Design News

Manuals 1. Design & Identity Guidelines.

Manuals

This book is the first comprehensive study of corporate identity design manuals, and features 21 examples from the 1960s to early 1980s — the “golden era” of identity design. The book includes manuals created for institutions and corporations such as NASA, Lufthansa and British Steel.

“All of the manuals have been lovingly photographed, and presented in a spacious and functional layout, allowing the observer to fully appreciate these wonderful examples of information design at its best. Manuals 1 is printed in Italy, conforming to the highest production standards.”

Foreword by Massimo Vignelli and texts from Adrian Shaughnessy, NASA designer Richard Danne, Greg D’Onofrio and Patricia Belen (Display), Armin Vit (UnderConsideration), Sean Perkins (North) and John Lloyd.

Manuals

Sarah Schrauwen, one of the book’s editors, talked to designboom.

“We all thought that identity manuals from the 1960s to early 1980s would be a niche subject for a book, desired only by a certain kind of graphic design studio involved in identity design, and hardcore identity enthusiasts. Instead, Manuals 1 has turned out to be Unit Editions’ best selling publication so far!”

Manuals

Manuals

Manuals

Manuals

Manuals

Manuals

Manuals

Editors: Tony Brook, Adrian Shaughnessy, Sarah Schrauwen
Design: Spin
Pages: 432
Size: 260 × 310mm
Format: Hardback with wrap
Price: £75

Buy a copy from www.uniteditions.com.

Read an excerpt from Adrian Shaughnessy on typetoken.

Related: Brand identity style guides from around the world.

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Charli Prangley on spec work

Half-English, half-Kiwi designer Charli Prangley shares her view on spec work.

“This is definitely a topic with a lot of grey areas. However, designers should’t be expected to work for free under the guise of a competition or opportunity to be chosen. It’s not how the design process should work.”

You can catch Charli on Twitter.

My thoughts.

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Charli Prangley on spec work

Half-English, half-Kiwi designer Charli Prangley shares her view on spec work.

“This is definitely a topic with a lot of grey areas. However, designers should’t be expected to work for free under the guise of a competition or opportunity to be chosen. It’s not how the design process should work.”

You can catch Charli on Twitter.

My thoughts.

Continue Reading

An Argument for Transparent Pricing in Web Design

If you’ve seen a lot of web design agency sites lately, you might have noticed that they all share a few common traits:

  • Needlessly vague wording (if I have to hear “integrated solutions” or “innovative solutions” one more time, I may break).
  • Clean design.
  • Absolutely no pricing details whatsoever. Prospective clients are forced to fill out a quote request form to get even a general price range.

The last point is what I’ll be talking about.

Example of a quote request form found on the Foundation Six contact page.

Somewhere along the line, someone must’ve told all the web designers in the world that publicly disclosing our prices is a terrible thing to do.

The thinking goes a little like this. If you market yourself on price, you’ll get clients who only care about price. If you advertise yourself as a service or as in investment then you’ll get clients who will pay whatever it takes to achieve their design goals.

Makes sense, right? When I founded my web design business, Plato Web Design, I certainly thought so. And, for years, we kept our pricing details under wraps.

Then, last year, we decided to make a simple change: We started openly showing our prices on our site.

And not in some tucked away pricing page either. We placed our prices right on our site’s home page.

Transparent pricing displayed on the home page of Plato Web Design.

Our reasoning behind this is pretty simple: Eventually you’re going to have to talk about costs. Why not get it out of the way early?

Results

Being completely open with our web design prices has led to:

  • 15% increase in revenue
  • 20% more returning clients
  • An incredibly simplified sales process

Let me talk about some of the biggest benefits we’ve gotten from transparent pricing.

We Save Loads of Time

In the past, we spent the majority of our days having fuzzy discussions with prospective clients that, as we’d later find out, didn’t have the budget required for our services.

With our pricing now openly listed on our website, we entertain far fewer clients outside of our target market, and we know that the leads we do receive have seen our prices, and are comfortable with them.

In other words, we’re able to prequalify our leads, saving us a lot of time as well as allowing us to focus on clients that are more likely to work with us.

We Make More Money

We improved our average revenue per client by about 25% and total revenue by 15%.

When you’re pitching to a client that has a vague budget range, you’re forced to play a guessing game: You can either go for the big sale (with lots of services included) and risk scaring them off due to sticker shock, or you can go for the lower-priced, but more guaranteed, sale.

But there’s no need to play this guessing game, because most clients are willing to tell you how much they’re willing to spend.

Once we’ve gotten a cursory understanding of what a client wants, we come up with a fast ballpark figure and run it by them. Something like: “That’s probably going to run you $4,000-$6,000. Is that comfortable for you?”

If they say “no”, we come up with a pared-down solution. If they say “yes”, we know we have some leeway to work with.

When we’re more aware of what clients intend to spend on their site, we’re able to fit our offerings to their budget.

We Stopped Scaring Potential Clients Away

Good design firms have sites that look amazing. And when you put in that much time and effort to make your site look awesome without disclosing your prices, you can give potential customers the wrong idea that you’re way out of their price range, even if you aren’t.

We Build Trust Early

When you’re upfront and transparent about the costs of your services, something strange happens: Your clients start to thank you for it. Being open with our prices helps earn the trust of our clients.

The art of on-boarding new clients is about building trust and finding a way to make their life easier. Transparent pricing helps do both.

When we openly disclose our prices, it gives clients the idea that we’ll also be transparent and straightforward with everything else we do.

The Bottom Line

Being transparent with our prices gives us more qualified leads, generates more revenue, and helps us develop trustworthiness very early in the project cycle.

It may not be right for every business, but if you’re in web design, I really believe it’s a no-brainer.

Related Content

  • 7 Pricing Strategies Based on Research Studies
  • Designing Pricing Plans for Subscription-Based Web Apps
  • 5 Pricing Tips to Earn More on Client Projects
  • Related categories: Business and Web Design

About the Author

Casey Ark is the founder of Plato Web Design, a custom web design agency located in Harrisburg, PA. He’s also a newspaper columnist. Casey has over 9 years of experience in web design, development and print design.

The post An Argument for Transparent Pricing in Web Design appeared first on Six Revisions.

Continue Reading

An Argument for Transparent Pricing in Web Design

If you’ve seen a lot of web design agency sites lately, you might have noticed that they all share a few common traits:

  • Needlessly vague wording (if I have to hear “integrated solutions” or “innovative solutions” one more time, I may break).
  • Clean design.
  • Absolutely no pricing details whatsoever. Prospective clients are forced to fill out a quote request form to get even a general price range.

The last point is what I’ll be talking about.

Example of a quote request form found on the Foundation Six contact page.

Somewhere along the line, someone must’ve told all the web designers in the world that publicly disclosing our prices is a terrible thing to do.

The thinking goes a little like this. If you market yourself on price, you’ll get clients who only care about price. If you advertise yourself as a service or as in investment then you’ll get clients who will pay whatever it takes to achieve their design goals.

Makes sense, right? When I founded my web design business, Plato Web Design, I certainly thought so. And, for years, we kept our pricing details under wraps.

Then, last year, we decided to make a simple change: We started openly showing our prices on our site.

And not in some tucked away pricing page either. We placed our prices right on our site’s home page.

Transparent pricing displayed on the home page of Plato Web Design.

Our reasoning behind this is pretty simple: Eventually you’re going to have to talk about costs. Why not get it out of the way early?

Results

Being completely open with our web design prices has led to:

  • 15% increase in revenue
  • 20% more returning clients
  • An incredibly simplified sales process

Let me talk about some of the biggest benefits we’ve gotten from transparent pricing.

We Save Loads of Time

In the past, we spent the majority of our days having fuzzy discussions with prospective clients that, as we’d later find out, didn’t have the budget required for our services.

With our pricing now openly listed on our website, we entertain far fewer clients outside of our target market, and we know that the leads we do receive have seen our prices, and are comfortable with them.

In other words, we’re able to prequalify our leads, saving us a lot of time as well as allowing us to focus on clients that are more likely to work with us.

We Make More Money

We improved our average revenue per client by about 25% and total revenue by 15%.

When you’re pitching to a client that has a vague budget range, you’re forced to play a guessing game: You can either go for the big sale (with lots of services included) and risk scaring them off due to sticker shock, or you can go for the lower-priced, but more guaranteed, sale.

But there’s no need to play this guessing game, because most clients are willing to tell you how much they’re willing to spend.

Once we’ve gotten a cursory understanding of what a client wants, we come up with a fast ballpark figure and run it by them. Something like: “That’s probably going to run you $4,000-$6,000. Is that comfortable for you?”

If they say “no”, we come up with a pared-down solution. If they say “yes”, we know we have some leeway to work with.

When we’re more aware of what clients intend to spend on their site, we’re able to fit our offerings to their budget.

We Stopped Scaring Potential Clients Away

Good design firms have sites that look amazing. And when you put in that much time and effort to make your site look awesome without disclosing your prices, you can give potential customers the wrong idea that you’re way out of their price range, even if you aren’t.

We Build Trust Early

When you’re upfront and transparent about the costs of your services, something strange happens: Your clients start to thank you for it. Being open with our prices helps earn the trust of our clients.

The art of on-boarding new clients is about building trust and finding a way to make their life easier. Transparent pricing helps do both.

When we openly disclose our prices, it gives clients the idea that we’ll also be transparent and straightforward with everything else we do.

The Bottom Line

Being transparent with our prices gives us more qualified leads, generates more revenue, and helps us develop trustworthiness very early in the project cycle.

It may not be right for every business, but if you’re in web design, I really believe it’s a no-brainer.

Related Content

  • 7 Pricing Strategies Based on Research Studies
  • Designing Pricing Plans for Subscription-Based Web Apps
  • 5 Pricing Tips to Earn More on Client Projects
  • Related categories: Business and Web Design

About the Author

Casey Ark is the founder of Plato Web Design, a custom web design agency located in Harrisburg, PA. He’s also a newspaper columnist. Casey has over 9 years of experience in web design, development and print design.

The post An Argument for Transparent Pricing in Web Design appeared first on Six Revisions.

Continue Reading