Allchorn Design

Note: When I say design, think copywriter, photographer, programmer, or just about any creative/skilled professional.

With almost all of our work having come in as referrals, we’ve never done spec work, and not even needed to pitch on a job. I don’t say this to brag as pitching and winning is possibly something more worthy of merit since you’re effectively entering and winning in a very competitive market. Spec work on the other hand is something I am completely and utterly against. If you don’t know what it is, it’s explained perfectly at no-spec.com.

I was recently requested to pitch on a job which was print orientated, so I politely declined, but it made me think a bit about the difference between spec work and pitching. I may have been wrong, but I thought the job a bit small for a pitch. Personally, I think a pitch should only entail a certain percentage of the entire project, and if it’s too small, you’re doing about 80% before even knowing you’re going to be paid for it. I reckon about 10% of the work is maybe fair if the job is worth something, but if you’re delivering a photoshop brush stroke and a file name, it’s hardly a pitch is it?

Spending an hour on a possible 2hr project is dangerously close to spec work. Just as a competition is. Sure competitions have their place, but as standard practice for design commissions, I don’t think anyone can present sound proof that it does not damage the industry. My key thoughts as to why spec work damages the industry are:

1. It devalues the designer by demoting them to a commodity rather than a skilled professional.
2. Unless you are an accomplished creative director, how can you effectively choose the right design without just basing your choice on emotion or maybe even your ill-conceived design opinion?
3. Your design will likely not receive the correct amount of research and consideration to result in as effective a finished product.
4. You get what you pay for. So even if you pay what it’s worth, through incorrect choice, things can go wrong, which can lessen your opinion of the industry in general.

Sometimes things go right… for the client. My personal opinion on the subject, since I have been there, and I make use of freelancers a lot, is that spec work is downright rude and demeaning. I morally object to it, and would not even consider doing spec work let alone request it of someone else. I guess I’m just a nice guy

I didn’t want to approach this topic as a whiner, but more from an information standpoint and to educate designers and clients alike. If someone pitches on work with any regularity, or even does spec work (heaven forbid), please fill me in on your opinion. By the same token, if you make use of spec workers or request companies/freelancers to pitch, please have your say on the topic.

Filed under: Business by Ross Allchorn.