WHAT IS SPEC WORK
For those who are unsure of what we mean by spec work, spec work is basically any creative work that is submitted to prospective clients in the hope of securing work. This is quite often done as creative pitches or as a contest with various designers ‘fighting’ for the job. Often designers are asked to do this work under the guise of ‘testing their skill’ with the pitches being referred to as ‘beauty parades’. In some cases, designers will be encouraged to present several ideas and are told ‘if we like what you show us, we will hire you?’
WHAT OTHER INDUSTRY WOULD GET INVOLVED IN THIS MADNESS?
None, that I am aware of! The idea of asking a builder to build half of your extension for free, promising the pay the rest if you like it is, quite simply, insane. (And would probably earn you a punch on the nose!) But this concept is basically what we are all too often asking designers to do.
The argument I often here is, ‘how do I know if the designer can actually design?’ or, ‘how will I know if I will like it?’. My response is simple, how do you know your builder can build, or that you will like his quality of work? Simple, their reputation, their portfolio of work, information you have collected in your research and, dare I say, an element of trust.
OUR TOP REASONS WHY SPEC WORK (PITCHING CREATIVE IDEAS FOR FREE) IS A TERRIBLE PRACTICE
You might be thinking that spec work is only bad for designers, but the reality is that spec work is also damaging to clients as well. I have made two lists below for both designers and clients.
For Designers
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The Risk
This is probably the most obvious issue. Producing work for free in the hope of a job is madness. There are no guarantees that the job you are going for will even go ahead! Clients can pull out, use someone else or delay the project. In fact, you have absolutely no fallback or influence. A client that asks for spec work is probably more unreliable, and uncommitted so the chances of the aforementioned happening is probably quite high.
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Devalues your knowledge, skill and profession
All those hours spent learning, studying, practicing and refining your craft are undermined by spec work. It not only damages your reputation and devalues your skills but it doesn’t help your fellow designers either.
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Unprofessional
How many times have you heard a phrase like “I’ll know it when I see it” or, “I am a very visual person, I need to see it first” - and how many of those jobs have turned out to be good jobs? There are a number of alarm bells that spec work should ring. You should be asking yourself why are they asking for creative work upfront? Do they have a lack of funds for the project? Are they fuzzy about goals? Is there problems with the decision process? Will they be difficult to work with? These alarm bells probably scream “bad client - bad project”!
For Clients
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Unethical
Spec work is essentially promoting and agreeing with free labour. That does look cool on any companies portfolio simple as.
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Poor product for client
Clients often feel that spec work puts them in a strong position and gets them the best solution because it gives them more control and choice. This is far from true. Designers working on spec are focused is on getting that job and they don’t have the clients best interests in mind. They probably have limited knowledge of the clients company and all they want to do is produce something they think the client will like - regardless if its the best solution - because they want to job.
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Risk/reward balance
Any designer doing spec work does so on a risk/reward calculation. Is the potential ‘pot of gold’ worth the effort and risk of working for free? Unless the client is a major brand or is offering a very special job that will propel the designers career into the stratosphere, the chances are, the designer will be calculating the potential gain on the job rather than working with the client to produce great solutions. Agencies have to charge higher fees to cover work they produce but don’t win. If you choose an agency that does spec work, you are paying for all their failed pitches.
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Encourages shallow, flaky relationships
A good long lasting relationship between a client and a designer is built on trust and mutual respect. Great work flows out from this kind of working relationship. A relationship that is born from spec work is built on mistrust, frustration, and suspicion - in the long term both parties lose. As a client, you can’t expect to get the best work or longer term solutions from this kind of working relationship.
For more information on a clients view on spec work, check out this great article by John Scarrott
HOW SHOULD CLIENTS COMMISSION DESIGNERS?
As we have already mentioned above, one of the main fears for companies is they wont get a good designer, or at least the ‘solution’ they are looking for. Hopefully some of points above have helped dispel that myth and that it is the wrong way of looking at the problem.
As a client, you are hiring a designer because they are an expert in their field, they have the skills experience and knowledge to help boost your companies brand. Invest time in building good relationships, do your research, view portfolios, talk to people in the industry, and pick designers that fit in with your ideas, brand and goals. In the long term all this will pay off.
Have we got it wrong?
If you have done spec work for a client, or asked for spec work from designers, we would love to hear about your experiences - email us at info@rebornmedia.co.uk.
For more detailed information about spec work visit https://www.nospec.com. There are tons of articles and some great research on this site.
