motion-pricing

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Motion Pricing

动态设计定价

Produce a defensible quote for a motion design project: choose a pricing model, run the day-rate math, account for the real cost drivers, and output a clean line-itemed estimate the client can approve.

为动态设计项目生成具有说服力的报价：选择定价模型、运行Day Rate计算、考虑实际成本驱动因素，并输出一份清晰的分项估算单供客户审批。

When to use

适用场景

Use when pricing any motion/animation project, sanity-checking an existing number, setting or revisiting a day rate, or explaining to a client why a price is what it is. The output is a structured quote plus the reasoning behind each line.

适用于为任何动态/动画项目定价、验证现有报价合理性、设定或调整Day Rate，以及向客户解释报价依据的场景。输出内容为结构化报价单及每项费用的背后逻辑。

Decision tree — which pricing model

决策树——选择合适的定价模型

Is the brief locked (scope, deliverables, revision cap all defined)?
├─ NO  → bill DAY RATE (or refuse to fix-quote until the brief is locked).
│        Exploratory/discovery/retainer work is day-rate by nature.
└─ YES → Is the work a repeatable style or a series (many similar units)?
         ├─ YES → estimate in days, sanity-check PER-FINISHED-MINUTE,
         │        present as fixed per-project.
         └─ NO  → Is it tied to large campaign / broadcast / paid spend
                  where the deliverable's value >> its production cost?
                  ├─ YES → estimate in days for the floor, then apply
                  │        VALUE-BASED usage uplift on top.
                  └─ NO  → estimate in days, present FIXED PER-PROJECT
                           with a revision cap. ← the default path.

Always estimate internally in days (the only honest unit of effort), whatever you bill on. The model above only decides what the client sees.

Is the brief locked (scope, deliverables, revision cap all defined)?
├─ NO  → bill DAY RATE (or refuse to fix-quote until the brief is locked).
│        Exploratory/discovery/retainer work is day-rate by nature.
└─ YES → Is the work a repeatable style or a series (many similar units)?
         ├─ YES → estimate in days, sanity-check PER-FINISHED-MINUTE,
         │        present as fixed per-project.
         └─ NO  → Is it tied to large campaign / broadcast / paid spend
                  where the deliverable's value >> its production cost?
                  ├─ YES → estimate in days for the floor, then apply
                  │        VALUE-BASED usage uplift on top.
                  └─ NO  → estimate in days, present FIXED PER-PROJECT
                           with a revision cap. ← the default path.

无论采用何种计费方式，内部估算始终以天数为单位（这是衡量工作投入最真实的单位）。上述模型仅决定向客户展示的报价形式。

Step 1 — Pick a pricing model

步骤1——选择定价模型

Model	Bill on	Best for	Watch out
Day rate	Days of work	Open-ended, exploratory, or retainer work	Penalises speed; client may haggle days
Per-project (fixed)	Whole deliverable	Well-scoped jobs with a locked brief	Scope creep eats margin — needs a revision cap
Per-finished-minute	Final runtime	Explainers, series, repeatable style	Ignores complexity differences minute-to-minute
Value-based	Outcome/usage to client	High-leverage brand/ad work	Requires knowing the client's stakes

Default approach: estimate internally in days (the only honest unit of effort), then present to the client as a fixed per-project price with a revision cap. Use per-finished-minute only as a cross-check or for series work, and value-based when the deliverable is tied to a large campaign or broadcast spend.

定价模型	计费依据	适用场景	注意事项
Day rate	工作天数	开放式、探索性工作或长期合作项目	会惩罚工作效率；客户可能对天数议价
Per-project (fixed)	完整交付成果	需求明确、范围锁定的项目	范围蔓延会侵蚀利润——需设定修订次数上限
Per-finished-minute	最终成品时长	解说视频、系列内容、风格可复用的项目	忽略不同时长片段的复杂度差异
Value-based	对客户的成果/使用价值	高影响力品牌/广告项目	需要了解客户的利益相关点

默认方法：内部以天数为单位估算（这是衡量工作投入最真实的单位），然后向客户展示为固定项目总价并附带修订次数上限。仅将Per-finished-minute用作交叉验证或系列项目的报价方式，当交付成果与大型营销活动或广播投放挂钩时，采用Value-based定价。

Rate model × project type (worked numbers @ £600/day)

定价模型 × 项目类型（按£600/天计算的实操示例）

Illustrative only — anchors, not prices. See references/rate-card.md for full ranges and localize before quoting.

Project type	Internal estimate	Present as	Example total
30s flat-2D explainer (organic)	~16 days	Fixed per-project + 2-round cap	~£9,600
Same explainer, paid + broadcast, rush	~16 days × uplifts	Fixed + usage uplift + rush	~£20,600
6× 6s social bumper series	~9 days	Per-finished-minute cross-check	~~£5,400 (~~£900 ea)
Brand discovery / open-ended R&D	unknown	Day rate	£600 × days billed
National TV ad (3D hero)	~40 days floor	Value-based on media spend	day-floor + large usage uplift
Animated logo sting	~3-5 days	Fixed per-project	£1,800-3,000

仅作说明参考——为基准价，而非固定价格。详见references/rate-card.md获取完整价格范围，并根据本地化情况调整后报价。

项目类型	内部估算	展示形式	示例总价
30秒扁平化2D解说视频（自然流量）	~16天	固定项目总价 + 2轮修订上限	~£9,600
同款解说视频，付费投放+广播渠道，加急	~16天 × 溢价	固定总价 + 使用场景溢价 + 加急费	~£20,600
6条6秒社交平台短广告系列	~9天	Per-finished-minute交叉验证	~£5,400（约£900/条）
品牌调研 / 开放式研发	未知	Day rate	£600 × 实际工作天数
全国性电视广告（3D核心视觉）	~40天基础工作量	基于媒体投放成本的Value-based定价	基础天数费用 + 高额使用场景溢价
动画Logo短片	~3-5天	固定项目总价	£1,800-3,000

Step 2 — Set the day rate

步骤2——设定Day Rate

Day rate is derived, not guessed:

Target annual income (incl. salary you want + profit)
+ Annual business costs (software, hardware, rent, insurance, tax set-aside, pension)
= Total revenue needed
÷ Billable days per year
= DAY RATE

Billable days reality check: a year has ~260 weekdays. Subtract holiday, sick, admin, marketing, and unsold gaps. Most solo motion designers bill 120-150 days/year, not 260. Dividing by 260 produces a rate that loses money.

Worked rate example:

Target income £55,000 + costs £20,000 = £75,000 needed.
Billable days: 130.
Day rate = 75,000 ÷ 130 = £577 → round to £600/day.

Day Rate是计算得出的，而非凭空猜测：

目标年收入（含期望薪资 + 利润）
+ 年度运营成本（软件、硬件、租金、保险、预留税金、养老金）
= 所需总营收
÷ 年度可计费天数
= DAY RATE

可计费天数实际情况：一年约有260个工作日。扣除假期、病假、行政工作、营销工作及未接单空档期。大多数独立动态设计师的年度可计费天数为120-150天，而非260天。若按260天计算，得出的费率会导致亏损。

费率计算示例：

目标收入£55,000 + 运营成本£20,000 = 所需总营收£75,000。
可计费天数：130天。
Day rate = 75,000 ÷ 130 = £577 → 取整为£600/天。

Step 3 — Apply the cost drivers

步骤3——考虑成本驱动因素

Estimate days by walking the drivers. Each pushes the day count up:

Duration — more finished seconds = more animation days (non-linear; a 60s film is more than 2× a 30s).
Complexity / style — flat 2D < detailed 2D < character animation < 3D < 3D with simulation. Style sets the per-second day cost.
Asset creation — design/illustration, 3D modelling, rigging, sound design, voiceover, music licensing. Each is a separate line, not "included."
Revision rounds — price in a fixed number (e.g. 2). Each extra round is roughly 10-20% of the animation effort.
Rush — compressed timeline or weekend work adds a 25-50% surcharge.
Usage / licensing rights — broadcast, paid media, perpetual, or exclusive usage multiplies the base. Organic social is cheapest; national TV/OOH and buyouts are highest.

通过逐一梳理驱动因素估算天数。每个因素都会增加天数：

时长 —— 成品时长越长，动画制作天数越多（非线性增长；60秒视频的工作量远超过30秒视频的2倍）。
复杂度/风格 —— 扁平化2D < 精细2D < 角色动画 < 3D < 带模拟效果的3D。风格决定了每秒时长对应的工作天数成本。
资产制作 —— 设计/插画、3D建模、绑定、音效设计、配音、音乐授权。每项均为单独条目，而非“包含在内”。
修订轮次 —— 设定固定次数（如2轮）。每额外增加一轮修订，成本约为动画制作工作量的10-20%。
加急 —— 压缩工期或周末工作需加收25-50%的附加费。
使用场景/授权范围 —— 广播、付费媒体、永久授权或独家授权会在基础费用上乘以相应系数。自然社交平台费用最低；全国性电视/户外广告及买断授权费用最高。

Step 4 — Build the line-itemed quote

步骤4——制作分项报价单

QUOTE — [Project]                          Date: ___  Valid 30 days
Studio/Freelancer: ___        Client: ___

SCOPE
  Deliverables: [count × duration × format]
  Style: [flat 2D / character / 3D ...]
  Revisions included: [N rounds]
  Usage: [organic social / paid / broadcast / buyout]

LINE ITEMS                                  Days     Amount
  Concept & creative direction              __       ____
  Script / storyboard / animatic            __       ____
  Design & illustration (asset creation)    __       ____
  3D modelling / rigging (if any)           __       ____
  Animation                                 __       ____
  Sound design / music / VO                 __       ____
  Revisions (N rounds, included)            __       ____
  Project management                        __       ____
                                          --------  --------
  SUBTOTAL (production)                     __       ____

  Rush surcharge (if applicable)   +__%             ____
  Usage / licensing uplift         +__%             ____
                                          --------  --------
  TOTAL                                              ____
  (+ tax as applicable)

PAYMENT
  [50% to book / 50% on delivery]  — kill fee: __% of total
EXCLUSIONS
  Stock/music licences billed at cost · extra revision rounds at [rate]
  · additional cutdowns at [rate each] · scope changes via change order

报价单 — [项目名称]                          日期: ___  30天内有效
工作室/自由设计师: ___        客户: ___

项目范围
  交付成果: [数量 × 时长 × 格式]
  风格: [扁平化2D / 角色动画 / 3D ...]
  包含修订次数: [N轮]
  使用场景: [自然社交 / 付费投放 / 广播 / 买断授权]

分项明细                                  天数     金额
  概念与创意指导                          __       ____
  脚本 / 分镜 / 动态分镜                  __       ____
  设计与插画（资产制作）                  __       ____
  3D建模 / 绑定（如有）                   __       ____
  动画制作                                 __       ____
  音效设计 / 音乐 / 配音                 __       ____
  修订（包含N轮）                        __       ____
  项目管理                                __       ____
                                          --------  --------
  小计（制作成本）                     __       ____

  加急附加费（如适用）   +__%             ____
  使用场景/授权溢价         +__%             ____
                                          --------  --------
  总价                                              ____
  （另加适用税费）

付款方式
  [50%定金 / 50%交付时结清]  — 违约费: 总价的__%
除外条款
  素材/音乐授权费按实际成本收取 · 额外修订轮次按[费率]收费
  · 额外剪辑版本按[每条费率]收费 · 范围变更需通过变更单确认

Step 5 — Cross-check and sanity-test

步骤5——交叉验证与合理性测试

Divide total by finished minutes — is the per-minute figure sane for the style? (See ranges below.)
Is every asset a line, or did "design" get absorbed into "animation"?
Are revisions capped and priced? Unlimited revisions = unlimited cost.
Does usage match price? National broadcast at organic-social pricing is a money loser.
Add 10-15% contingency for ambitious or vaguely-briefed jobs.

将总价除以成品分钟数——该每分钟价格对于对应风格是否合理？（见下方价格范围。）
是否每项资产都单独列项，还是将“设计”归入“动画制作”条目？
是否设定了修订次数上限并定价？无限制修订意味着无限制成本。
使用场景与价格是否匹配？按自然社交平台价格报价全国性广播项目会导致亏损。
对于需求模糊或难度较高的项目，额外增加10-15%的应急费用。

2026 ballpark ranges (localize before quoting)

2026年大致价格范围（报价前需本地化调整）

These are rough Western-market starting points; rates vary widely by region, seniority, and client tier. Always adjust to local market and your own day rate.

Item	Ballpark (2026, USD/GBP/EUR similar order)
Freelance mid day rate	400-750 / day
Senior / specialist day rate	750-1,500 / day
Simple flat 2D explainer	1,000-3,000 / finished minute
Detailed / character 2D	3,000-8,000 / finished minute
3D motion	8,000-20,000+ / finished minute
6s social bumper (simple)	500-2,000 each
Rush surcharge	+25-50%
Broadcast/paid usage uplift	+25-200% over organic base

Caveat: treat every number as a starting anchor, not a fixed price. Localize to currency, region, and the client's tier, and reconcile against the day-rate math in Step 2.

这些是西方市场的大致起点；费率因地区、资历和客户层级差异巨大。请始终根据本地市场和自身Day Rate调整。

项目	大致价格（2026年，美元/英镑/欧元量级相近）
中级自由设计师日费率	400-750 / 天
资深/专家日费率	750-1,500 / 天
简单扁平化2D解说视频	1,000-3,000 / 成品分钟
精细/角色2D动画	3,000-8,000 / 成品分钟
3D动态设计	8,000-20,000+ / 成品分钟
6秒简单社交短广告	500-2,000 / 条
加急附加费	+25-50%
广播/付费投放使用场景溢价	较自然社交基础费用增加25-200%

注意：所有价格仅作为起点参考，而非固定价格。需根据货币、地区和客户层级本地化调整，并与步骤2中的Day Rate计算结果核对。

Worked examples

实操示例

GOOD — driver-built, defensible:

30s flat-2D explainer, organic social, brand assets exist, clear brief. Concept 1d · board 2d · design 3d · animation 5d · cutdowns 1.5d · sound 1d · revisions 1.5d · PM 1d = 16 days × £600 = £9,600. No rush, organic = +0%. Per-minute cross-check flags short-form is costly per second — day math stands.

Every line is a day estimate tied to a driver, revisions are capped, usage matches price. The client sees one fixed number; the day math stays internal. Full walkthrough in references/worked-example.md.

ANTI-PATTERN — the "gut number" quote:

"A 30-second animation? Call it £3,000, sounds about right."

Why it fails: no day math (£3,000 ÷ £600 = 5 days for a job that's really 16 — a £6,600 loss), "design" silently absorbed into "animation," revisions uncapped, and the same number whether it runs on Instagram or national TV. Gut numbers either lose money or get undercut by someone who did the math. Always build up from days and drivers, then sanity-check.

优质示例——基于驱动因素，具有说服力：

30秒扁平化2D解说视频，自然社交平台使用，品牌资产已存在，需求明确。概念1天 · 分镜2天 · 设计3天 · 动画制作5天 · 剪辑版本1.5天 · 音效1天 · 修订1.5天 · 项目管理1天 = 16天 × £600 = £9,600。无需加急，自然社交场景 = 溢价0%。按分钟交叉验证显示短视频每秒成本较高——天数计算结果合理。

每项条目均为与驱动因素挂钩的天数估算，修订次数有上限，使用场景与价格匹配。客户看到的是固定总价；天数计算仅作内部参考。完整流程详见references/worked-example.md。

反例——“凭感觉”报价：

“30秒动画？就报£3,000吧，听起来差不多。”

失败原因：无天数计算（£3,000 ÷ £600 = 5天，但实际工作需要16天——亏损£6,600），“设计”被悄悄归入“动画制作”，修订次数无上限，且无论在Instagram还是全国性电视投放都报同一价格。凭感觉报价要么亏损，要么被懂计算的竞争对手低价抢单。始终基于天数和驱动因素构建报价，再进行合理性验证。

Common mistakes

常见错误

Symptom	Why it happens	Fix
Quote loses money on delivery	Divided target income by ~260 days, not ~130 billable	Use realistic billable days in the worksheet
Scope creep eats the margin	Fixed-quoted an unlocked brief	Don't fix-quote until the brief is locked; cap revisions
Design work "disappeared"	Folded asset creation into the animation line	Make every asset (design, 3D, sound, VO) its own line
Endless revisions, flat fee	No revision cap stated	Cap rounds (2); price extras at day rate, in writing
Underpriced broadcast/paid job	Quoted national usage at organic-social rate	Apply usage uplift over the base; usage is real value
Rush job at normal price	Absorbed the compressed timeline silently	Add +25-50% rush surcharge and say why
Client haggles the day count	Showed the internal day breakdown	Present a fixed total; keep day math internal unless billing by day

症状	原因	解决方法
交付时报价亏损	按约260天而非约130天可计费天数计算目标收入	在计算表中使用真实可计费天数
范围蔓延侵蚀利润	为未锁定需求的项目报固定总价	需求未锁定时不提供固定总价；设定修订次数上限
设计工作“消失”	将资产制作归入动画制作条目	将每项资产（设计、3D、音效、配音）单独列项
无限次修订，固定费用	未设定修订次数上限	设定2轮修订上限；额外轮次按日费率收费，并书面确认
广播/付费项目定价过低	按自然社交场景价格报全国性使用项目	在基础费用上增加使用场景溢价；使用场景决定真实价值
加急项目按正常价格收费	默默承担压缩工期的成本	加收25-50%加急附加费并说明原因
客户对天数议价	展示了内部天数明细	向客户展示固定总价；除非按天计费，否则天数计算仅作内部参考

Deliverable spec — what a good quote contains

交付规范——优质报价单包含的内容

The output is a line-itemed quote document (template in references/quote-template.md) plus the internal day-math reasoning. A good quote:

States scope: deliverables (count × duration × format), style, revisions included, and usage/term.
Shows a clear total the client approves (day breakdown stays internal unless billing by day).
Names rush and usage uplifts explicitly when they apply.
Lists payment terms (deposit, balance-before-handover, kill fee) and exclusions.
Has a validity window (30 days) and an acceptance line.

输出内容为分项报价单文档（模板见references/quote-template.md）及内部天数计算逻辑。优质报价单需：

明确项目范围：交付成果（数量 × 时长 × 格式）、风格、包含的修订次数、使用场景/期限。
展示清晰的总价供客户审批（天数明细仅作内部参考，除非按天计费）。
适用时明确标注加急费和使用场景溢价。
列出付款条款（定金、交付前结清尾款、违约费）和除外条款。
包含有效期（30天）和确认接受栏。

Before you finish — checklist

完成前检查清单

Quick reference

快速参考

Question	Answer
What unit do I estimate in?	Days of effort, always
What do I show the client?	Fixed per-project price + revision cap
How do I get my day rate?	(income + costs) ÷ billable days (~130)
Is design "included" in animation?	No — separate line
How many revisions to include?	2, then charge per extra round
Client wants it in half the time?	+25-50% rush
It's running on national TV?	Add usage uplift over the base

问题	答案
我应该用什么单位估算？	始终以工作天数为单位
我该向客户展示什么？	固定项目总价 + 修订次数上限
如何计算Day Rate？	（收入 + 成本）÷ 可计费天数（约130天）
设计是否“包含”在动画制作中？	否——单独列项
应该包含多少轮修订？	2轮，额外轮次收费
客户要求工期减半？	加收25-50%加急费
用于全国性电视投放？	在基础费用上增加使用场景溢价

Reference files

参考文件

```
references/quote-template.md
```
— full quote template, payment-terms language, exclusions, and a kill-fee clause.
```
references/worked-example.md
```
— a complete worked estimate from brief to total, showing the day math and driver reasoning.
```
references/rate-card.md
```
— expanded 2026 ranges by deliverable type and the day-rate worksheet.

```
references/quote-template.md
```
— 完整报价单模板、付款条款措辞、除外条款及违约费条款。
```
references/worked-example.md
```
— 从需求到总价的完整估算示例，展示天数计算和驱动因素逻辑。
```
references/rate-card.md
```
— 按交付类型划分的2026年扩展价格范围及Day Rate计算表。