Graphic Design Pricing Guide: What Should Designers Charge?

Maybe you want to hire a graphic designer. Or perhaps you’re looking to start a new career path.

Either way, a graphic design pricing guide would be really handy right now.

So, how much do designers usually charge?

In the US, the Bureau of Labor Statistics (BLS) puts the median hourly rate for a graphic designer at $28.32. The average price point? Salary Expert says it’s around $35.

But these are only rough estimates. In reality, a single project can cost as little as $50 or upwards of $500.

Read on to learn more about how graphic designers price their services!

Average Design Project Price

Let’s start by checking out how much design projects cost on average.

Graphic Design Pricing Models: Hourly vs. Fixed

Before we check any more pricing details, let’s take a look at the two main pricing models.

Hourly Rate

Some designers charge by the hour to make sure they’re paid for all their time. It also helps keep the project scalable as they go.

Flat Fee/Per-Project Rate

Setting fixed rates for projects makes the total expenses more predictable, which can be better for the client.

Plus, it’s good for efficient designers who’d rather not be compensated based on the time it took them to complete a project. After all, it takes skill to finish a project quickly, and they shouldn’t be “punished” with a lower hourly rate.

That said, there has to be room for flexibility with some project types.

Take catalogs, for instance. The fixed fee here might be per page rather than per project.

7 Factors That Affect Graphic Design Pricing Ranges

Regardless of the pricing model, there are still lots of factors at play, from the designer’s level of experience to their location.

1. Experience

An experienced designer likely:

• Has an impressive, diverse portfolio
• Can provide quality work
• Is in-demand (and maybe even booked months in advance)

As a result, the designer can easily justify higher rates to the clients.

For reference, the pricing range for an entry-level freelancer (one with less than three years of experience) can be around $20–35 per hour. Meanwhile, one with intermediate experience (3–5 years) can charge $35–50 an hour.

But an advanced freelancer? Their rates could easily go over $100.

2. Specialty

There are lots of jobs that could be lumped under the general “graphic design” umbrella, from creating visuals for marketing campaigns to creating web page layouts. Even game design is considered a graphic design job.

Obviously, each specialty has its own average hourly rates and pricing standards.

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The median hourly rate in USD for a video game designer is $53, while a web designer might make around $33 an hour.

3. Project Timeline

If you’re going by the hourly rate pricing model, you have to consider that not all design projects follow the same timeline. Some take longer by nature.

Here’s an estimate of how much time it could take to finish the most popular design projects:

• Logo: 10–20 hours
• Social Media Graphic: 1–6 hours
• Display Ads: 1–8 hours
• Brochure: 5–8 days
• Landing Page: 15–80 hours
• Web Design: More than a month

4. Project Value

Suppose you’re a designer who spent the better part of the day working on a landing page. You earn around $200, but the client might make thousands off the same page later.

That’s exactly why some designers adjust their pricing based on the perceived project value.

5. Project Scope

The project might require more than just designs. Think consultations, client meetings, revision rounds, and a bunch of deliverables.

Based on the project scope, the flat fee can go up or down.

6. Industry/Platform

According to the BLS, certain industries offer higher prices.

Video, technical consulting services, and advertising all tend to pay better than the printing and newspaper industries.

The rate also changes based on where on the internet you go looking for graphic design gigs.

On a platform like Upwork, designers can charge $15–35 per hour. But, on ZipRecruiter, the hourly wage range is wider at $13–43.

7. Location

Graphic design prices vary by physical location, too.

Based on data from SalaryExpert, here’s a quick insight into the averages around the world:

Even within any given country, you should expect variation in the price/salary ranges.

For instance, the states with the highest pay for graphic designers include:

• New York
• California
• Washington
• Massachusetts

How to Create a Pricing Sheet for Your Design Services

Not sure how to create a flat-fee pricing sheet for your services as a freelancing graphic designer?

Some people use the “resentment number/fee” method. That’s when you think of the absolute lowest number you would accept for a project. Your fixed fee should be double that.

Do that for all the design jobs you do (logos, brochures, infographics, etc.) and lay them neatly on a table.

How to Set a Fair Hourly Rate for Your Graphic Design Services

If you want to set your hourly rate, start by defining your goal annual salary, factoring in your total expenses (taxes, licenses, software subscriptions, etc.).

Then divide it by your total work hours. That’s 1,920 if you go for 40 hours a week, 48 weeks a year.

The result should be your per-hour rate if you want to assume all your work time is billable. If not, multiply the number by the percentage you feel accurately represents your billable hours.

Final Thoughts

Figuring out the “right” price for a graphic design can be extremely tricky. You have to consider the project type, timeline, value, and scope, along with the designer’s location and level of experience.

When in doubt, check out the quoted prices on relevant design gigs on freelancing platforms. This can give you a helpful point of comparison.