How to Price Your Design Services with Confidence
Let’s be real—pricing your services can feel like a total guessing game. There’s no universal formula, no magic number, and often, no clear direction. But that doesn’t mean it has to stay confusing. In this post, we’re breaking down how to set your prices with intention, strategy, and confidence so you can feel great about what you charge and get paid what you’re worth.
Article written by
Danielle
Business
1. Research Your Industry & Market Rates
Before you set your rates, get a baseline of what others in your industry are charging. Do a quick search online (or ask AI) based on your service (branding, website design, packaging, etc.) and see what’s standard.
This isn’t about copying someone else’s pricing—it’s about creating context. Consider your:
Skill level and experience
Niche or service offering
Geographic location
Value you bring to each project
Use this as a starting point, not a ceiling.
2. Stop Hiding Your Rates
Transparency helps everyone—especially potential clients who are trying to see if you’re a good fit.
We’re fans of being somewhat open about pricing, whether that’s showing a starting rate, package range, or investment guide. This not only builds trust but also helps the industry as a whole move toward fair and sustainable pricing.
3. Know Your Worth (and Believe It)
Pricing isn’t just a numbers game—it’s a mindset. If you don’t believe in the value of your work, it’s going to show.
Take some time to reflect on:
How your work transforms your clients’ businesses (and makes them more money)
The experience and knowledge you bring to the table
What kind of life and business you want to sustain
You’re not “just” a designer—you’re a problem solver, strategist, and creative powerhouse. Own it.
4. Choose Hourly, Project-Based, or a Blend
Will you charge per hour or offer flat-rate pricing? Or both?
At Function (our design studio), we use a blended approach. We set an internal hourly baseline, then build project rates based on estimated hours, team involvement, and complexity. This allows us to stay profitable while offering clear pricing to clients.
Just be sure to factor in all time involved—admin, meetings, research, and revisions too.
5. Set Prices Based on Value (Not Just Time)
Your pricing should reflect the value of your work—not just the time it takes to complete it.
A brand identity for a solopreneur might add $5K to their annual revenue. That same service for a large company might influence hundreds of thousands in growth, investments, or funding rounds.
Ask yourself:
How will this project impact their bottom line?
How complex is the approval process?
How many stakeholders are involved?
What is the risk of not investing?
6. Show the ROI
Sometimes clients need to see numbers to understand the impact of design.
Let’s say a client’s website currently converts at 0.3%, bringing in $300/month. After a redesign focused on UX and messaging, that conversion rate jumps up to 0.6%. Now they’re earning $600/month with the same traffic. That’s a 100% increase in revenue—and a big return on their design investment.
Helping clients see that transformation makes your pricing feel like a smart decision, not a gamble.
7. Consider All Your Expenses
Designing is one thing—running a business is another.
When setting your prices, factor in:
Team members or collaborators involved in the project
Tools, software, and subscriptions needed
Taxes and business expenses
Time off and admin time
Unexpected scope creep
Time for meetings and project management (like all the emails you'll be sending)
Make sure your pricing allows you to profit, not just cover costs.
8. Use The Brand Planner to Calculate Your Rates
Need a little structure? Over at Function Creative Co., we created The Brand Planner to help you uncover your brand voice, understand your audience—and calculate your pricing.
There’s a full section inside dedicated to breaking down what you need to earn, how many projects you want to take on, and what that means for your pricing structure.
✨ Learn more about The Brand Planner
9. Stay Open-Minded
There’s no single “right” way to price your work. What works now might evolve later—and that’s okay.
Keep refining your process. Ask for feedback. Look at your profit margins. Reflect on how pricing feels in your body and your business. It’s not just about numbers—it’s about alignment.
With WillowSpace, leads have the opportunity to decline a proposal (unlike other CRMs). If the reason they choose for declining is "cost" then it's 100% worth a follow up email to them to ask more about their decision. Be curious to learn about how your pricing strategies.
🔗 Want to build an experience that keeps clients coming back? Read How to Get More Client Referrals
Bonus Tip: Use a Pricing Calculator
We love a good tool. This one from nuSchool is simple, effective, and gives you a pricing estimate in just five questions. Worth a try.
WillowSpace Helps You Get Paid—Easily and On Time
Ready to turn all that pricing clarity into actual income?
WillowSpace helps you:
Send professional invoices in multiple currencies
Set automated reminders
Add late fees automatically when needed
Keep everything organized in one beautiful space
✨ Try WillowSpace for free—no credit card required.
