Desenvolvimento de um modelo para precificação de projetos de design gráfico: uma ferramenta para o profissional liberal

Abstract

One of the big problems of the liberal professional is the pricing of his services. No different for the liberal graphic design professional. Therefore, this study aims to build a digital tool that assists in pricing design services for the graphic design professional. For this, the concepts of the design profession are presented, establishing an articulation with the graphic design segment and with the liberal professional who works in this segment. In addition, pricing concepts and theories in their Costs, Economics and Marketing approaches. The research, therefore, presents a qualitative and quantitative approach taking into consideration the data collection, as well as the applied analyzes in the referred data. The research is divided into five stages: (1) parametric analysis of eight free pricing software for services; (2) application of the form for research with professionals from the graphic design area of Manaus; (3) development of the pricing tool; (4) application of the material for heuristic evaluation using the heuristics defined by Nielsen and (5) final prototyping of the pricing tool. The results show that free pricing tools do not simultaneously use the three pricing approaches that the literature advocates and that the graphic design liberal in pricing his designs does not take into account important variables such as fixed cost, variable cost, taxes and fees, among others. This scenario demonstrates why the graphic designer needs to know the spending structure and financial situation of his business. The Pricing Design pricing tool, in addition to pricing, also assists in the financial education process of the graphic design professional regarding the economic and financial aspects of their services, a difficulty pointed out in the research results.