How can designers charge more for their work? We ask Praline’s David Tanguy and Yarza Twins

We’ve all heard creatives lament about the shortcomings of traditional design education, where courses are primarily structured around teaching students the history and fundamentals of design, equipping them with the technical skill sets needed to thrive as a designer. However, when it comes to money, or the realities of running your own practice, designers often teach themselves the rules on the fly. Due to a lack of education and transparency, among other reasons, it is not uncommon for creatives to struggle with undercharging for their services. Many designers undervalue their work, take on low-budget projects, and doubt their own worth. To address this issue, we consulted with experienced creatives who have been there, done that, and have valuable insights to share. We spoke with Eva and Marta Yarza of the renowned London and Paris-based agency Yarza Twins, who have worked with clients of all sizes and requirements, as well as David Tanguy, the founder of Praline. With 20 years of experience of running a thriving design studio under his belt, Tanguy created Studio Focus, a hands-on program that empowers studios to significantly enhance their businesses. So, why are designers undercharging for their work? How can creatives enhance the perceived value of their work, shift their mindset, and establish clear expectations with clients? In a conversation with Tanguy and Yarza Twins, we peel back the layers of this complex problem, and gather wisdom and practical strategies that can help designers to not only find the right pricing for their work, but to also tackle self doubt and cultivate confidence. From his years of working with both designers and clients, Tanguy has observed many cases where designers undervalue themselves and charge lower rates for their services than they deserve. To navigate this problem, he offers a neat trick – when calculating rates, he emphasises the importance of pausing and recognising the value that your work brings to a client’s business. “To do this,” he says, “you need to ask the right questions when you’re talking with potential clients.” How long will this work be used for? What will be the potential viewership? Will this be attracting extra business for the client?