Story: How much is an appropriate price?
I worked as a graphic designer in Tokyo, Japan, for six years. During that time, I often sent estimates to clients, but the pricing was mostly fixed by convention—there wasn’t much I needed to consider.
When I started working as a freelance designer in Vancouver, British Columbia, in March 2016, I had no idea how to price my services. Since I had no guidance, I based my rates on an hourly model and a vague sense of what felt right.
Looking back, I realize my estimates were far too low. Still, I managed to get enough work—at least five ongoing projects throughout the year—and was constantly busy. I worked day and night, from 7 a.m. to 9 p.m. every day.
Eventually, I started talking to other designers at Meetups and began to realize something was off. When I was struggling, I discovered @TheFutur on YouTube, particularly the content from Jose Caballer and Chris Do, which was a turning point for me.
Ref.01: How to estimate and bid projects
©TheFutur
7:00 Four things to consider when estimating a project bid
1. Does the budget match the concept?
2. Do you want to work with them?
3. Are you the 3rd bid?
4. New relationship/account.
12:00 Types of Estimates
1. Project Based
2. Hourly
3. Cost + / Time and Materials
4. Value-Based = Based on client’s upside
5. % of Revenue
22:07 Example Project Bid Estimate Breakdown
25:15 Law of Contrast (Soft Close)
Action: No more one-off printing projects
In response to the above:
1. ?
2. Yes
3. No
4. Yes
At that time, I wasn’t thinking about building a future portfolio. I had plenty of work and felt confident in my ability to meet client requirements. Looking back now, that experience has become proof of my skills.
After watching the video, I gradually shifted my pricing model from hourly to project-based or value-based.*
I basically no longer take on print-only graphic design work.
*Value-based pricing means setting prices based on the perceived value to the customer, rather than just the cost of production. It involves understanding client needs, segmenting markets, and adjusting pricing to reflect the value the client sees in the service. When done right, it often results in higher profit margins.
For example, I can create a well-organized flyer—but clients don’t see much value in that anymore (maybe $500 at most?). If they don’t care about the impression it gives, they can just use a free online template. Even if I pay close attention to details like font, size, spacing, alignment, color, margins, and trimming, clients may not notice the difference between a custom design and a template.
The issue isn’t just external—it’s also internal. To be honest, I’m not even sure a flyer contributes meaningfully to a client’s goals, like increasing sales. In many cases, social media marketing might be more effective.
That’s why most of my current work is focused on web design, not print design.
Result: Shift hourly-based to project/value-based
I applied this pricing immediately without explaining it to existing clients. A few clients had disappeared. I’ve reflected on it. I had to call and show appreciation first, but I learned it later at @TheFutur.
After all, I could maintain a time instead of making money. Shortly afterward, new clients contacted me for a web project. The price increased from a few hundred dollars to a few thousand. I’ve been able to utilize time for my learning/improvements, such as user experience design, new portfolio, social media marketing, and public speaking, Toastmasters.
I don’t look back on previous works. Now I just focus on short-term goals in 2019.
Recap: What did I learn?
1. Don’t estimate for getting a project. High estimation even potential client rejects is much better than low estimation. Possess confidence.
2. Shows your values. How much profit or likes/followers will you increase for clients?
3. Use time to improve your skills. UX, video editing, and presentation/communication skills are very effective.
Reference:
Update: November 6, 2021
I published this blog on Oct 25, 2018, 3 years ago 😮. Google mentioned that some people checked this blog in October 2021. So, I would like to update the current situation.
The project ratio in 2021:
– Website: 50%
– Brand identity development: 30%
– Graphics: 10%
– Digital Marketing: 10%
Where inquiries come from:
– Upwork: 50%
– Reference: 30%
– Google search: 20%
I am still working on graphic design, flyer/brochure etc, US$300-$500 per project. It does not have any stress for me. Digital marketing indicates Facebook Ads and Google Ads. It’s between $200-$400 per month. The ads running cost is paid for by the client. The majority of my work is web design(WordPress/Webflow/Wix) and branding projects. The minimum engagement is $2000.
I don’t need to look back this process right now, but I was learning something new during this 3 years continually. In 2021, I keep expanding my area of work, WordPress, Webflow and Wix. Often a project has come before I learn. Either way, I take full responsibility for the project.
I am quite an ordinary designer. Therefore, it takes 3 years. I am just doing what I love. This is cliche, but I could come to this point. You can do it and can beyond my business as a freelancer.
Please send me your experience of a freelance journey. I look forward to hearing from you. 👋🏻
Update: October 30, 2023
I didn’t recall when I last updated this blog. Since 2021, I’ve gained experience. In 2022, I worked as a contractor for a local design agency, mainly on brand identity, brand guidelines, and web design projects, while continuing to freelance.
My mistake was not staying active on Upwork until August 2023, causing my connects (a kind of point for bidding the project on Upwork) to exceed 600. If you’re an Upwork user, please keep bidding for future projects. Offline sales are much more difficult.
Skilled designers and native English speakers can also consider Toptal, although I faced rejection from them.
The project ratio in 2021:
– Brand identity development and website development: 75%
– Graphics: 10%
– Digital Marketing: 15%
Lead generation in 2023:
– Upwork: 50%
– Google search: 25%
– References: 25%
Graphic design skills are core, but I have not had any graphic design projects. After I developed and delivered a website for a client, I have helped with updating and optimizing the website (SEO). It is making MRR (recurring revenue).
Pricing is still not easy. I estimate the project, $50/hr or $2K-10K/project. I have missed the projects last few months.
In 2023, the world is unstable. AI will be real. Please keep learning. I look forward to hearing your story. 👋🏻
A good review is always helpful. Upwork can be one of local SEO.
Please do not forget to check your business on Google. One of the questions for brand strategy is, ‘How potential clients find your business?‘
Update: July 9, 2025
In 2025, people are actively discussing how AI is influencing the work of web and graphic designers. I use ChatGPT regularly, and it’s very convenient. I also occasionally try out new AI tools. They’re good—but not great yet.
I continue to work as a web and graphic designer every day.
The project ratio in 2025:
– Branding (brand identity development) and Website development: 65%
– Graphics: 5%
– Digital Marketing: 30%
Lead generation in 2025:
– Upwork: 40%
– Webflow Partnership: 25%
– Google search: 25%
– References (via previous clients): 10%
Lately, I’ve been thinking more about the true value of design work. Branding is important, and a website is important—but what matters most is helping clients increase their sales. That’s why I believe SEO delivers the most tangible results for clients.
I’ve worked with a few clients and have basically found a formula for winning at local SEO and growing their businesses. One of my SEO clients receives inquiries every month, with project values ranging from $5K to over $50K. In that case, the client doesn’t say much—they simply continue working with me and pay the invoice every six months. They clearly see the value of the service.
It’s a win-win situation.
I asked my latest client how they found my business. They said, “ChatGPT.” I’m sure they typed a few queries, such as ‘Canada or Vancouver’, ‘Freelance’, or ‘branding’, but that was interesting to hear. I’m not the best web or graphic designer, but somehow ChatGPT recommended several freelance web and graphic designers to the client, including me.
Being online is important. If you’re a YouTuber, it’s even better for your business because it helps build authority.
I often hear people—especially younger designers—talk about value-based pricing. But I honestly question how much value they’re actually providing. I get the feeling that the meaning of “value” may not be very concrete for them.
Value-based pricing is fine, but it comes with responsibility. I wonder how much they truly care about the client’s success.
Personally, I do care—and it’s something I’ve been focusing on more recently. I don’t push clients to continue working with me for SEO after the website is done, but I’m quite confident I can help increase their sales through local SEO. When done right, the client will start receiving inquiries from their target audience within a year.
I specialize in Local SEO for construction businesses, professionals, coaches, spas, hospitality services, and more. If you’re looking to attract more local clients and grow your business, I can help. Feel free to reach out anytime.
