TexasDesign.com

Have you ever heard this: “We don’t pay until we see the final design” or “Can you do this project cheap, and we will make up for it with a bigger project later.” Would you ever see a doctor and tell him/her that you will pay him/her only if the results are good? No, as design professionals we bring value to a project by creating a unique solution to the problem, and therefore, we should be compensated fairly.

More and more the design profession is being damaged by organizations that do not understand the value we bring. Additionally, with the proliferation of “design contests” we are being pulled into giving away work under guise of “great exposure.”

Today we will be discussing the topic of speculative work in the graphic design profession with Catherine (cat) Morley, founding member and editor of NO!SPEC (www.no-spec.com). NO!SPEC was created to not only inform and educate clients but to also educate designers. All too often what might look like a good opportunity to get exposure is just another way for an organization to get free work.

In addition to being one of the founders of the NO!SPEC initiative, cat is also a founding member of Creative Latitude.

You can support the NO!SPEC Initiative by posting a logo on your site:
http://www.no-spec.com/nospec-logo-downloads/

Interview:

cat: TDc, before I begin …

NO!SPEC turned a year old this month. Looking back, I believe we’ve done what we set out to do, which was to get the conversation going. Yes, there was always talk of the ills of spec, but it didn’t seem to have a focus. And whether the beliefs are that all contests where new work (unpaid) is required should be avoided, or each contest (new work, or no) should be taken on merit, NO!SPEC has created that focus.

I’d like to take this time to introduce the new voice of NO!SPEC, Robert Wurth of Freshly Squeezed Design. Robert is well known for championing the design industry from his blog, Freshly Squeezed Droplets.

TDc: How is doing “pitch work” work at an ad agency different than doing spec work?

cat: Free pitching is unpaid (unless you win the contract). Spec work is working on the speculation of getting something of value in return. Looking at it from that angle, there doesn’t seem to be much difference between free pitching and working on spec.

For pitch work (not free pitching), I got a Canadian perspective (I’m not in the west). Carmen von Richthofen, Executive Director, RGD Ontario gave her view.

“Here in Canada pitching can be used interchangeably with presenting - but it has an added element of selling, trying to persuade. It also comes into play when many firms to get paid to present a variety of ideas - Canada Post, for example, will pay four or five firms to design stamps, and choose only some for production.”

If you the chance, listen to Blair Enns from Enmark Performance Development’s speak at a conference, attend one of his ‘Win without Pitching’ workshops, or read his article on AIGA, Spec Can Be Beaten. He also has a book out next year on the subject.

AIGA: Spec Can Be Beaten

AGDA has long been against free pitching. Visit their ‘Anti-Free Pitching Register’ as well as ‘Pitch’n'cut: The free pitching bogey returns’ which explains their stance on the subject.

Enmark Performance Development | Win Without Pitching

AGDA: Anti-Free Pitching Register

AGDA: Pitch’n'cut: The free pitching bogey returns

TDc: There seems to be a ton of so-called “design contests” recently, that are wanting anybody, whether they are a designer or not, to submit “art” for a logo, t-shirt design or other such artwork- with the pay-off being recognition and a prize- what are the pitfalls of these contests?

cat: For a designer, or someone who is planning to be a professional designer, the pitfalls are as varied as the types of contests available.

Three main pitfalls:
1) loss of time
2) enriching pockets not your own
3) giving up your designs into perpetuity

TDc: Is there a way to have a contest that is legitimate?

cat: Some design orgs (not all) have set out contest rules for their members. In saying that, it’s the grey areas that confuses designers and potential clients alike.

Industry design contests (awards for excellence in design): Straightforward, as previously created artwork is submitted.
Open Contests, competitions for project work (grey areas): Designers are asked to create new work by following a design brief.

Competition guidelines (agreed by major design orgs), are in the works. But I’m not sure when they’ll be announced.

TDc: In general, what are some of the red flags we should look for?

cat: Those who believe spec contests are where new, unpaid work is required have it easy.

New work + no pay = no bother

But for those who need to gage, the flags come in all shades. Is it a friendly? How about for a good cause? Even so, can the non-profit budget for a designer? Is it a company trying to get design for free? Is it a company going for a cheap marketing push? In these cases, each designer going into the shades has to decide for themselves.

The biggest harm done is where the designer, merely by submitting to the contest, is required to give up all rights to their work. In perpetuity no less. Without compensation. I’m surprised at how many designers fall for this. I’m equally surprised at the number of design schools supporting these types of competitions.

New work + loss of rights into perpetuity + no compensation = major spec alert

But, like anything else in life, each designer needs make their own decision. If they haven’t already, they should educate themselves by looking at the situation from all sides.

TDc: How do we, as design professionals, educate clients and point them in the right direction?

cat: Bringing a decent contract into the conversation from the beginning goes a long way to clearing up potential confusion. There’s nothing like a contract that says “pay me”.

Other than that, send them to ‘Why We Don’t Make Speculative Presentations’.