Earlier today I was looking around the web and on one of the forums I frequent I found a very odd post. It wasn’t odd, as you hear people asking questions like this all the time. But it was odd in the response that it got.

I have been asked my hourly rate for web site mockups in PSD format only, no coding involved. I’m curious, what is the going rate out there in the land of freelance? I know clients often give us a set budget for the project as a whole. But, if someone is asking you how much you would charge them per hour, how would you figure it out?
What price range would be enough to make the job worth it to you?
Thanks for your input~

      I was expected a common answer, and answer I hear a lot when I see this question. However, this was not the case. Instead, the person was left with a skewed answer, one that I think is quite immoral myself.

First, consider the size of the company that will be benefiting from your work. Then determine how extensive the exposure of your work will be. Now, based on size of company, & exposure/usage, work within this range: $ 50-150/hr. Remember – a national ad commands more than a brochure for a non-profit company. Always stress value and your efficiency/speed over price. Hope this helps!

     This is not an answer for anyone who is looking to run a fair, descent, or moral business, or even trying to make some money on the side. What is this person actually saying? They are telling this person that first off, they themselves are not decent, fair, or moral when it comes to their business dealing. It is an issue of character, something that is in low demand today. 
   Second, they are saying that if you do the same exact work for two different clients, that the one that has more money should be charged more. Many people think this is just fine. “If they have the money to spend, might as well charge them more.” This however is how crooked businesses operate. If you’re a crooked business, have at it. Although most companies that are repeatable, successful, and have a large returning customer base do not do this. Most. They know that what you charge for one person is what you charge for another. 
      The piece of advice this person offers is to look at how “extensive the exposure of your work will be.” Just so we all know, if you are doing website design, you’re work can potentially reach the entire world—and that’s for anyone, despite the size of the company, the individual, or their wallet. 
    Next, the person does not answer the question, but makes a statement: “a national ad commands more than a brochure for a non-profit company.” The question was asked about website design, nothing else. This is true however, in part. A national ad may “command more, ” but more of what? More of a clients money apparently. A national ad is no more special that a brochure for a non-profit organization. In fact, if the brochure is made for an international non-profit, it probably commands more (at least in this person’s mind) than the national ad, because it will reach internationally (and from their point of view, can probably be charged more).  
    The last piece of advice that this person gives is: “Always stress value and your efficiency/speed over price.” Why is this important? Because your clients eyes have bugged out as they look at the bill for this tiny website that they had to pay a thousand dollars for all because they were listed in yahoo’s business section as being “very successful” and an employer of 500 people, when in reality they’re Joe Blow with the same name, but only 2 employees-both their kids.

    With all this said, it could be quite clear that I do not believe like this person. I believe that the same price should be paid for the same design, even if you are a millionaire. For the same amount of time, effort, speed, etc—the same price should be paid. However, I also believe that if the designer wants to, he or she can cut the cost for certain clients, maybe some he feels needs a design more than he or she needs the money.  I also believe in sowing and reaping, especially when the ground you sow in is good ground.   
    When I do design work for people, the price is not tailored to the individual or their pocket book, it’s tailored to the design. If you need a simple logo or banner that takes 5 minutes, the price won’t be the same as a banner that took two weeks, several hours a day including several redesigns. I think too often people get ripped off because they don’t know something or because “everyone else is doing it,” whatever “it”is. And of course I believe that a worker is worth his wage. If someone does a job for you, you need to pay them for what they did, and pay them a fair amount. That’s why I don’t think how successful you are determines how much you should be charged. And I think character still means something to some people.