“I’ve been in the design industry for a few years now and I’ve recently started building up freelancing. The one thing I’m having issues with is trying to figure out is how much to markup print costs. I’ve seen anywhere from 15% to 100% from people. My past company I worked for did 100-200+ % markup on printing cost. I’m trying to figure out what is an ethical amount to markup since I’d be doing all prep work, checking proofs, talking with printer and press checks.”

For those who don’t know, “Markups” are fees (separate from the creative or design fees) that a designer or agency will add to costs for outside services – printing, copy writers, photography, delivery charges, materials, etc. – bought for a specific project. This markup is considered compensation for the experience, research, quality checking and other such time that is required to complete the project, as well as administrative time for coordinating everything. Markup is also compensation for the risks associated with the responsibility for paying those outside service providers regardless of when, or even IF you are reimbursed by your client.

My response to the question was this:

“This is a tricky area for anyone in the industry. It can be a touchy subject for clients who do not see the value in the work and time that you will provide in this production and quality control stage of the project.

There is a wonderful guide that I often refer to called “Graphic Artists Guild Handbook: Pricing & Ethical Guidelines” – you can get it at most book stores. They offer a lot of advice about such matters, based on industry standards. That said, however, I do not follow their recommendation for marking up my print costs. I have found that what they recommend is too high for what my clients are willing to pay.

Just like with setting your rates for design, you will want to consider all of the same factors (i.e. your experience level, what the market will bear, the complexity of the project, etc.) It may require some experimentation to find the sweet-spot that works for you and your clients. Larger companies can demand a higher markup just because they have that name, experience and size behind them. It is much harder for a freelancer to get a high markup approved by a client. But what ever percentage of markup you settle on, make it global for ALL of your clients. You don’t want to upset one client, whom you charged 50%, who finds out that another of your clients was only charged 25%. Also, make sure your client knows about the markup from the very beginning. Surprising your client with this add-on cost midway through a project can be a relationship killer.

I generally follow the 30% rule. I have determined that my clients are OK with a 30% markup – any more and they start looking for ways to “trim the fat” elsewhere in the project. I make sure that they know what the markup is for and why it’s an important service to them. Having the designer handle the project from concept to finished, delivered product is always a value add to the client. Some clients may not catch on at first and will chose to handle it themselves, but after they do it once, they realize it’s more economical and a lot less frustrating just to pay you to do it. Another thing to consider is that this markup also provides a buffer for you to negotiate the cost of the project. If you feel that a client may be wavering, you can reduce or “100% discount” the markup, thus providing a price break for a good client without eating away at your design fees (which are never enough to cover how much work ACTUALLY goes in to a project, anyway).”

Something to also consider as a freelancer is to not leverage yourself with the burden of handling the cost of printing at all. You can introduce your client to a printer that you trust will do the job to your standards, and you can even negotiate a fee to press-check the job to guarantee the client will get a quality piece, all without the need to be on the hook for the actual printing costs. Let the service provider invoice the client directly. If the client doesn’t pay, you are not left holding the bag. That said, brokering the printing, or coordinating other outside services does make for an attractive “package-deal” for a client who may not want to deal with the hassle and will see an economical advantage to pay you extra to handle it… just be certain that you will be covered. Contracts work well for this.

I wanted to wait until after I got the first day out of the way to really say anything about it (mainly because, I wanted to make sure I was not being Punk’d). Hey, in this economic and job-less climate, when an amazing opportunity such as this falls in his lap, a guy’s gotta consider that he may just be a victim of some elaborate hoax. But then I filled out my W-4 and I-9 and pretty much knew I wasn’t being Punk’d – Tax forms are NO JOKE.

First day, as one might expect, was a day of getting acclimated. The introductions are happening more organically than I expected – people popping their head in to say, “Welcome aboard!”. I guess when everyone in the office has Googled and Facebooked you or are now following your Tweets… there’s no longer a need for “formal” introductions. But, I have an office (and a KEY!) with a little bit of a view, I have an email address, my new MAC system should arrive early next week and I know where the supply closet is (as well as the coffee station).

Tomorrow… I start working.

What can I say? During my entire career, I have always focused on the client, the benefits of product, the process by which to reach a goal … but I’ve never had to actually sell MYSELF. Needless to say, I was put on the spot and managed to force out clichés like “goal-oriented”, “creative” and “hard working” – trying to think of words that described the type of person right for the job. Of course, afterwards I was spouting off words to no end. I came up with Diligent, Empathetic, Reliable, Ambitious, Honest, Agile, Optimistic, the list goes on. I wanted to call the guy back and give him my list. Yeah, I know….

I tried to consider what I would do in my interviewer’s shoes. I thought, “If someone shot off three words in rapid-fire succession, you KNOW they had that list ready and waiting. They were prepared for that question. So then you have to wonder how “true” they are. On the flip-side, if someone has to think about it, does that mean they lack confidence, are ill prepared or that they can’t think on their feet?”  For me, it was simply a question that I’ve never been asked.

People are complex individuals – each with their own tastes, style, personality, morals, character, idiosyncracies,  etc. To compress one’s entire existence into three little words on the spot is quite a feat in my book. So how do you boil down to just three simple words all that you are? But here’s my real question, “What can you really derive about a person from the three words they rattle off?”

I once read that “…whatever you perceive yourself to be, other people are the best judges.” I think it’s a matter of fact that no matter what words you may come up with to describe yourself, others will ultimately make their own decision. It’s your job to prove them wrong… or prove them right.

Take it from a Pragmatic, Empathetic, DORK  (think that will get me hired?) 

Client
Javier Mendoza

Red Pill Entertainment

Project
The folks at Red Pill brought me in to design the CD for Javier Mendoza’s new release.

After 10 years of sacrifice, hard work and independent success Javier is releasing his eighth full-length album entitled “YOU”. Javier says, “ ‘YOU’ is change. It is a step forward, for we can’t look back. It is who I am right now. It’s where I stand… in motion.”

“I have always wanted to release an album completely in two different languages”. Javier says. “YOU” will also be released in a full Spanish version – “Tú”, a completely separate CD with the same songs.

Solution
With the new CDs “YOU” and “Tú”, set to be released November 14, 2009, Red Pill plans on introducing Javier to old and new audiences and fans with songs that define and redefine Mendoza’s past, present and future.

Although the album is titles “YOU”, it is much more about Javier, himself. With that in mind, I focused on warm tones and textures to capture the character of the music as well as Javier’s Spanish heritage. While imagery is minimal, I wanted to touch on the ideas of growth, change and branching out which are seen in the album’s title and inside right panel.

Client
Kirk Ward

Project
Kirk Ward approached me to design a 4-panel Digipak for his new release. Kirk wanted to be sure that his CD would not blend in with all the other Christian music CDs in the racks – bringing to the surface that this CD is as much about the Urban Church Community as it is about rejoicing in Jesus Christ.

Solution
I wanted to start by pushing the colors and textures to the other end of the spectrum from what is “expected” of a Christian music CD. However, to keep the artwork in context, I used imagery of the cross, but I wanted to maintain that “Urban Church” feel that Kirk desired, so I tracked down some neon church signs to bring it all home.

Client
Dairy House

Project
Dairy House wanted a label for their new product – Pumkin Eggnog. Since this is a seasonal product and will be on the shelves from October through the end of the year, Dairy House asked for a design that would work for the entire season and not just for Halloween or Christmas-time.

Solution
I chose a “Fall” color scheme that also embodies the warm, “spicy-ness” of the drink, and a vintage, distressed look to give a nostalgic approachable feel to the label and help make this product stand out among the rest of the Winter, Holiday-themed eggnog products.

I made a “Mad Man” of myself giving a pitch at Sterling Cooper.

I wish things were as cool and laid back as they appear in the show. My client meetings and pitches never involve whiskey and cigarettes.

Make a Mad Man or Woman of yourself using AMC TV’s “MadManification” process. It’s the cat’s pajamas, daddy-o

More details to come. In the mean time, listen to a few of Kirk’s tracks on his MySpace page.