Can spec work be good work?

Graphic design is often misunderstood by those who don't do it ... logos are seen as nothing more than a couple of lines and different colours, brochure design is not much more than text boxes and some photos, etc. This misunderstanding has fuelled dissatisfaction with graphic design pricing, and the subsequent rise of 'spec' work - not work to 'specifications', but 'speculative' work which is done without knowing whether or not the graphic designer will be paid for it. Often spec work takes the form of a contest - and while it seems like a good idea on first hearing about it, spec work does create its own problems. So, should you buy your graphic design through a contest? We look at the issues today.

How Is Spec Work Carried Out?

There are several different ways that spec work might be solicited:

• Using one of the now-popular graphic design contest sites. The customer opens a competition stating their requirements, and graphic designers will do mock-ups of the file, usually protected in some way, with the final file released on acceptance of the piece.

• On a freelance bidding platform. Companies often list their graphic design job, request mock-ups of the final product, stating that the best mock-up will be engaged to produce the final brochure design, business card design or logo design.

Either way, the company buying the graphic design usually sets the price they want to pay for it. A contest or freelance project will state the budget, and only providers able to complete the work within that budget will bid or compete.

What Are the Benefits of Spec Work?

Most companies are quick to identify benefits in spec work! These include:

• The ability to set a firm price and know that a project won't run over budget

• The ability to see ideas from a huge variety of graphic designers

• A exceptionally fast turnaround - spec work sites have designers working in all time zones, and usually only those that aren't already busy will bid.

You'll Probably Only Get Something That’s 'Good Enough'

A good graphic designer can really blow your mind! Most people have very little grasp of the intricacies of graphic design, and may not understand that something which looks acceptable can look much better. It's highly unlikely that you'll get this sort of astounding quality from a designer who isn't even sure if they'll be paid for their time, from a company that isn't already busy.

You Might Be Getting Recycled Designs

The designers who engage in spec work have a vey diverse client base; often they work for people across the globe. Partner this fact with their lack of incentive to spend much time on a design, and there's a strong likelihood that you'll be getting recycled graphic design. You may not ever find out who else has (almost) the same logo or business card, but you could potentially be one of dozens. In fact, there is a high likelihood that designers are using their mock-ups that weren't selected by an hourly-paying client on contest sites.

Too Much Choice!

The optimal number of choices, in any given situation, for the limitations of the human brain, is seven. Start a graphic design contest or project, and you'll get dozens, scores or hundreds! It is actually more difficult to evaluate each design fairly, and you may end up passing over a fantastic design simply because it didn't fit with your expectations ... and you didn't have the time or attention to evaluate it properly.

Graphic design contests seem tempting ... but there is always a trade-off! Sometimes, you might not even know what you're missing out on...