description (such as a logo, website or three-fold brochure), the target audience, a tentative budget and a rough timeline. In turn the designer should give you a written proposal outlining what is included (a certain number of initial design ideas, a specific number of revisions, final product, etc.) and what is not included (printing costs, multiple major revisions, etc.), and who does what in terms of writing text, supplying photographs, proofreading or other related tasks.
- When the proposal is accepted, typically you'll meet with the designer several times to talk about concept, layouts and schedules, before being presented with a mock-up of a potential design (or designs). The Graphic Artists Guild of Albany provides detailed guidelines for working with a graphic designer, including a sample schedule for a brochure project. Typically (but not always) a designer will oversee the project through the printing process -- be clear whether this is included in the cost estimate.
Additional costs: | - Extensive revisions after the initial concept is approved are considered "author's alterations" and are usually an extra charge. The cost will depend entirely on the designer's standard hourly rate and the type and scope of the revisions. Extremely extensive revisions that change the nature of the project may require a new contract.
- Printing costs are typically not included in graphic design fees, and will vary depending on the type of project, the number of colors used and the total number of printed pieces.
Discounts: | - Often graphic design students eager to fill their portfolio will work for a reduced rate. Check whether a local college or university has a graphic design program.
Shopping for a graphic designer: | - Interview at least three graphic designers or design firms, reviewing their portfolios of past work to see their style and range; ask what their role and budget was on each project. Remember that good graphic design requires clear communication and understanding; choose a designer or firm whose personality and approach works well with yours. DesignerToday.com lists tips for hiring a graphic designer.
- Start watching for similar materials -- logos, websites, brochures -- to see what sort of designs you like. Ask other business owners which graphic designer they use, and if they're satisfied with the process. Referrals are also available from the AIGA (formerly the American Institute of Graphic Arts), or the Graphic Artists Guild posts members' portfolios.
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Article updated January 2009 |
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