Skilful DesignersHow the day rate is worked out
Day rate = (target income + business costs) ÷ billable days
Already charging a rate? See what each day rate leaves after tax, from £150 to £1,000 a day.
Billable days start from 260 weekdays in a year. Take off your holidays, bank holidays and sick or training days to get your working days. Then keep only the share you can charge a client for. The rest of your time goes on emails, quotes, invoicing, marketing and the gaps between projects, and nobody pays for it, so your rate has to.
The hourly rate is the day rate divided by the hours in your working day. Quote by the day where you can: an hourly rate invites clients to count minutes, and a day rate is easier to defend.
Worked examples
- £45,000 income, £4,000 costs, 25 holiday + 8 bank holiday + 5 sick days, 70% billable: 222 working days × 70% = 155.4 billable days. £49,000 ÷ 155.4 = £315 a day, or £42 an hour over 7.5 hours.
- Same, but only 55% billable while you build a client base: 122.1 billable days, so the rate rises to £401 a day.
- £60,000 income, £6,000 costs, 75% billable: 166.5 billable days, £396 a day.
Is your rate competitive?
This calculator gives you a floor: the least you can charge and still hit your income. If it comes out above what clients in your area will pay, you have three levers. Cut costs, raise the share of time you bill by spending less on unpaid pitching, or move to work where the value to the client is higher, such as brand identity rather than one-off social graphics. If it comes out well below the market, charge the market rate. See how to price design work for fixed-price and value-based options.
Frequently asked questions
What is a good day rate for a freelance designer in the UK?
It depends on your experience, your speciality and who your clients are, but the right rate is the one that covers your target income, your business costs and the days you cannot bill. Many UK designers who work for agencies and businesses charge somewhere between £250 and £500 a day, with senior brand, UX and motion specialists charging more. Work out your own minimum here first, then compare it with what similar designers charge.
How many days a year can a freelancer actually bill?
Far fewer than 260. Take off holidays, the 8 bank holidays in England and Wales, sick days and training, and you are left with around 220 working days. Then allow for admin, pitching, invoicing and quiet spells. Most freelancers bill 60 to 75% of their working days, which is roughly 130 to 165 days a year.
Should my day rate include VAT?
No. Quote your day rate before VAT. If you are VAT registered, add 20% on top on the invoice. You must register once your VAT-taxable turnover goes over £90,000 in any rolling 12 months.
Does the target income include tax?
Yes. Enter the income you want before income tax and National Insurance, the same way a salary is quoted. Use the self-employed tax calculator to see what that leaves you after tax.
Sources
The figures and rules in this tool follow these official sources, checked on 3 November 2026:
Cite this tool
Skilful Designers. “Freelance Day Rate Calculator.” https://skillfuldesigners.co.uk/freelance-day-rate-calculator/ (updated 3 November 2026). Built by Sumair Roudani.