Your interior design skills are exceptional, but if your proposals don't reflect that same level of quality, you're leaving projects on the table. A well-crafted interior design proposal does more than outline costs. It tells a story, builds trust, and makes signing feel like the obvious next step.
This guide walks you through everything you need to create interior design proposals that win clients, from structuring your moodboard presentation to pricing strategies that protect your margins.
What is an interior design proposal?
An interior design proposal is a formal document that presents your vision, services, timeline, and pricing for a project. Think of it as your pitch in written form, a chance to demonstrate you understand the client's needs and have a clear plan to transform their space.
Unlike a contract (which focuses on legal terms), a proposal sells your approach. Unlike a quote (which lists prices), a proposal tells the story of what you'll create and why you're the right designer for the job.
A strong interior design proposal typically includes your design concept, scope of work, timeline, pricing, and terms, all presented in a way that reflects the quality of your work.
When to send your proposal
Timing matters. Send your proposal too early, and you'll look desperate. Send it too late, and you risk losing momentum.
The ideal time to send an interior design proposal is after:
- You've had an initial consultation (in-person or virtual)
- You've visited the space or reviewed detailed photos and measurements
- You understand the client's style preferences, functional needs, and budget range
- You've determined the project is a good mutual fit
Never send a proposal before understanding the client's needs. A generic proposal signals you haven't invested time in their specific project, and clients notice.
10 sections every interior design proposal needs
1. Introduction
First impressions matter. Your introduction should include your logo, the client's name, project address, and date. Keep it clean and visually aligned with your brand.
Your introduction sets the tone. Address the client by name, reference your consultation, and express enthusiasm for the project. This isn't just formality. It reminds them of the personal connection you've built.
2. Executive summary
Give clients the snapshot before the details. In 2-3 paragraphs, summarize:
- Your understanding of their goals
- Your proposed design direction
- The project timeline at a glance
- The investment required
Busy clients often read the executive summary first. Make it compelling enough that they want to read more.
3. Client needs and objectives
Demonstrate you've listened. Outline the client's goals, pain points, and priorities in their own words where possible. This section builds trust by showing you understand what they actually want, not just what you want to design.
Include specifics: "You mentioned needing a home office that separates work from family life while maintaining the open feel of your main floor." This level of detail signals you're paying attention.
4. Design concept and moodboard
This is where you sell the vision. Present your creative concept with:
- A written narrative describing the look, feel, and function
- A moodboard with color palettes, materials, textures, and furniture styles
- Reference images that capture the aesthetic direction
Your moodboard should feel cohesive and intentional. Avoid overcrowding. Curate 8-12 images maximum that clearly communicate the direction. Include material samples or finishes if possible.
Pro tip: Present your moodboard as an interactive, visual experience rather than a static PDF. Clients engage more deeply when they can explore the vision.
5. Scope of work
Be specific about what's included, and what's not. Break your services into clear phases:
Design Development
- Space planning and layouts
- Furniture selection and specification
- Material and finish selections
- Lighting design
- Custom millwork design
Procurement
- Vendor sourcing and ordering
- Trade pricing and purchasing
- Delivery coordination
Project Management
- Contractor liaison
- Site visits and supervision
- Installation oversight
Exclusions
- Architectural or structural work
- Permits and approvals
- Contractor fees (billed separately)
Clear scope prevents scope creep and sets realistic expectations.
6. Timeline and milestones
Map out the project journey. Clients want to know when they'll see results. Break your timeline into phases:
Discovery & Concept (2-3 weeks)
- Initial consultations and site assessment
- Moodboards and design direction
- Space plans and layouts
Design Development (4-6 weeks)
- Final furniture and material selections
- Detailed specifications
- Vendor quotes and approvals
Procurement (6-10 weeks)
- Ordering and lead time management
- Delivery coordination
- Quality checks
Installation (1-2 weeks)
- Delivery and placement
- Styling and finishing touches
- Final reveal
Include dependencies: "Timeline assumes client approval within 5 business days at each milestone." This protects you from delays caused by slow client feedback.
7. Pricing and fee structure
Transparency builds trust. Present your fees clearly and confidently. Common pricing models for interior designers include:
Flat Fee A fixed price for the entire project scope. Best for well-defined projects where scope is unlikely to change.
Hourly Rate Charge by the hour with a not-to-exceed estimate. Works well for projects with uncertain scope.
Cost Plus Your time at an hourly rate plus a markup (typically 20-35%) on all furnishings and materials purchased.
Hybrid Flat fee for design services, cost plus for procurement. Offers predictability with flexibility.
Whatever model you choose, break costs into categories:
- Design fees: $X
- Procurement fees: X% of purchases
- Project management: $X or included
- Estimated furniture/materials budget: X−X- X−X
Include payment terms: deposit amount, milestone payments, and final payment timing.
8. Portfolio and case studies
Show, don't just tell. Include 2-3 relevant projects that demonstrate your capability for this type of work. For each case study, briefly explain:
- The client's challenge
- Your design solution
- The outcome (with photos)
Choose projects similar in style, scope, or property type to the one you're proposing. A penthouse project won't reassure someone hiring you for a family home.
9. Terms and conditions
Cover the business essentials:
- Payment schedule and late payment policies
- Revision limits (e.g., "Two rounds of revisions included")
- Cancellation and refund terms
- Intellectual property and usage rights
- Liability limitations
- How changes to scope will be handled
Keep this section professional but not intimidating. You want clients to feel protected, not scared.
10. Call to action and signature
End with clear next steps. Don't leave clients wondering what to do. Include:
- A warm closing statement
- Exactly how to accept (slide to approve, pay deposit via an embedded link)
- A deadline for proposal validity (e.g., "Valid for 14 days")
- Your contact information for questions
Make approval easy. Digital approval buttons remove friction from the process.
How to present your moodboard in a proposal
Your moodboard is often the most viewed section of your proposal. It's visual, exciting, and helps clients imagine the transformation.
Structure your moodboard presentation:
- Lead with the concept narrative. Before showing images, explain the story. "We're creating a modern coastal retreat that balances relaxation with sophisticated entertaining."
- Organize by category. Group images into color palette, furniture direction, materials/textures, lighting, and accessories. This shows intentional thinking.
- Include real product images. Where possible, show actual pieces you're considering, not just inspiration. This builds confidence you can execute the vision.
- Add context. Brief captions explaining why each element was chosen help clients understand your design rationale.
- Keep it focused. Resist the urge to include every idea. A curated moodboard signals confidence; an overcrowded one signals uncertainty.
Interactive moodboards outperform static PDFs. When clients can explore and click to expand images for more details, they connect more deeply with the design, and with you.
Pricing models for interior designers
Choosing the right fee structure affects both your profitability and client perception.
When to use flat fees:
- Project scope is well-defined
- Client wants cost certainty
- You have experience with similar projects and can estimate accurately
When to use hourly rates:
- Scope is uncertain or evolving
- Client may have changing requirements
- You're new to this project type and need flexibility
When to use cost plus:
- Heavy procurement involvement
- Client wants access to trade pricing
- You want alignment between your effort and project value
Hybrid approaches often work best for full-service interior design. Charge a flat fee for the creative work (which has predictable effort) and cost plus for procurement (which varies with client choices).
Whatever you choose, present pricing confidently. Apologetic pricing invites negotiation.
Common proposal mistakes to avoid
Being too generic Copy-paste proposals feel impersonal. Reference specific details from your consultation to show you're invested in this client.
Hiding the price Burying costs at the end or being vague about fees creates anxiety. Be upfront and clear.
Overwhelming with options Too many choices paralyze clients. Present a recommended approach, with alternatives available upon request.
Neglecting the emotional appeal Proposals aren't just logical documents. They should excite clients about the transformation ahead.
Forgetting the follow-up plan Proposals without deadlines or next steps often stall indefinitely.
How to follow up after sending
Don't send and disappear. Have a follow-up plan:
- Same day: Send a brief email confirming you've sent the proposal and inviting questions
- 2-3 days later: Check in to ensure they received it and ask if anything needs clarification
- 7 days later: If no response, reach out with genuine curiosity, not pressure
If you're using proposal software with analytics, you'll know when they've opened and viewed your proposal. This lets you follow up at the right moment, when the project is fresh in their mind.
Interactive vs. PDF proposals
Traditional PDF proposals get the job done, but they have limitations:
- No engagement tracking (you don't know if they've read it)
- Static presentation (moodboards feel flat)
- Difficult to update (typo? Send a new version)
- Friction to approve (print, sign, scan, email back)
Interactive web-based proposals offer advantages:
- Track engagement. Know when clients open, how long they spend on each section, and when they're ready to decide.
- Dynamic presentation. Embedded videos, expandable images, interactive moodboards displayed as grids or sliders.
- Easy updates. Fix errors instantly without sending new files.
- One-click approval. Slide-to-approve buttons and instant acceptance.
- Mobile-friendly. Clients review on any device.
The format of your proposal signals the quality of your work. A modern, interactive proposal suggests a designer who embraces innovation, exactly what clients hiring a designer want.
Start creating proposals that reflect your design quality
Your proposals should be as polished as your design work. When clients receive a beautifully presented, easy-to-navigate proposal, they see a preview of how you'll handle their project.
If you're still sending static PDFs, consider switching to interactive proposals. You'll track client engagement, present moodboards the way they deserve to be seen, and make approval effortless with slide-to-approve functionality.
Try Formlio free (https://formlio.com) and see how modern proposals can help you win more interior design projects.