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Design Pricing Grids

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What is this?
The goal of these pricing grids is to provide a range of budgets for freelance design
services.
These ranges are not meant to be taken as final budgets, but more as starting point to help
clients and designers get the discussion started.
Where do these numbers come from?
Ive based these numbers off my own experience both as a freelancer and while running
Folyo.
My goal in sharing these pricing grids publicly is to get input from other designers and
hopefully make them a little less subjective.
How to read the grids
The three columns correspond to three experience levels: junior (1-2 years of professional
design experience), senior (2+ years), and expert (5+ years experience or strong reputation
in the industry).
The grids also accounts for options such as front-end coding and responsive design.
How to help
If youd like to help, you could:
Give your opinion on each budgets (too low? too high?).
Share your own prices (I charged $X for the last logo I designed).
Suggests new project categories.
Suggest other budget options.
Give general feedback
A few more notes
All budgets are meant for a typical U.S.-based startup or small business (so not a
100,000 people multinational, or a local plumber in Kazakhstan).
In all cases, consider the projects as work for hire, i.e. youre selling all rights to your
work as part of the agreement.
The budgets do not include copywriting, research, content strategy, and other kind
of preparatory work; its assumed that this has either already been taken care of by
the client (hah!), or is budgeted separately.
Each budget category is accompanied by a sample project story to provide more
context.
Each category also includes a sample real-world example (which is not related to the
sample project story).
Project Categories
Logo Design
Full Identity Design
Illustration
Icon Design
UX Consulting
Landing Page Design
Website Design
Web App Design
Mobile App Design
Design Consultancy average hourly rates
Logo Design
Design a logo.
Small company WidgetCo hires Alice to come up with a logo. Alice first sketches 8 different
concepts, then provides 4 high-fidelity variants based on the company's favorite concept.
She then does 3 rounds of revisions on the chosen variation, before delivering the final
result as an Illustrator source file.
8 concept sketches.
4 variants
8 concept sketches.

Final logo: 3 revisions.


Deliverables: vector source files (EPS/AI/PDF/etc.).
15-20 hours of work

Real-world example: https://we.net/gallery/17202925/CoreFx-Logo-Design-Process-


ww.behanc
e.net/gallery/17202925/CoreFx-Logo-Design-Process-
Junior Senior Expert
$400-800 $1200-2000 $2500-3500
Full Identity Design
Design a full identity, including a logo and supporting materials.
WidgetCo needs a full identity. After coming up with 16 sketched concepts, Bob provides
8 variants and polishes the best one through 5 rounds of revisions. He then adapts the
brand to business cards, stationery, truck livery, and a simple web style guide. He delivers
all materials as Illustrator source files.
16 concept sketches.
8 variants
Final logo: 5 revisions.
Supporting materials (business cards, stickers, t-shirts, etc.).
Style guide.
Deliverables: vector source files (EPS/AI/PDF/etc.).
30-40 hours of work
Real-world example: https://www.behance.net/gallery/2317342/ORIGAMI
Junior Senior Expert
$800-1500 $2000-3000 $5000-8000
Illustration
Create an illustration.
WidgetCo hires Clara to illustrate a cartoon character for their homepage. After coming up
with 3 different concepts, Clara then polishes the best one through 3 rounds of revisions
before delivering a Photoshop source file.
3 concept sketches
Final version: 3 revisions
Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
10-15 hours of work
Real-world example: https://www.behance.net/gallery/17600395/Ola
Junior Senior Expert
$400-700 $1000-1500 $2500-4000
Icon Design
Design an app icon.
WidgetCo turns to Dennis for their new iPhone apps icon. Dennis provides 3 sketches,
then improves the best one through 3 rounds of revisions before delivering the result as a
Photoshop source file.
3 concept sketches
Final version: 3 revisions
Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
10-15 hours of work
Real-world example: https://www.behance.net/gallery/17551223/Osmo-App-Icon-Design
Junior Senior Expert
$400-700 $1000-1500 $2500-4000
UX Consulting
Improve an apps usability, onboarding, architecture, etc.
WidgetCos customers have trouble signing up. They hire Emily to go through the
onboarding process and write up some recommendations, which she delivers as a PDF
document and through a 1-hour Skype session.
10-15 hours of consulting
Deliverables: text documents, remote & in-person consulting.
Junior Senior Expert
$300-600 $800-1500 $2000-3500
Landing Page Design
Design a single landing page (sales page, coming soon page, etc.).
WidgetCo are working on a new Widget. They hire Francis to design a responsive coming
soon page. After agreeing on a preliminary wireframe, Francis designs a high-fidelity
mockup in Photoshop. He then goes through 3 round of revisions before coding the design
and delivering it as a set of HTML & CSS files.
Preliminary wireframe.`
Landing page mockup: 3 revisions.
Deliverables: static source files (PSD/Illustrator/Sketch/etc.).
10-15 hours of work
Real-world example: https://www.behance.net/gallery/16008455/Lobster-Burger-web-site
Junior Senior Expert
$400-600 $1000-2000 $2000-3500
+ $300 + $500 + $700 + coding
+ $200 + $500 + $700 + responsive
Website Design
Design a complete website (homepage, content pages, etc.).
WidgetCo want to update their web presence. They hire Gertrude, and she creates 3
wireframes for the homepage, features page, and blog. She then designs a high-fidelity
mockup of the homepage wireframe straight in the browser, which goes through three
rounds of revisions. Once the homepage is done, she then finishes mocking up the two
other templates, before delivering the result as a set of HTML & CSS files.
3 wireframes.
Main template mockup: 3 revisions.
1 content template (blog, FAQ, etc.).
1 extra template (features, services, etc.).
Deliverables: a set of HTML & CSS files.
30-50 hours of work.
Real-world example: https://www.behance.net/gallery/17509121/-Knives-Tools
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000
+ $1000 + $2000 + $4000 + coding
+ $500 + $1000 + $2000 + responsive
Web App Design
Design a web apps user interface.
WidgetCo are redesigning their web app. They call on Hector to take a look at the current
app, then provide 4 wireframes for the apps main screens. Hector then mocks up a high-
fidelity version of the main dashboard which goes through 3 rounds of revisions, before
adapting the design to 3 more templates. He delivers the Photoshop source file, as well as
a set of exported PNG images.
4 wireframes
1 main screen: 3 revisions
3 extra screens
Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
30-50 hours of work
Real-world example: https://www.behance.net/gallery/14840237/Medoo
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000
+ $1500 + $3500 + $6000 + coding
+ $500 + $1200 + $2500 + responsive
xMobile App Design
Design a mobile apps user interface.
WidgetCo hires Irene to design their upcoming iPhone app. Irene first submits 4
wireframes, then polishes the main screen through 3 revisions and produces a high-fidelity
mockup. Once done, she then adapts the design to 3 more screens before providing the
result as a Sketch source file.
4 wireframes
1 main screen: 3 revisions
3 extra screens
Deliverables: static source files (PSD/Illustrator/Sketch/etc.)
30-50 hours of work
Junior Senior Expert
$1000-1500 $2500-4000 $8000-12000