Starting the Journey
As a freelance designer, the early stages of your career can feel like a relentless struggle. You see other designers commanding significant fees for their work, and naturally, you aspire to reach that level too. But at the start, your proficiency defines your position: you’re on the first floor of the pyramid, which is vast and crowded with other beginners. On this floor, both the designers and their clients operate with limited expectations and resources. The competition is intense, and the fees are low, but this is where most start their journey.
Climbing the Floors
Over time, with practice and dedication, you improve. You refine your skills, and your understanding of design deepens. As you ascend to the next floor, your professional world begins to change. The competition thins out; there are fewer designers at this level. The clients on this floor are more discerning and willing to pay higher fees for better-quality work. Your confidence grows, but so do the challenges—these clients have higher standards and expect more refined designs.
This progression continues floor by floor. Each level represents a smaller, more specialized community of designers, matched with clients who seek and value expertise. The prices rise accordingly, reflecting the quality of work and the reduced competition. Each step up the pyramid marks a new milestone in your career.
The Conflict of Levels
Inevitably, as you move up, you’ll encounter a dilemma: clients from lower floors will sometimes approach you. They admire your portfolio and want to hire you, but when they learn your rates, they balk. They may try to negotiate, asking you to match the prices of designers from lower levels.
Years ago, I often felt guilty in such situations. I would agree to lower fees, fearing that I was being unreasonable for charging more. However, over time, I realized this guilt stemmed from a misunderstanding of my own position in the pyramid.
These clients weren’t intentionally undervaluing my work; they simply belonged to a different floor. They were accustomed to the prices and expectations of that level, and they hadn’t yet evolved to appreciate or afford the value of higher-level designs. Their request wasn’t personal—it was a reflection of their current place in the pyramid.
A Designer’s Perspective
Similarly, aspiring to jump to a higher floor prematurely can backfire. Clients at that level are more demanding and knowledgeable, and if your skills haven’t matured to match their expectations, it can lead to dissatisfaction on both sides. Growth takes time and consistent effort—there’s no shortcut.
A Client’s Perspective
Clients, too, must understand their place in the pyramid. It’s natural to desire high-quality work, but that comes with a price. A designer on a higher floor has honed their craft and can deliver designs that are more polished, strategic, and impactful. However, if you aren’t ready to invest in these services, either financially or conceptually, it’s better to work with designers from your current level.
This isn’t a limitation but an opportunity for gradual growth. As your business evolves, your understanding of design and your ability to collaborate with top-tier professionals will improve. In time, you’ll naturally transition to working with higher-level designers, just as they’ll continue to refine their craft.
Embracing Your Level
The key takeaway is this: respect your level, whether you’re a designer or a client. There’s no shame in being where you are—it’s simply a stage in your journey. Designers, don’t feel guilty about setting appropriate fees for your skills and experience. Clients, don’t resent the cost of high-quality work—it reflects years of practice and expertise.
Growth happens when you’re ready. The pyramid is a framework, not a race. Each floor has its own lessons, challenges, and rewards. By respecting your current level and striving for gradual improvement, you’ll find a path that’s sustainable and fulfilling.
In conclusion, the pyramid of needs, reimagined for the creative industry, offers clarity for both designers and clients. It’s a reminder that progress is gradual and that every step forward is earned. Whether you’re creating or commissioning designs, trust the process and embrace your journey.
