Cheap Design Can Be Costly

Branding / June 6, 2012


Hiring a designer or branding company is an exciting time for your organization, but can also be confusing when you start getting into pricing. Chances are if you request quotes from 5 different designers, you’ll get 5 different prices, ranging from cheap to outrageous. How do you know who to go with?

For the sake of all that’s good in the world, please don’t use price as the only deciding factor.

Here’s an example that maybe you can relate to. Let’s say you need a new dentist. And you have no health insurance – a very real situation for a lot of people. Your first option is to put off going to the dentist for now and hope that your pearly whites hold up in the meantime. Another option is to Google “cheap dentist” and take your chances on the one with the lowest price. Just hope you don’t end up with the experimental, self-taught dentist with an office in his basement. But hey, he’s cheap.

Or you could do your homework and find the dentist that best fits your needs. You see how they learned their craft, you find out what current and past clients say, and what the experience is like. Cost will factor into your decision, but won’t be your only concern.

Now take that example and replace “dentist” with “designer.” Why should the process be any different? Just like a bad dental experience, your organization will live with the effects of bad design and branding for a long time.

There are loads of people out there who will sell you a logo design for the low price of $19.99 and throw in a complete website for $199. Some of them might be great, but generally you get what you pay for. Do your homework and ask the tough questions.

Will they do the necessary research? Will they get to know your organization’s story and ensure that what they create effectively communicates who your are? Will they be there for you if issues arise? What is their creative process?

Good brand design can help your organization build a solid foundation. Make sure who you hire can accomplish the goals you set for the project. Starting out on the wrong foot with a bad logo or an unusable website will prove to be much more costly in the end.