“I don’t want to charge too much and scare clients away.”

Sound familiar?

Pricing panic is real. You undercharge, discount your services, or—even worse—work for free just to prove yourself. You tell yourself it’s about getting experience, about staying competitive, about not wanting to seem too expensive. But let’s be honest: is that really the issue? Or is it self-doubt sneaking in again, convincing you that your work isn’t worth real money?

Because here’s the truth—when you doubt your worth, others will too.

Think about it like this: if you were running for president, would anyone vote for you if you didn’t even vote for yourself? If you stood at the podium and said, “Well, I think I’d be a good leader, but I don’t want to assume too much,” how much confidence would people have in you? Not much.

The same applies to pricing your design work. If you don’t take your skills seriously—if you hesitate, apologize, or waver when you say your rates—potential clients will pick up on that energy. They’ll second-guess you the same way you second-guess yourself. They’ll assume your services aren’t worth much because you’re not acting like they are.

And the worst part? The clients who do hire you will be the ones looking for a bargain—not the ones who value your work.

Your Rates Set the Standard for How Clients Treat You

Setting fair rates isn’t about being expensive for the sake of it. It’s about respecting your time, your expertise, and the energy you pour into every project. It’s about attracting clients who understand the value of what you bring to the table, not ones looking to squeeze as much as possible out of you for the lowest cost.

So if you’ve been hesitant to charge what you’re worth, I want you to ask yourself:

• Do I actually believe my work is valuable?

• Am I afraid of rejection, or am I afraid of standing in my worth?

• What kind of clients do I want to attract—ones who appreciate my skill or ones who just want a deal?

Because the reality is, the clients who truly respect and value great design won’t be scared off by fair pricing. The ones who balk? They were never your dream clients to begin with.

So, next time you hesitate to state your rate, remember: you’re not just setting a price—you’re setting a standard for how you allow yourself to be treated. And you deserve to be treated like a professional.