Trade show display design pricing?
roadrunner (6 pencils) | Thu, 2012-05-10 18:58Hello fellow designers,
I'm usually involved in print and website design. However I was asked by one of my clients to design a display for a trade show (not that this is not a printing job) and I have frankly never designed such jobs before. I usually price my projects based on my hourly fee. The display details are these: 112" x 92" and full color. I appreciate if anyone who has designed these projects before can give me any pricing guidelines, thanks!
Commenting on this Forum topic will be automatically closed on July 5, 2012.
I've done a few of these. Usually, the firm you work with to provide the actual structure of the display will work closely with you on the specs for the graphics. Be prepared for them to be a tiny bit resistant to your role if they typically offer their own graphics services.The hardest part is making the client's vision actually appear on the ground under budget and in a form that makes them squeal with delight. You need to have a crystal-clear idea of your client's budget before you can price this. If they refuse (as they often do), contact a good display company and get a range of prices for different kinds of setups in the right size range. Consider things like how easy it is to set up, its weight when packaged for transport and how rugged it is, as well as what the graphic opportunities are. Will your client want a long topper with heir name on it, and a logo? Do they want just one huge graphic panel, or several? You get the idea. The kind of setup they choose will tell you how much money they've got and how much time you're likely to put in. Pad the time, because it *will* run more than you think. Mark up the cost of the display at least 25% to cover the time you spend dicking around with them about stuff. Don't forget to include freight/shipping.
Mara
Thanks for your reply Mara. My client has actually taken care of the display company before they asked me to do the job. The display company will take care of everything except designing the artwork. I will be taking care of the design alone and will be in touch with them to provide them with the art. Fortunately, that particular display company doesn't offer design services, at least not for this specific product. They have been helpful so far. But still tricky to price this job for design only.
Well, if the job is so cookie-cutter clear of providing art, why would your hourly rate not be an appropriate fee? It sounds like you just have to design to spec and hand files over essentially. Are there any frightening restrictions in how they print this that will modify your workflow?
The only thing that worries me is that the display company doesn't provide a color profile to accurately see a soft-proof, but I can manage that.
Not that my hourly rate is not appropriate, I thought maybe other designers work with base flat fees and since I have never come across a job like this in the past, it would be helpful to find out as much as I can. Thanks for your input.
Personally speaking I would have written out a base amount of hours I will charge unless things go far too well to plan and depending on the job (looks incredulously easy, know client well) I'll write in a ceiling of max hours I guarantee not to go over, but other than that- provide an estimate of how many hours you'll need and run with that. Remind your client that revisions to your design will of course be gladly taken into consideration but will be billed accordingly for the other time needed.
As a general rule- I plan to never charge flat rates. Not one project is alike and neither is any one client. Things change so drastically from project to project that it's just safer for your own expenses to play it by ear by the vibes both factors radiate.
That's excellent advice, YoungZM. I'm a little puzzled, though, by the OP's comment about the display vendor not providing "a color profile" for a soft proof. Is there any reason to be suspicious that their output device will render anything but industry standard colors defined in the artwork?
Mara
CMYK colour swatch book, a tool everyone with a graphics program and intent to print should have. Nothing on a monitor is ever "true".
Of course. I know that. I'm presuming that the OP has swatch books and uses them religiously, no matter what the result might look like on any monitor. If he isn't doing that, and depending on "soft proofs" (digital files viewed on his monitor) then he's bound to be unhappy with the final product.
Mara
Wasn't calling you out on that at all so much as OP as well :p
Oh, okay. Here, have a nice cookie....
Mara
Thanks everyone for their advice, very helpful. I don't want to get off of the topic, but to answer quickly about the "color profile", I'm a perfectionist and I like to know where the file is going, if you know what I mean, if unknown I'll use US standards and get contract proofs and yes, I absolutely use color charts, would be crazy not to do it. I've been in the business for many years, in-house designer, but I just started my own company about a year or so, that's why the "pricing question" at the beginning of this topic. Thanks everyone!!!