Quotation for Graphic Design Services [Free Template]

Whether you are a freelance graphic designer with many clients or an outsourced service provider for a few companies, there are some considerations to take into mind when preparing a quotation for graphic design services.  This way, the client and the designer will handle the same information. Subsequently, the client proceeds to hire the design service.

The quote is decisive for any graphic designer who works as a freelance. Using this document, the leads or clients are informed of the investment involved in the service they are requesting without implying any commitment or contract. On the other hand, it is a document that must demonstrate the capacity and professionalism of the designer, so it is important to take care of both — its content and presentation.  In this way, the quote will be appealing to the receiver.

Table of Contents

• Quotation
• How is a Quote?
• What is and what is not?
• Differences between quotation and proposal
• When should a graphic designer submit a cost estimate?
• When should a graphic designer submit a quote?
• When should a graphic designer submit a bid?
• When should a graphic designer submit a proposal?
• What is the value of the service?
• Contents of a Quotation
• What elements are included in a Quotation for Graphic Design Services?
• Core Elements in a Quote
• Designer’s name
• Designer’s contact information
• Date
• Client’s name
• Point of contact
• Contact information
• Description
• Price of services, unit price, and extended price
• Payment conditions
• Signing
• Optional Elements in a Quote
• Validity or expiration date
• Numbering
• Packaging and shipping
• Delivery conditions
• Time frames
• Discount
• Approval signing
• Design of a Quotation
• What is the proper format for a Quotation for Graphic Design Services?
• Format
• Layout
• Branding
• Language
• Some Insights
• Transparency
• Price vs Quality
• Templates

Quotation

How is a Quote?

The quote format should be clear, complete, and easy to understand.  The breakdown of the services to be provided should be placed in an orderly manner, along with their corresponding prices.  The breakdown will help the leads or clients perceive clarity and transparency in the document they receive. Therefore, they feel confident in the service the designer will provide.  This feeling of confidence can speed up the negotiation process and the closing of the deal.

Besides, the quote may include the conditions under which the services and any discounts will be offered. Take into account the type of project and the relationship with the client.

This document is usually not very long. Depending on what is quoted, it can range from 1 to 2 pages.  Some people tend to confuse a proposal with a quote.  Proposals are more extensive because they carry more information.  In the same sense, a quote is also often called a cost estimate.  The definitions of an estimate, quote, bid, and proposal can be confusing and differ between industries, but understanding their differences is crucial to fulfilling what the client or leads have requested and expect to receive.

What is and what is not?

Differences between quotation and proposal

Depending on the type of project or service provided, a quote can be sent to the client, specifying only the details of the price.  A proposal can be sent, which would include more information and, of course, the breakdown of the price.  When is one or the other sent?  At this point, it is necessary to know in advance the difference between the terms estimate, quote, bid, and proposal to respond with the amount of information the lead expects to receive.

The definitions offered here correspond to my experience as a freelance designer and the criteria I have been using with my clients.

When should a graphic designer submit a cost estimate?

A cost estimate is, as the name implies, an approximation of how much the service provided by the graphic designer will cost.   It is often presented to leads who require quick information on how much they will have to invest to complete a design project.  The details are general, minimal, and concise since no meeting, physical or virtual, has been arranged to know the requirements or needs of the lead.  Among all the documents that will be detailed, this is the one that contains the least information. Only the prices and some standard conditions for the service are specified. 

In this case, it is recommended to add a note suggesting a meeting to talk about the details of the project — the needs of the lead— and to be able to send him a more precise and customized quote.

When should a graphic designer submit a quote?

The quotation is usually presented after a meeting with the lead or client, and the details of the project have been carried out. Consequently, a document can be presented with the specific details mentioned during the meeting, including the scope of the project, the time frames, and the exclusions or conditions of the service.

Once the meeting is over, the lead or client will ask the designer for a pitch as soon as possible, so it is suggested to send this document within 24 hours.  For this task, it is important:

When should a graphic designer submit a bid?

Bids are used in cases where the project has been detailed, including an approximation of the price one is willing to pay.  This document is usually presented in bids from government agencies or NGOs that are looking for a contractor — a graphic designer in this case — who fulfills all the requirements and offers the best price. 

A bid will have more details than estimates and quotes. While bids and proposals are similar, proposals have more in-depth details.

When should a graphic designer submit a proposal?

The proposal contains much more specific information than the cost estimate, quote, and bid.  The breakdown will be much more detailed, specifying unit and total prices, delivery times, and results. 

The proposals are usually sent when you are shortlisted among other designers and need to show yourself to be more professional and competitive.  There is the case of the meticulous, demanding, and organized client, who usually prefers more detailed information.  There are leads that, due to the high investment amount and the lack of previous commercial relationships, will require more information to establish trust.

In any case, the key to a proposal will be, not only in its detailed information but in showing the value that can be offered to the client or lead — the results that will be achieved with the conclusion of the designed project.  It is recommended to take the time to make an excellent proposal and show the value of the service. 

What is the value of the service?

Value can take a range of forms, including:

Because of the degree of relationship, some clients may provide details of what they expect in the proposal and viable solutions to their needs.  In the case of leads, where this prior relationship does not exist, it is recommended to present supporting information.  This may include testimonials from previous clients to establish credibility or even a professional portfolio.

Some proposals also include a place for the client to sign for a receipt. This feature is also included in cost estimates and quotes.  However, this should not be considered a contract anyway.  The action of signing the document represents acceptance by the client or prospect of the conditions and terms outlined in these documents.  On the other hand, it is possible to use the information contained in the document to prepare a formal contract.

Apart from the place for signing, the quote has other features and data.  Some are optional; others must be included in this document.  Understanding how to create a quotation for graphic design services represents two challenges:

Contents of a Quotation

What elements are included in a Quotation for Graphic Design Services?

Creating a quotation for graphic design services involves a lot of consideration.  Apart from the design of the quote, the content is critical.  If the document lacks some key information, it could delay the negotiation or be denied. Every designer must be clear about what data or features to include.

Core Elements in a Quote

These are the elements that must be included in a quote:

Designer’s name

It can be the designer’s own name or the brand name. Including the tax identification number is optional.

Designer’s contact information

Phone, email, address, etc. Social networks could be included.

Date

The day when the quote was made.

Client’s name

If it is an individual, the client’s own name will be used. If it is a company or institution, the communicative name or full legal name can be used.

Point of contact

Sometimes, communication with the company is done through a person in charge.

Contact information

Phone or Mobile, e-mail, address, etc.

Description

Each project/service is broken down in an orderly and clear manner for simple reading and understanding.  It is recommended to include quantities. 

Price of services, unit price, and extended price

Each project/service detailed in the description must have its own corresponding value. Usually, only total prices are used, but it is recommended to add a unit price column in case the clients or leads request it. At the end of the total column, subtotal, taxes (VAT or ITBMS), and total are added.

Payment conditions

Different options are established: by check, in cash, by ACH transfers, etc. In addition, the information for the transferor to whom the checks will be made is indicated. Likewise, the percentage of payments must be established.

If the project does not take long, a down payment of 50% of the total project and 50% against delivery is usually required. If the project takes months, some designers divide the percentage according to the phases or stages of the project. To give an example: you can ask for a 40% down payment, 30% at the end of the first stage of the project, and the other 30% on delivery. It is not recommended to start a project without a down payment.

Signing

The line or space to place a signature or stamp of receipt.

Optional Elements in a Quote

Other features that are eligible:

Validity or expiration date

In many industries, the quotes will have these terms to protect themselves. For example, in construction, the price of materials can rise and fall from one day to the next.  The same occurred with the food business, where the price of the ingredients changed.  Therefore, the prices in the quote could not be suitable.  In the graphic design industry, the goods with the most fluctuation are the time (availability).  Subsequently, some graphic designers prefer to include this item.

Numbering

This information will help with a better organization of the designer.

Packaging and shipping

In case the designed material is physical, one must specify how it will be packed and shipped.  The costs of this order are also included in the description and price breakdown.

Delivery conditions

If the project is a printing design, one must specify if only the file will be delivered or if the printing of the file is the responsibility of the designer — in which case it has an additional cost.  One must also specify in which format the project will be delivered.  If it is a website, the project is delivered when the site is online or just as a prototype.  If it is a video, one must specify whether it will be delivered in .mp4 or .mov, on a CD, or by WeTransfer.

Time frames

Estimates of the times for each revision and stage until final delivery.

Discount

Sometimes it is not necessary to lower the price of an item to consider it a discount. Something can be included in the quote that was not part of what was originally discussed, and that is considered of value to the client.

Approval signing

A distinction is made between receipt and approval signing because it is not always the same person who performs both functions. For example, the person who is in contact with the company and the designer may sign for the receipt, but the one with a higher charge is the approver.

Design of a Quotation

What is the proper format for a Quotation for Graphic Design Services?

For graphic designers, the functionality and aesthetics of the quote are imperative.  Its appearance is part of the image that communicates a designer’s brand.   This will reveal their professionalism.

Format

Often, the 8.5×11 inches (US paper size) or A4 size is used; orientation, vertical. The document must be designed considering whether it will be printed or not by the recipient.

Layout

How the elements are distributed within the format is a very particular issue for each designer. However, the header, descriptions, and conditions will always be present in this hierarchical order.

Branding

Logo: the designer’s logo must be part of the quote design.  It is usually placed near the designer’s contact information.

Design elements: the color palette, as well as the typography and styles, must be kept according to the designer’s visual identity manual.

Language

Verbal and visual language must be formal and as serious as the designer’s brand allows. The quote is about money, and no one takes these issues as a joke or lightly. This document reflects the identity of the graphic designer, so take care of the visual elements to communicate that identity. Keep in mind that the designer will not be present during the reading of the quotation. It is recommended to create a very well-written and visually functional document. In that way, the client or lead will be able to receive the information and analyze it comfortably.

Some Insights

A client can ask for quotes from several designers to see who offers the lowest price and best quality.  It is also the case that the designer has already been chosen for the project, but the company or NGO demands more proposals and can ask any unknown designer for this document to legitimize the choice of the designer already selected.  This practice does not seem to me to be ethical, but it is completely legal.

In any case, if the designer does not know the lead, it is recommended just to send a cost estimate, and kindly request a meeting for more insights.

Transparency

It is recommended to draw up a list of services offered — such as stationery, brochures, web banners, social media posts, or photoshoots — with their respective unit prices.  In this way, the information can be accessed quickly. 

Another advantage of having a price list is the consistency of the information.  If the designer gives a price to the client and then, sometime later, another price is given for the same type of project or service, this inconsistency creates confusion and a lack of trust.   The quote reflects the designer’s personality.  It must always convey honesty and transparency.

Price vs Quality

Sometimes, the designer sets extremely low prices to compete and win over the client.  This practice is not recommended.  On the one hand, it creates cannibalism among designers and harms the market.  On the other hand, the client perceives the designer as a cheap craftsman.

It is important to know in which market you are competing, and what kind of client or lead you are targeting.  Sometimes it is convenient to have a long-term business relationship with a few clients who know the designer’s ability and are willing to pay for their work, rather than trying to “fish” all the leads that request a quote.

Templates

As recommended before, the quotation should be sent within 24hrs.  To speed up this process, you can have a template of the quote so that you only need to fill in the fields with the corresponding information.  This template must be in a digital format (MS Word, MS Excel, PDF, etc.).

Adobe Creative Cloud Express offers templates for quotations that you can customize.  It is easy to adapt the template to the style you want by dragging and dropping different elements with smart guides. You can save your design, so you can return it to edit it or rebuild the quote for future business.