The value of design and how to help people understand it
Many designers struggle with the idea that people don’t value their work. And by value, I mean a few things – it could be:
Not engaging or hiring you for services because you’re too expensive
Choosing a cheaper product or service than yours (even though the quality is much less)
Not paying the full price for a product or full fees at the completion of a job
Getting frustrated that the work takes a long time to complete
The reason people don’t value something is because there is a lack of understanding. And this is where you need to take a good, honest look at how you are communicating your value to your customers and clients.
Ask yourself:
Do I explain why my price/fees are high?
Do I show clients/customers the quality in the product or outcomes, in comparison to others?
Have I been upfront about all the costs involved – from start to finish?
Am I explaining our processes so that customers/clients have a realistic timeframe and see the work that’s involved?
All of these things may seem obvious to you, but are they obvious to your clients and customers? Keep in mind that many may not have used your services or bought your products before. And first impressions count.
The only way for clients and customers to understand your value is for you to explain it to them. Keep it simple. Keep it clear. But make sure you actually do it. Take the guesswork out of the decision-making process and you’ll show them the value they’ll be receiving. Do that consistently and you have a recipe for success.