How to Scare Away a Qualified Book Designer

It’s safe to assume that if you’re surfing the web for a book designer that you want to find someone who is qualified, capable, customer service oriented, and interested in your book. So why, pray tell, do prospective clients say things that will make any good designer head for the hills?

The following words are not mine. They are directly quoted from recent job postings on freelance design websites by people looking for book design help. (I’ve cleaned up the typos.) So let’s have a little fun and reveal what the designer might be thinking when they click on (and away from) these offers:

(1) Client job posting: Hello. Need cover and illustrations for a ‘how-to’ book. Front and back covers and approx. 50 simple illustrations to go with topics throughout book. Need someone who ideally has done edgy and provocative work. I will be self- publishing so need to get this right. Budget: Less than $500.

Designer reaction: A book cover and FIFTY illustrations for LESS THAN $500? Let me see, even without the book cover, that amounts to less than $10 per illustration. Oh, I forgot, the client thinks they’re “simple” which, if you’ve spent any time on freelance websites at all, you quickly understand is code for “I don’t want to pay you for your time and talent.” And, he wants someone who has done “edgy and provocative” work. Since a cover takes at least 10-20 hours, and each illustration takes at least 90 minutes and possibly more, I’d have to work 24 hours a day attached to a caffeine IV just to pay the bills. I guess that would lead to an EDGY style. Click…

(2) Client job posting: Book cover. Full color for wealth management book. This is a simple job for someone who knows what they are doing, so I’m only willing to pay $50.

Designer reaction: A “wealth management” book, you say? And just who’s wealth would you be referring to, pal, offering to pay such handsome rates? Nobody I know is going to get wealthy on fifty bucks for 10-20 hours of work. That’s $2.50-$5.00 an hour. Subtract taxes, FICA, health insurance and the expense of owning a computer and buying software every year, and that leaves, oh, about NOTHING to pay the bills. Another person who thinks my job is so simple I don’t have to be paid for working. Click…

(3) Client job posting: I need a complete mini-site design like at the above URL including a flat cover page. It doesn’t have to be exact and I need a royalty-free picture relating to quitting smoking to be incorporated into it. Before your bid is accepted I will need to see some kind of portfolio and I am only willing to pay $50 for this package.

Designer reaction: This person wants a stop-smoking book cover AND a mini-website to sell it for $50? Wow! Maybe I should start smoking. A long life at rates like this doesn’t sound very appealing.

(4) Client job posting: Graphic designer wanted for book cover. I don’t know how to do it myself, but I know this will take you only a half hour, so don’t bother bidding, or try to fool me with explanations about why it takes more time, if you can’t meet my stated price of $10.

Designer reaction: Let me see…I’m guessing this person has struggled for days before concluding that he doesn’t have the necessary skills to create a brochure…but has nevertheless decided that it’s EASY for me? And I shouldn’t try to “fool” him with explanations to the contrary? What explanations? The cost of living, perhaps? Click…

(5) Client job posting: I need a graphics package for 5 e-books that I have just created. I also need a complete mini-site design with human, nature, and computer images incorporated into them. Before your bid is accepted I need to see some portfolio examples and I am not willing to pay more than $90 for this package. If I hear back from you within 24 hours I will award you the project. I am expecting to do these projects on a regular basis, so I need someone who is prompt.

Designer reaction: This buyer (if you can justify the request with that term) wants FIVE book covers and a website for $90. Now that’s what I call a big spender! And, if I really rush to respond, he promises me more work on a regular basis. Oh, goody. Poverty not just once, but forever. Click…

(6) Client job posting: The task is simple. I have 26 cartoon characters that have been drawn and available on .eps. 10 have been colored. 16 need to be colored in. I would like each of the characters to be placed on a colored background. To  summarize I would like the following: 26 individually-designed flat book covers, in high resolution format and in optimized format; coloring of 16 characters; each ebook in 3D, comes in 3 different sizes and optimized; design ownership;  2-3 revisions; turnaround date: within 1 week. My budget is under $500.

Designer reaction: My mother taught me that sometimes it’s just better to say nothing…

Someone told me that it’s not a good idea to share these items, because this is the only way we graphic designers will know that the client doesn’t respect us or our services; that their words are a red flag, warning us to keep away. But I disagree. I’d prefer to think that people really do want to find good design help, and that they may not be aware of the true impact of their words.

So, c’mon folks. Please understand that designers have the same living expenses as you do. We work hard and really care about doing a good job. Don’t chase away the talented folks by setting a ridiculous budget based on what you imagine the job should cost. Talk to us. We can explain the process and the costs. You’ll see the difference in quality when designers with every level of talent respond with a bid. When you compare quality with cost, you’ll be able to decide which designer provides the best VALUE for the price, and find the designer that is the best fit for your important project.

What do you want to know? What topics should we explore together? How can we help you along your publishing journey? Everyone here at 1106 Design wants to help. Post your comment here or email us at office@1106design.com

Michele DeFilippo, owner, 1106 Design