How do I talk to clients who are used to seeing ads for $5 logo designs?
I am starting to see websites and ads like these more and more. They are growing in numbers and...aren't services and ads like these ruining the industry?
What do you say to a potential client after he saw an ad like this? What do you respond to something like: I saw an ad from Fiverr and they make logos from $5, why can't you make me one for $10?
Websites like Freelancer and so on are fine for starting designers wanting input on their work but ads like the one above are painting the picture that our work is cheap and easy and shouldn't be worth more than $5.
You say "You get what you pay for."
Sure, you could get a logo for your business for $5. You could also build your website with the free "website builder tool" which your registrar offers, and you could get your business cards designed with the "add an element and push print" app from the mass printing company.
The question is this: will these el cheapo products be any good, or will they look el cheapo?
People know about Fiverr, the website builders, and the mass printers. People generally know the quality of the end product, which is somewhere from crap to mediocre.
So you tell your client "The difference is that companies using these services don't look professional. They look, frankly, like startups working out of the basement. If you're just going for local customers who don't care that you're a small operation with three other customers, go for it, and best of luck. If you want to build a business which is going to grow and attract real customers and real volume, you need to invest in a professional logo and a quality corporate identity."
Consider this too: from a work standpoint, do you want the customer who's going to object to paying an appropriate fee for an appropriate amount of work, and constantly nickel-and-dime you and bitch about costs? Or do you want to court the companies which understand that advertising is an investment and not an expense?
And yes, I have walked away from clients with this attitude. It's not worth the time or acida.
ETA something else I thought of: Don't be a jerk to the client when making this statement. The client may be simply uneducated rather than a bean-counter. Leave the door open: "If this [the $10 logo] works for you now as a small business, great. In a year or two, if you decide you want to upgrade, I'd love to hear from you and help you expand/improve/rebrand your business." Present it as a business decision, with pros and cons, and if this is just someone who's starting out rather than someone who will nickel-and-dime everyone over everything, the client might be willing to come back when they're ready to invest in a more professional look.
I can make you a logo for 10$. For 10$ you buy me for about 10-15 minutes and it is perfectly possible to make a logo in that time. However, there are several reasons why you wouldn't want to buy that logo. Here is a list of reasons:
- I am not a graphics designer.
I will be doing it in a hurry. Most likely I would just be choosing a logo of several throwaway logos ideas that I already had done before you came in the door. Just like a hamburger restaurant most of my elements are pre made, they are nowhere nearly as good as a Ã la carte restaurant would produce.
In essence the argument is that the value of something drops the moment it is made. I would then go and sell a very similar logo to my next client.
- Actually the logo file is not what you are shopping for, you are shopping for experience in several things. You actually want to have a reasonable plan for how to make print publications, how to apply your logo on your webpage and so on. This is something I won't do for the 10$ logo. I won't be there available to consult you on this stuff. So using your logo is more expensive than usual. Go ahead and save only the PNG file and wonder why you have problems doing print work.
- In 10 minutes I won't have time to do any checking so you might end up having a logo that is almost exactly like the other logo down the road. So your logos value is severely undermined. That's fine I got my 10$.
- You end up in a situation where you are the person deciding what is the best graphical design. Awesome, now let's hope that you yourself were a good graphic designer. So your actually diluting your brand with your own infallibility.
- Want to direct me? Sorry one logo for each 10$ I have no time to sit in meetings with you.
- The logo looks offensive. Oh how the hell am I supposed to know what the local culture where you are is like? I'm doing this in 10 minutes on a computer far away.
- it's 10 minutes of my time, seriously how many things to you think I can reason in 10 minutes.
So go ahead and buy that 10$ logo, I dare you. If something is worth doing, it is worth doing right. But hey it's cheap.
PS: Actually, it is perfectly possible to get a good designer for cheap if you are OK with having a cultural/timezone gap with your designer. But since buying design is mostly about communication between you and the designer it's often not a good idea to outsource this stuff too far away.