How InDesigners Get Paid: The Truth About Hourly, Project and Value Pricing

Most designers undercharge because they skip the journey. Too much online advice offers shortcuts or one-size-fits-all solutions, but rarely explains the evolution of pricing. In this no-nonsense talk, I’ll share a clear, real-world process that takes you from hourly, to project, to value-based pricing, helping you understand when each stage makes sense, and how to move forward with confidence.

This presentation is for everyone—whether you’re just starting out or been doing work for years. It’s not too late to re-think a 20-year-old pricing policy. Don’t leave money on the table.

What you’ll learn:

• How hourly pricing helps you accurately gauge your worth and capabilities
• When and how to shift to project pricing to create stability and protect your time
• The principles of value-based pricing and why it changes everything

Free Drawing

All attendees are eligible to participate in a free drawing. No purchase or donation is required. However, you must attend the presentation to be eligible. Prizes delivered electronically are available to anyone in the world. Physical prizes are available to anyone in the U.S. without a shipping charge. Winners from outside the U.S. who choose a physical prize must bear the cost of shipping.

Reminder: The Los Angeles InDesign User Group is a registered 501(c)(3) not-for-profit organization. Contributions are tax-deductible to the extent that the law allows.

About the Presenter

Massimo Zefferino

Massimo Zefferino is the Founder and Creative Director of zfactor, a 27-year-old brand strategy and creative agency specializing in B2B technology companies. Over nearly three decades, he has led the agency to deliver practical, results-focused creative solutions for global clients. In 2023, zfactor was acquired by a billion-dollar B2B company, where Massimo continues to serve as Creative Director.

He is also the host of The Angry Designer Podcast, where he helps frustrated graphic designers overcome industry and social pressures, learn how to charge what they’re worth, and build sustainable creative careers.