• 2013-01-09

    By Creative Review / Jan., 2013 / On the money

    Are designers badly paid? How much should you charge? What do ad agency creative directors earn? Could you earn more abroad? Our January issue tackles these and other cash-related questions. Here, we share some of the key findings of the research we conducted for the issue.


    Info graphic from our January issue

    First up, to provide context, a snapshot of the UK design industry. According to the Design Council's last comprehensive survey (conducted in 2010), there were 232,000 designers in the UK. While you are reeling from that figure, we should point out that this is an incredible 29% increase from 2005. By now (the survey was done in 2010 remember) it's safe to assume that figure has swelled considerably.

    What do they all do?
    That same Design Council Survey breaks the 232,000 figure down as follows:
    Freelance designers: 65,900 (28%)
    In design consultancies 82,500 (36%)
    In-house 83,600 (36%)
     
    How much does UK design earn?
    Again, according to the Design Council, total fee income for UK design in 2010 was £15bn. Which breaks down as:
    Design consultancy fees £7.6bn
    Freelancers' fee income £3.6bn
    In-house budgets £3.8bn
     
    The £15bn figure sounds impressive and there are some major businesse involved, but not many. In fact, the UK design industry is mostly made up of very small businesses. Almost half UK design studios have annual revenues of less than £50,000. Only 6% generate more than £500,000 per year.
     
    How much do UK design businesses earn?
    Source: Design Council Survey, 2010
    Annual revenue for UK design consultancies, 2010
    £2m+ 2%
    £1m-£2m 1%
    £500k-£1m 3%
    £250k-£500k 5%
    £100k-£250k 17%
    £50k-£100k 24%
    Less than £50k 49%
    This has a knock-on effect when it comes to the design industry's ablity to act in its own interests – we are talking about a diffuse, diverse industry with constituents who individually have relatively little money to spend on, for example, subscriptions to industry bodies, training and professional development and so on.
    But not all design businesses are small or poor. Each year accounting firm Kingston Smith W1 conducts research into the top 30 UK design firms. Together, last year, they brought in £311m in gross income. Imagination brought in the most money with a gross income of just over £46m in the year ending August 2011. It also had the highest number of employees of the top 30 - 430.
    Of the Kingston Smith Top 30, Venturethree had the highest gross income per head at £167,659. It was also the most profitable per head, recording £46,585 operating profit for each employee.
     
    What about pay?
    Are you earning the right amount?
    Major Players 2012 salary survey worked out average national UK salaries for 2012 across a range of job titles in design and branding:
    Junior designer: £21,000
    Midweight designer: £30,000
    Senior designer: £40,000
    Design director: £55,000
    NB: the figures for junior, senior and design director posts above have been updated as the previous figures were misquoted and relate only to integrated agency salaries. Apologies for the confusion.

    Pay varies only slightly according to sector
    The Design Week 2011 salary survey revealed that designers in print graphics earned on average the least, with packaging, exhibition, interiors and branding higher, but not by more than 10%. More significantly, those working in the digital sector outside London were the big winners in that particular survey, earning a 19% average pay increase on the previous year. On average, designers in London were earning 10-15% more than those outside the capital.
     
    Graphic design as the poor relation
    The 2011 Coroflot design salary guide compared average US salaries across architecture, design management, fashion and apparel, graphic design, industrial design, interaction design and interior design from 2006 to 2011. Graphic design had the lowest average salary of all ($53,500 (£33,500)), with design management the highest ($95,000 (£60,000)). Graphic design salaries had gone down on average by nearly 2% in the period.

    Do US designers earn more?
    The Creative Group, Paylandia 2013 survey worked out national average US design salaries by experience for 2012
    Graphic designer
    1 to 3 years $37,250 (£23,500) to $53,000 (£33,000)
    3 to 5 years $48,750 (£30,500) to $68,000 (£43,000)
    5+ years $61,000 (£38,000) to $83,250 (£52,000)
    Web designer
    1 to 5 years $52,000 (£33,000) to $76,500 (£48,000)
    5 years + $74,750 (£47,000) to $103,750 (£65,000)
    Creative director
    5 to 8 years $89,500 (£56,000) to $124,500 (£78,000)
    8+ years $97,250 (£61,000) to $169,500 (£106,000)
     
    While these figures come from the AIGA/Aquent 2012 salary survey:
    National US median average for designer in print: $45,000 (£28,000)
    National US median average for designer in web/interactive: $55,000 (£35,000
    National US median average for creative/design director: $100,000 (£63,000)
     
    The New York premium
    In the US, location matters. Thus, a graphic designer with 3 to 5 years experience in New York City can expect to be on between $68,700 (£43,100) and $95,800 (£60,100) while someone doing the same job with the same experience in Memphis will be on between $46,300 (£29,000) and $64,600 (£40,500). Source: Paylandia 2013 survey. Note: As Prescott Perez-Fox notes in the comments below, those figures seem high. The AIGA/Aquent Survey (link above) comes out with an average of around $50,000 for a NY print designer which seems closer to the mark.

    Should I move to Australia? Can I earn more there?
    Not necessarily. These figures are from the AGDA 2010 survey
    Australia national average annual design salaries:
    Solo designer A$57,000 (£37,000)
    Owner, partner, principal A$106,800 (£69,500)
    Creative director A$105,800 (£69,000)
    Senior designer A$69,700 (£45,500)
    Intermediate designer A$49,600 (£32,300)
    Entry-level designer A$40,100 (£26,000)
     
    I feel like I'm badly paid: how does design compare to other professions?
    Designers often feel like they are badly paid compared to other professions, so we looked at some comparable careers.

    Architecture
    Source: Adrem Architecture Salary Guide 2012
    National UK average salaries
    Recently qualified architect (0-3 years experience) £33,000
    Project architect (3-5 years experience) £38,000
    Senior archtect £45,000
    Associate director/project director £60,000

    Journalism (source Prospects/NUJ)
    National UK average salaries
    Starting salary (trainee reporter) £12,000 - £15,000
    Junior £15,000 - £24,000
    Senior £22,000 - £39,000
    Editor £50,000 - £85,000 on magazines/regional newspapers. National papers and large consumer magazines will be considerably more

    Marketing (source: Marketing Week/Ball & Hoolahan Salary Survey 2012)
    National UK average salaries
    Graduate trainee £21,000
    Digital marketing manager £37,000
    Brand/product manager £36,000
     

    Can I earn more as a freelancer?
    Possibly. Here are the average UK design daily freelance rates (per 8-hour day) according to the Major Players Salary Survey 2012

    Junior designer: £100
    Midweight: £130
    Senior: £250
    Design director: £275

    NB: the figures for junior, senior and design director posts above have been updated as the previous figures were misquoted and relate only to integrated agency rates. Apologies for the confusion

    How does this compare around the world?
    Source: 2011 Colorflot design salary guide
    Current average graphic design hourly freelance rate in UK: £20
    Current average graphic design hourly freelance rate in the US: $30 (£19)
    Current average graphic design hourly frelance rate in India: R295 (£3.40)
    Current average graphic design hourly freelance rate in Germany: €24 (£20)
    Current average graphic design hourly freelance rate in Australia: A$29 (£19)
    Current average graphic design hourly freelance rate in Canada: C$30 (£19)

    What's the most I could earn?
    The Kingston Smith top 30 pulls out the highest earning directors in each firm. Top of the list is Checkland Kindleysides where one (unidentified) director earned £1,745,000 in the year ending April 2011. There were high earners too at Futurebrand, where someone earned £584,000 in 2011, Design Bridge (highest director pay £483,000) and The Partners (highest director pay £380,000). Someone at Wolff Olins earned £302,000 while the most Lambie-Nairn paid one of its directors was £295,000.

    What is my time worth/What should we charge?
    If you are working in a design studio, your time will be charged out to clients at an hourly or daily rate. The Design Business Association worked out average hourly charge-out rates for UK design businesses in various sectors in its 2012 DBA Charge Out Rates and Salary Review (supported by co.efficient). Because different roles command different rates, the DBA survey is based on an average across four job titles – Principal / proprietor; Account / Client handler; Senior Designer; Mac operator. Here are the figures:
    Advertising: £93
    Corporate identity/Branding: £103
    Digital: £103
    Exhibitions stands/Displays: £105
    Retail/Interior/Experiential Design: £105
    Literature/Print: £92
    Packaging: £95
    Point of Sale: £95
    Product/Industrial/Strategic: £121
     
    How does that compare to advertising?
    Does design undercharge for its services compared to ther creative industries? Unfortunately we were unable to obtain figures for UK ad agency charge-out rates. However, our coleagues at Econsultancy conduct a digital agency rate card survey. So, for 2011 here are the UK average daily charge-out rates for digital agencies by job title.

    Director/partner £891
    Senior designer/creative £744
    Group acount director £746
    Midweight designer £611
    Animator £598
    Illustrator £559
    Copywriter £541
    Junior designer/creative £494

    Which gives an average across all job titles of £648. Assume a 7-hour day and that is an average of £92.50 an hour, so many design studios appear to be charging more for their time that digital ad agencies.

     

    ----------------------------------------------------------
    据2009年设计行业调查显示(调查於2010年执行),在英国约有23万2千名设计师。相较於2005年,增幅令人难以置信地达到了29%。如今(惨照2010年调查结果),保守预测该数据的增幅蔚為可观。

    他们在做甚麼?
    调查显示,23万2千名设计师的分佈比例為:
    自由设计师:6万5千9百名(佔28%)
    设计事务所:8万2千5百名(佔36%)
    机构内部设计师:8万3千6百名(佔36%)

    同一份报告显示,2010年英国设计行业总收入為150亿英镑。
    比例為:
    设计事务所收入:76亿英镑
    自由设计师收入:36亿英镑
    机构内部设计师收入预算:38亿英镑

    150亿英镑可谓一个庞大的数字,然而其中不乏為数不多的大宗设计项目。事实上,英国的设计业仍以非常小宗的业务為主。几乎半数以上设计工作室的年收入低於5万英镑。年收入高於50万英镑的事务所仅佔6%。

    英国设计业收入比例:
    2010年英国设计事务所年收入组成:
    200万英镑及以上:2%
    100万-200万英镑:1%
    50万-100万英镑:3%
    25万-50万英镑:5%
    10万-25万英镑:17%
    5万-10万英镑:24%
    5万英镑及以下:49%

    当我们谈论设计在其领域发挥的作用时,总是有著这洋的连琐反应-我们谈论的是一个鬆散且多洋化的行业,该行业相对独立,相较於其他行业,投入资金比例微乎其微,如:在考虑行业技能,培训及专业发展时,等等。

    但是并非所有的设计公司均為小型或者拮据。每一年Kingston Smith W1公司都会统计收入前30名的英国设计公司。去年,他们的总收入為3亿1千1百万英镑。想像一下,2011年8月底时的总收入仅為4千6百万英镑。当然,这30家公司的员工聘用人数也排在了前30-430名之间。

    Kingston Smith前30名的统计显示,工作三年以上的员工人均最高总收入在16,7659英镑,人均员工最高收益则达到了4,6585英镑。

    待遇情况:
    2012年设计及品牌业薪酬调查报告:
    初级设计师:2万1千英镑
    中级设计师:3万英镑
    高级设计师:4万英镑
    设计总监:5万5千英镑

    不同设计类别的薪酬差异无几:
    据2011年设计周薪酬调查(Design Week 2011 salary survey)显示,平面印刷行业设计师的平均收入為最低,包装、展览、室内、品牌设计师的收入相对较高,也仅在10%以内。引人注意的是,伦敦市区以外数码设计领域的设计师為收入的大赢家,较之於上一年,平均增幅為19%。总体水平:伦敦设计师的收入较之首都区外的设计师仍高出10%-15%。

    平面设计(设计的穷亲戚)
    2011科洛夫逻特设计薪酬指南(2011Coroflot design salary guide)比较了2006-2011年间美利坚合眾国所有设计行业各个领域的薪酬水平。平面设计的平均收入為最低(3万3千5百英镑),管理人士的最高收入為6万英镑。在这6年间,平面设计师的收入,平均每年比上一年同期跌幅几乎达到2%。

    美国的设计师收入更多吗?
    创意集团,佩兰迪亚2013年调查(Paylandia 2013 survey)显示(2012年,根据设计师从业经验收入水平):
    平面设计师
    1-3年,2万3千5百英镑-3万3千英镑
    3-5年,3万零5百英镑-4万3千英镑
    5年及以上,3万8千英镑-5万2千英镑

    网酪设计师
    1-5年,3万3千英镑-4万8千英镑
    5年及以上,4万7千英镑-6万5千英镑

    创意总监
    5-8年,5万6千英镑-7万8千英镑
    8年及以上,6万1千英镑-10万6千英镑

    AIGA/Aquent2012薪酬调查(AIGA/Aquent2012salary survey)数据:
    印刷业设计师中等水平收入:2万8千英镑
    网酪及交互设计师中等水平收入:3万5千英镑
    创意总监中等水平收入:6万3千英镑

    纽约
    在美国,地理位置也相当重要。在纽约市,一位有著3-5年工作经验的平面设计师的工作收入為4万3千1百英镑-6万零1百英镑,而同洋的工作,在孟菲斯市,收入却仅有2万9千英镑-4万零5百英镑。来源:佩兰迪亚2013年调查(Paylandia 2013 survey)。

    我应该搬迁至澳大利亚吗?在那裡我是否能够赚取更多酬劳?
    无此必要。2010AGDA调查(AGDA2010survey)数据:
    澳大利亚设计师年收入:
    个人设计师:3万7千英镑
    设计业主/合伙人/法人:6万9千5百英镑
    创意总监:6万9千英镑
    高级设计师:4万5千5百英镑
    中级设计师:3万2千3百英镑

    相较於其他行业,设计师们认為自己的待遇并不优渥。

    建筑:
    数据来源:Adrem2012建筑业薪酬指南(Adrem Architecture Salary Guide 2012):
    0-3年经验:3万3千英镑
    3-5年经验:3万8千英镑
    高级建筑师:4万5千英镑
    项目总监/副总监:6万英镑

    记者(数据来源:英国记者协会)
    实习记者:1万2千-1万5千英镑
    初级记者:1万5千-2万4千英镑
    高级记者:2万2千-3万9千英镑
    编辑:5万-8万5千英镑
    (地区报刊及杂誌,国家级报刊及消费群体眾多的杂誌薪酬则更高)

    营销
    数据来源:2012营销周刊(Marketing Week)及Ball&Hoolahan薪酬报告(Hoolahan Salary Survey)
    实习生:2万1千英镑
    数码市场经理:3万7千英镑
    品牌经理:3万6千英镑

    作為一名设计师,我会得到更好的报酬吗?
    可能的。英国设计师日平均收入(8小时),数据来源:2012 Major Players薪酬报告:

    初级设计师:100英镑
    中级设计师:130英镑
    高级设计师:250英镑
    设计总监:275英镑

    在世界范围内比较?
    数据来源:2011科洛夫逻特设计薪酬指南(2011Coroflot design salary guide)
    目前设计行业时薪:
    英国:20英镑
    美国:19英镑
    印度:3.4英镑
    德国:20英镑
    澳大利亚:19英镑
    加拿大:19英镑

    预计的最高收入:
    The Kingston Smith排名前30中也公佈了每家公司薪酬最高的总监们的收入。收入最高的是Checkland Kindleysides公司的一名总监,其收入在2011年4月底时达到了174万5千英镑。2011年,在Futurebrand,也不乏收入高达58万4千英镑的总监,在Design Bridge及The Partners,最高收入则分别為48万3千英镑及38万英镑。Wolff Olins, Lambie-Nairn的则為30万2千英镑,29万5千英镑。

    我工作时间的价值是甚麼?我们要求的报酬应该為多少?

    如果您是為一个设计工作室工作,那麼你应该要求你的客护按照小时或天数来支付报酬。2012年,设计协会对不同行业的平均时薪进行了统计。

    广告设计:93英镑
    标识/品牌设计:103英镑
    数码设计:103英镑
    展览展示/陈列:105英镑
    零售/室内/实验型设计:105英镑
    文学/印刷品设计:92英镑
    包装设计:95英镑
    销售网点设计:95英镑
    產品/工业/策略设计:121英镑

    相较於广告行业的情形?
    与其他创业產业相比,设计服务的酬劳更低吗?
    2011年英国数码机构日薪数据(头衔):

    总监/合伙人:891英镑
    高级设计师/创意设计师:744英镑
    团队总监:746英镑
    中级设计师:611英镑
    东花市:598英镑
    插画师:559英镑
    撰稿人:541英镑
    初级设计师:494英镑

    以上平均日薪则為648英镑。如果平均每天工作7小时,则时薪為92.5英镑,因此,多数设计工作室相比数码广告机构时薪要高。

    分享到: